15. September 2017
Business telescopes everywhere are trained on the fast-approaching horizon of the year 2020. And while prognosticators are still hard at work with a flurry of predictions on what’s to be, one market dynamic is already solidly in place:
By 2020, customer experience will overtake price and product as the key differentiator.*
When you sell through the channel, the majority of your customers – your partners – start their journey in the same spot – at the front door of your partner portal. From the first digital handshake that general starts with recruiting, moves onto onboarding, then training and sales enablement, then into leads, and deal registration, and marketing, and performance analytics – ultimately through the entire partner lifecycle – it’s never been more critical to optimize your partner journey at every step of the way.
Leading analyst firm SiriusDecisions agrees. “As customer experience (CX) continues its stronghold on the CEO agenda, the same holds true for partner experience (PX) for companies selling through the channel,” said Maria Chien, service director of Channel Marketing Strategies at SiriusDecisions. Chien outlined five key reasons channel chiefs consider improving their partner’s journey to be one of their top priorities:
- The channel is an engine of growth
- Increasing competition for partner mindshare
Partners are more selective about investing in vendors, with PX as a primary decision driver
- PX directly impacts CX
- Evidence shows that PX directly impacts partner engagement, performance and loyalty
Fortunately, today’s PRM technologies are 100 percent focused on helping vendors optimize the partner journey at every step of the journey. Is it any wonder, that in a blind survey, Impartner PRM customers report a 31 percent increase in revenue, a 23 percent decrease in administrative costs, a 53 percent increase in engagement and a 37 percent decrease in the time it takes to ramp partners to revenue productivity in the first year alone?
Want to learn more? Check out our new interactive infographic on how Impartner PRM can help you optimize your partners’ experience. The infographic can be found here.
*The Future of B-2-B Customer Experience Study, Walker Information