Many companies sell their products and services through a third party – this may be a distributor, a systems integrator, or a value-added reseller to name a few. Knowing what drives a Channel Partner to sell more of their products and services and which Channel Partners are going be most successful in the future gives you the ability to boost revenue growth as efficiently as possible.
Loyalty is not necessarily the best measure for gauging Channel Partners’ commitment to the OEM. Instead OEMs should be focused on Partner Preference. Any company that has a third party in the mix needs to know which Channel Partners prefer their offering and why. It’s just as critical as knowing and using their customers’ perspectives.