BWI: Annik’s Channel Partner Scorecard Model helps Vendors look Beyond Channel Satisfaction to Improve their Performance

Press release from Business Wire India
Source: Annik Technology Services Pvt. Ltd.
Thursday, March 22, 2012 11:00 AM IST (05:30 AM GMT)
Editors: General: Consumer interest, People; Business: Advertising, PR & marketing, Business services, Information technology, Major diversified industrial groups; Technology
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Annik's Channel Partner Scorecard Model helps Vendors look Beyond Channel Satisfaction to Improve their Performance


Gurgaon, Haryana, India, Thursday, March 22, 2012 -- (Business Wire India) -- India channel partners are constantly aligning their business model to suit the changing requirements of customers and vendors. Vendors began investing a fair amount in training initiatives as their channel partners moved up from the "box pushing" role. Like any other investment, vendors need active management to ensure maximum return. A recent Annik study reveals that IT services are amongst the fastest growing revenue area for channel partners. According to the study, over 40% of these Indian Channel Partners are already offering software application solutions while 25% can be categorized as system integrators or independent software vendors. There is considerable demand for software-as-a-service (SaaS) which is adding fuel to channels' revenue growth.

Over 35% of Channel Partners expressed difficulty in indentifying and marketing to new customers as their top business challenge. "While Vendors count their investment, Channel Partners also look towards effective support from Vendors to push their products/solutions" comments Partha Sarathi Sengupta, Senior Project Director at Annik Technology Services..

Annik Technology Services has developed the Channel Performance Scorecard Model with the following marketing objectives:

-- Align different channel program to improve channel performance

-- Synchronizing the needs of vendors and partners

-- Develop effective channel strategies

"Channel measurement systems will only be truly effective if what you are measuring has an overall impact on improving vendor partner business relationship" opines Mr. Sengupta.
 
According to the Annik study, nearly 50% of Channel partners say there is less coordination with vendor marketing representatives in cooperative selling. Successful channel strategies provide clear direction on which channel to exploit to target specific segments. Annik has developed the performance scorecard model as a four step process. The process starts with development of key metrics and building an analytics database. Channel partners are then segmented according to their business model. Finally, the performance scorecard is prepared for each segment.

"This is a dynamic process where periodic tracking of the business model gives granular insights. This provides reliable indicators identifying which partners are expanding, declining or static and helps reformation of clusters" adds Mr. Sengupta.

Annik also defines the next step of performance evaluation. "The objective of the whole exercise is to improve the vendor partner relationship and to improve performance" says Dinesh Batra, Senior Manager at Annik Technology Services. "We not only measure how much channels like the partnership in terms of a satisfaction score, but we also assess how much they want to do in terms of commitment and what they actually do in terms of engagement" adds Mr. Batra. Many of these channel partners are their competitor's best partners, therefore a shift in their mind share would result in tremendous gains. A strong negative impact can be seen as a risk area which might lead to a decrease in the engagement score, while a strong positive impact can be associated with the opportunity to increase engagement. Identifying drivers that have a strong impact on engagement assist vendors in identifying and prioritizing next steps and actions.

About Annik: Annik is uniquely positioned in Market Research & Consulting domain which blends Technology with Research & Analytics to provide Business Intelligence and reporting solutions. The technology based solutions helps in managing information in a very effective way enabling clients taking strategic decisions at any point of time.

For more information about the company, please visit our website at www.anniksystems.com



CONTACT DETAILS
Partha Sarathi Sengupta, Annik Technology Services Pvt. Ltd., +91 7503144518, partha.sengupta@anniksystems.com

KEYWORDS
CONSUMER, PEOPLE, MARKETING, BUSINESS SERVICES, IT, GROUPS, TECHNOLOGY

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