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Business Enablement Initiatives: The Case for Investing in Partners Versus Recruiting for NumbersProduct Type: Market Research ReportPublished by: IDC Published: December 2006 Product Code: R104-29101 Description
This IDC study reviews the business case for investing in partners to build the channel's capacity to sell and deliver solutions on a partner's technology. It reviews and analyzes the business enablement resources that large software vendors provide for their business partners. These resources and initiatives include marketing resources, vendor promotion of partners, business support resources, and business development resources. This study provides an overview of some of the more innovative offerings available and IDC's opinion on these offerings as well as a glimpse on the future of business enablement. This study will be helpful to software vendor employees who develop or market partner programs, or to those who work closely with partners. It answers key questions such as: Which existing resources do partners value? Where do they feel the areas of improvement are? What are the innovative practices in the market today? What does the future hold for business enablement? Why invest in existing partners versus recruiting more?"Vendors are spending ever more time and effort on helping partners to build their businesses through sales, marketing, and business resources. Some vendors are introducing some novel initiatives in this area, while others are investing inefficiently," said Darren Bibby, senior analyst, Software Sales Channels. Table of Contents Table of Contents IDC Opinion In This Study Overview Methodology A Focus on Partners Versus Alliances Situation Overview The Case for Investing in Business Enablement for Partners Building Channel Capacity The Recruiting Option Business Enablement as a Key to Developing Capacity Real-World Trade-Offs That Shape Business Enablement Initiatives Local Versus Central: "We Do Things Differently Here" Business Enablement Resources: Feedback from Partners Table: Business Enablement Utilization Figure: Business Enablement Utilization Marketing Resources Event Support: "Events Make More Sense for Us than Sending Direct Mails" Industry Specific Resources: "Is That All You've Got?" Vendor Promotion Promotion of Partners: "Do Customers Even Know We Exist?" Partner Directories: "Customers Don't Know How to Find Us" Business Support Resources Business Consulting: "Help Us Build Our Business Acumen" Business Resources: "Got Anything to Help Us Run Our Business?" Business Development Resources Proposal Resources: "Don't Make Us Reinvent the Wheel" Training: "Invite Us to Train with Your Salespeople" Future Outlook Trends to Watch For Business Enablement Grows Areas of Investment Areas of Improvement The Distributor's Role Essential Guidance Actions to Consider Determine Channel Capacity Review Business Enablement Resources Focus on Partners from the Inception Empower Partner Account Managers to Become the Voice of Business Enablement Learn More Related Research Synopsis |
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