Another common objection I hear is that the company executives believe they already have "alliance" and "strategic partnerships."

I would agree: they do.  But what is the outcome of that?

But the questions in terms of assessing their success are pretty simple:

  • Do you receive leads, say, at least five per quarter per sales person?
  • Do you have weekly metric reviews of the mutual exchange of leads?
  • Are your reps in the field exchanging "field-level information" about different accounts?
  • Do they understand the basic question to ask prospects to find deals for you?
  • Is there an effective, consistent, and measurable incentive-system in place?

Without putting something like that in place, it is often very difficult to successfully have a true revenue-generating alliance.

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