The two seem to be very separate entities with completely different goals: channel marketing teams want to focus on sell-through while deal registrations are primarily used for sell-in. So how can the two be complementary? I know, it sounds a bit crazy, but bear with me. The fact of the matter is, deal registrations can provide so much insight into demand. So much insight that you can create marketing strategies, such as co-op programs, marketing development funds, and VIR programs just through the information provided from the deal information submitted by your partners.
Access to sales patterns and trends
Resellers are focused on one thing: to sell anything that sells. In other words, they will sell the products that are easy to sell. This means they will sell products whose demand is already high.
From their registered deals, marketers can identify areas where demand for their product is high and use that information to develop and refine future strategies. Registrations can also provide definitive information that channel marketing teams can use to enable their partners to close on their deals.
Wouldn’t it be advantageous to know the exact revenue that is being generated from your co-op or MDF program? Linking your marketing plans to registered deals can provide even more insight into closed-loop marketing.
Insight into pipeline data
Knowledge into your pipeline is an important step in forecasting sales and profitability. Entire departments can identify the impact of market penetration, the effectiveness of sales reps, and visibility into current marketing campaigns. But here’s the problem: your channel partners don’t have the time or resources to track their pipeline. So your job is to make sure you can help track their stream of leads by implementing a deal registration program.
Promote Reseller Loyalty
Increase reseller loyalty by assuring better margins for those that initiate sales opportunities. Deal registrations provide protected margins for partners who are first to register a deal. The decrease in channel conflict also improves communication and collaboration between vendor and partner.
Tie Registered Deals to Co-op Accruals
Have you ever thought of using your channel marketing programs as incentives to submit deals? Not only does this motive partners to share their information on deals, it enable your company to collect more competitive intelligence.
A modular deal registration program that links towards a vendor’s rebate program or marketing program can positively impact the relationship a vendor has with its channel partners. From a marketing standpoint, a deal registration program can provide channel management teams with direct insight into their markets. When used effectively, these two strategies can mutally benefit each other’s long term strategy.
Want more suggestions to improve your deal registration program?