Sales Beacon | Case Study: New Partner Program Increases Revenues by 20%
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New Partner Program Increases Revenues by 20%

Sales Beacon introduced a new program to specifically target and engage with underutilized partners who were unaware of channel incentives or the opportunities in their sales regions and verticals.

CLIENT CHALLENGE

Our client wasn’t driving enough sales through its channel partner network and new partners weren’t being brought in by the sales teams. Lack of internal advocates to help partners navigate technical or sales challenges meant that our client was losing revenue opportunities.

  • Account managers were not engaging third-tier partners
  • Advanced technical resources were inadequate to support partner needs
  • Sales management mandated doubling the partners’ quotas
  • Partners not adequately informed and had weak relationships

HOW WE SOLVED IT

Sales Beacon proposed and implemented a Virtual Channel (VPAM) team pilot. The objective was to leverage the revenue potential of under-utilized or dormant partners. The VPAMs provide training, sales collateral and deepen relationships with the partners.

Key Initiatives:

  • Define solutions and support models collaboratively for partners to grow and drive their pipelines
  • Develop partner business plans for each of the top 5 partners per VPAM
  • Provide tactical online selling support and a focal point for contact
  • Dramatically increased contact to repair relationships and build loyalty
  • Build trust to get access to partner pipelines and increased wallet share

BUSINESS IMPACT

The VPAM program has expanded internationally. Account teams can cover more business with more partners than previously possible. Annual revenue grew 20%.

  • Our client accessed reliable partner forecast revenues for the first time.
  • Sales executives collaborated with partners to build new account plans
  • Partner training increased their ability to develop new opportunities
  • Account managers were freed up to work with larger partners on major deals

“With Sales Beacon, revenues went from $7.1M to $10.3M per salesperson – a 45% increase.”

—Director of Sales Operations, Fortune 500 OEM