- On June 1, 2021
Partnerships are a fickle beast. We don’t necessarily mean at home (though we aren’t ruling that out) but partnerships between companies can be easily as; tumultuous, tricky to navigate and ultimately rewarding in a very different but often valuable way. So how best to navigate these partnerships? We’d all love a nice quantifiable solution to some of our tricky social situations, does such a thing exist in the business sphere? Step forward the partner marketing scorecard.
Before diving in on what the scorecard its best to consider the big questions that face vendor led partner programs. As a well experienced partner marketing agency with over 2 decades worth of successfully implemented channel marketing solutions under our belt we often find knowing your partners, strengths, weaknesses and everything in between is really key to finding those wins in your program as a whole.
Ask yourself and your channel marketing managers the fundamental questions about the program: Who should be your focus partners for channel marketing? Who has the resources to compete? Which partners are keenest to co-market? Are their partners you’re funding who aren’t focused on selling your solution? Who are your key partners (the 20% who produce 80% of your program results)? Most importantly, where are you missing the sitting duck opportunities that can make or break your program? Only by knowing the answers to these sorts of questions can you begin to take hold of the program and steer it towards mutual profitability.
What is a partner marketing scorecard
So lets take a look at what a partner marketing scorecard actually is and figure out how it can help answer some of these cornerstone partner ecosystem defining queries.
The simplest way to think of a scorecard is to equate it to either a credit score or insurance assessment. In both scenarios the actions and attributes of an individual are all measured against the expectations, and historic data, of the business making the assessment and given a score that when tallied speaks to the candidates worthiness of attaining the insurance policy of choice or financing their wildest dreams!
In our case the Gorilla partner marketing scorecard is a way to determine the perfect partners to focus on for higher level co-marketing engagement, to understand which partners are taking up too much time and producing lower than expected results and discover what partners need to do to improve their demand generation capabilities and execution.
How we make it work
The Gorilla approach uses our powerful proprietary Partner Pulse platform to allow you to research, quantify and develop your partner ecosystem with the innovative partner marketing scorecard.
Combining the platform and our help, you can take a broad yet compartmentalised look at your marketing channel and clearly understand any of your; partners weaknesses, opportunities that can be created to succeed, as well as areas that can the focus for investment and create sustainable growth
Our experienced team works with you to create a list of characteristics depending on your programs objectives and partner ideals to set up your scorecarding. We can quickly and easily fit each partner to these criteria, making sure to hone the assessment as the program grows. The final partner scorecard is a ranked list of partners each assigned a numerical value with a list of characteristics that can be investigated providing valuable insight, feedback from your partners and recommendations for opportunities moving forward.
To find out more about the partner marketing scorecard and how we can help you achieve your partner program ideals get in touch to see a demo