Joining us for today’s show is Finn Faldi, a Partner Revenue Officer who knows how to go to market with the right channels. Our show today is focused on selling through partners, one of the hottest topics requested from this audience of executive decision makers. Our new Revenue Growth Diagnostic tool has an entire section dedicated to Sales Strategy with a sub-section focused on Sales Channels. Test your ability to hit the number, and determine if you are likely or unlikely to make your number.
The Partner Revenue Officer title is new and reflects the growing importance of selecting the right sales channel to make your number. Today’s topic is focused on the emerging best practices for selling through channels.
I have the Partner Revenue Officer from LifeLock joining us to share with you, the audience of B2B marketing and sales leaders, the emerging best practices from the B2B2C world for B2B partner selling. Finn will demonstrate how to cover the market completely by utilizing indirect sales channels. I sought out the top expert on selling through partners to share emerging best practices. To do this I looked to business-to-consumer companies with a heavy partner mix in their sales motion. The reason being is that business-to-consumer companies almost always lead B2B industries in the adoption of new emerging best practices by several years.
So why this topic on this day? Selling to customers directly when they want to buy from partners, is a sure-fire way to miss the revenue goal. Selling to customers through partners when they want a direct relationship with your company, can be equally devastating. Within the direct and indirect channel model, there are multiple sub-models to consider. Coverage model decisions have never been this complicated, for we live in the omni-channel era.
The first segment of the show identifies the economic model required for each unique sales channel. Finn walks us through the approach he uses at LifeLock, and how he splits the market between direct sales and channel partners.
Finn describes the channel coverage model he deploys and the level of conflict among individual partners. In the final segment of the show, Finn describes how channel partners can reach market segments that his company could not reach without their selling efforts. The channel partners help LifeLock scale up sales resources to meet customer demand and cover the market completely.
Finally, Finn summarizes with his proven approach to selecting, recruiting, and onboarding the right channel partners. This is a great opportunity for you to listen to a Partner Revenue Officer describe the steps required for success and perform your own gap analysis on your own company.
Would you like help with the channel approach of your company? Come see me in Dallas at The Studio, SBI’s multimillion dollar, one-of-a-kind, state-of-the-art executive briefing center. A visit to The Studio typically results in getting three months of work done in three days. The immersive sessions accelerate everything, dramatically reducing the time it takes to diagnose a problem, develop a solution, and create an implementation plan.