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by Anna Johnson
Partner segmentation can be a powerful strategy to organize and grow your partner program. For channel marketers, segmenting can be an effective way to standardize how to engage with partners. And for partners, segmenting provides transparency and a roadmap to grow their offerings to meet the demands of the market.
However, segmenting your partner program need not be too fragmented or overly thought out. Designing your segmentation strategies should consider the go-to-market model for each of your partners (and the customers they attract), as well as the potential they offer as individual contributors. Channel marketers face a danger in making the model too complex, and the subtleties between each segment delivers diminishing returns with an extended effort to tailor programs to address the unique needs of each partner. Find the right balance between simplicity and complexity and soon your soon your customers will be singing the praises of your partner program. And isn’t that what this exercise is all about?
To find out how one company does it, Channel Management Insights sat down with Dan Sibille, the Director of Americas Channels for Logitech’s LifeSize division to learn how a year-old partner program used segmentation as an important strategy to sell and deliver its high definition communication products to customers all over the world.
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