Introduction

This article will explore the value of segmenting your partners, example groupings to consider, and best practices to keep in mind.

Why Segment Your Partners?

You can also leverage segmentation to intrinsically focus resources on the most valuable partners in your channel. Divide your channel by revenue impact to distribute your resources appropriately.

Moreover, by segmenting your partners strategically, you can conduct deeper data analysis rather than misrepresenting your ecosystem as homogeneous. For each group, you can dig further into specific performance metrics to uncover key growth opportunities specific to the partner-type.

Partner Segments to Consider

Partner Location

Additionally, adjusting partner management strategies based on culture can be beneficial. For example, we’ve noticed that American buyers prefer narrative-driven selling, while European buyers look for data.

Partner Size

For example, your smallest-size partners won’t be able to facilitate complex co-marketing campaigns like webinars. Meanwhile, larger partners will.

Partner Tier

You may also choose to segment by partners on the edge of your partner tiers. These partners may advance to the next tier with just a little help. Plan campaigns for this segment around renewal time to help partners reach a new level in your relationship.

Partner Segmentation Best Practices

Segment for a Reason

Ensure Communication is Appropriate

Maintain Data Accuracy

If you don’t keep your database up-to-date, you risk sending inappropriate communications to partners at the wrong time. Partner segmentation only works if it’s as accurate as possible.

Leverage your PRM to house all partner data and track partner activity, ensuring your segments accurately reflect your evolving sales network.

Re-assess Partner Segments Regularly

Alternatively, you may find that grouping your partners by size needs to be far more specific and you don’t have enough segments.

Additional Reading to Help Advance Your Partner Grouping Strategy

Segmenting your partners is critical to a strong ecosystem strategy. Leveraging the segments we’ve mentioned above based on your needs is critical to delivering the most value to partners efficiently. 

How to Set Up Partner Tiers & Different Levels — Partner tiers are an advanced strategy for segmenting your partners based on the impact they drive. Read this article to discover the value of partner tiers, when to implement them, and how to get started.

Adding Partner Types to Your Channel Sales Program — If you’re considering expanding your channel sales program to include new partner types, this blog will help you understand essential differences and the benefits of each option

Partner Ecosystem Strategy Guidelines — Your partner ecosystem isn’t complete without a strategy. Discover the essential factors to consider when building your strategy, from setting measurable goals and recruiting top partners to marketing and beyond.