by Reena Kapoor
Jeff Thompson, my partner at Aventi Group, and I recently worked on a project where we helped an important client revisit and optimize their channel strategy. The problem was that our client who sells directly and indirectly to the SMB segment, had partnerships agreements in place with over 9000 partners. But what they did not have is a clear picture of which partners were performing or even active. Note that this is a client for whom the SMB segment (yes I know it is not one monolithic segment) is key and selling through partners is very important. Also our client is a leader in understanding this segment and providing incentives for making their partners successful in selling to SMBs.