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Three Ways to Leverage Partner Feedback

Partner feedback is a competitive advantage when valued as a pulse on the marketplace.  Heed these reminders to ensure you’re leveraging that advantage:

Pay attention to partner feedback.  Partner feedback is critical to delivering forward-thinking programs and go-to-market strategies. On the front line, partners provide an early warning system for customer challenges and are often masterful at identifying new market opportunities. To take full advantage of this input, establish a regular feedback loop for your partners to capture their input on a regular and proactive basis through partner councils or online forums.

Partner discontent is serious, but take the time to identify the root cause from the symptom. Sometimes, business leaders rush to change their channels organization at the first sign of channel conflict, when it’s really the rules of engagement and culture that need attention. So don’t re-arrange the deck chairs in an organization before investigating whether there are deeper issues to resolve first.

Repetitive complaints mean you have a problem. If you hear about an issue from more than a handful of partners, trust that something is amiss. Best to extinguish an outdated pricing policy, for instance, before it warrants the 911 call because your partners have found a more compelling value proposition from your competition.

It pays to listen to your partners. Soliciting and being open to regular and timely partner feedback can be a strategic advantage.

Did any of these reminders strike a cord? What are you going to do about it?

May 10, 2012  ·  

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