Distributing Leads to Channel Partners: Part 2


Last time we wrote about the challenges and pains experienced when giving leads to Channel Partners.

To recap, one of the biggest issues we hear is that after providing leads to Channel Partners it is exceptionally difficult to understand the results achieved with those leads. The questions we all spend time asking ourselves are:

  • Are they being called?

  • When were they called?

  • What was said?

  • What outcomes did they achieve?

These challenges are easily overcome, and we want to share with you some insight into how you might do things differently to achieve better results.

  1. Choose the right Partners
    In our travels we encounter all different types of Channel Partner businesses. Resellers, MSPs, Consultancies, SIs etc. Some of these businesses do no outbound demand generation work. Some have no inside sales teams. Some are engineering led and have no account management. We see vendors and manufacturers make the mistake all the time of giving leads to the wrong type of partner. It is important to figure out which of your Partners do outbound demand generation, which Partners have inside sales teams and which Partners are focused on net new logo acquisition. Get this right and you are on the right track.
  1. Processing Lead Distribution
    Remember, these are your leads. You worked hard to generate and nurture them. You deserve the best outcomes. They should not be handed over to Partners in a way that they can’t be tracked and monitored. You should have a cloud-based system in place that allows you to distribute them to Partners. You should know that they are being called. And you should be able to track the results. Emailing spreadsheets of your leads to your Partners does not cut it anymore. Emails get deleted or simply ignored. Spreadsheets are not easily used by Partners in the actual sales call. Make sure you have a modern SaaS system in place to assist with lead distribution and tracking.

  2. Incentive based Lead Distribution
    Don’t give all the leads to a partner in one go, give them a portion. Explain to your Partner that there are more but you need to see them act on the first tranche before receiving more. Gamify their experience and make it fun and competitive to call your leads and build opportunities.

  3. Align Leads and Sales Conversations
    The leads that you have created were all nurtured on a topic or theme. Make sure you have a way to provide your channel partners with the sales conversation that needs to be executed when the lead is contacted. Be able to track and measure the impact of the sales conversations being executed.

  4. Recognize Results
    Everyone likes to be recognized. For the Rockstars that call leads in a timely fashion and get results, recognize them in front of their peers and managers. Make a big thing about their performance at your next Partner conference and gather more supporters for the program.

  • When these things are aligned and thought through the results are phenomenal. Remember that cold calling typically delivers a 2 – 3 % conversion rate. This means that for every 100 calls made, the salesperson can expect to book 2 – 3 meetings. These are similar to the metrics delivered by simply outsourcing your lead generation services.
  • When Channel Partners call a lead in the same region and the process above is followed, you can see 8 – 14% conversion rate. It is about being smart with your lead distribution, not just extra work and resources.
  • We would love to help you better understand how your Channel Partners are engaging with your leads. And we would love to help your Channel Partners execute the right conversations with the leads they have, while recognizing them for their performance and driving fantastic outcomes and pipeline.



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