Partner Segmentation … Critical to do? Or just another “fad” in channel modeling?

Sue Redmore

“Partner Segmentation” seems to be the new buzz word in many high tech circles these days.  If companies are not already in the midst of some form of segmentation analysis, they are considering adding it as a critical component of partnering engagements moving forward.

This sort of modeling exercise is not a new concept, so why the renewed interest?

From our vantage point, we think one reason is the evolution of partner business models. Those of us who have been in this industry for many years remember the days of the basic VAR and distributor model. Looking back seems a kinder and simpler time then. Fast forward 10 years and witness the transition to a partnering model based on a wide range of partnering types, options for multiple points of entry into a program, and the growing trend to move from a pure volume based model to one driving the total value of a partner’s skills and expertise based on competencies or specialization.