In the past, much of the efforts in improving the sales process had been directed at the organization’s direct sales teams, and the enablement of channel partners had gone largely ignored. This, despite the fact that channel sales represent a significant portion of revenue for most companies.
However, in recent times, the focus on indirect sales has been gaining steam, and the results are there for all to see. A 2017 Aberdeen Group report shows that 59% of best-in-class companies employ active partner/channel efforts within their sales and marketing operations, as compared to 49% of the industry average and 41% of laggard companies.
Deriving the benefits of partner/channel efforts, however, doesn’t come easy; one of the key requirements for this is to align sales and marketing teams, and that's what we focus on in this guide.