Emerging Best Practices for Selling Through Partners

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Today’s show is focused on one of the hottest and most consistently requested topics from this audience of executive decision makers. Our topic today is about selling through partners.

Joining us for today’s show is Finn Faldi, a Partner Revenue Officer who knows how to go to market with the right channels. Today’s topic is focused on the emerging best practices for selling through channels. Finn and I leveraged the SBI annual workbook to guide our conversation. To follow along, flip to the Channel Optimization phase starting on page 294 of the workbook.

There is a new title emerging for partner executives and that is the PRO. This stands for Partner Revenue Officer. I have the Partner Revenue Officer from LifeLock joining us to share with you, the audience of B2B marketing and sales leaders, the emerging best practices from the B2B2C world for B2B partner selling.

Finn Faldi is the Partner Revenue Officer for LifeLock. Finn will demonstrate how to cover the market completely by utilizing indirect sales channels. I sought out the top expert on selling through partners to share emerging best practices. To do this I looked to business-to-consumer companies with a heavy partner mix in their sales motion. The reason being is that business-to-consumer companies almost always lead B2B industries in the adoption of new emerging best practices by several years.

So why this topic on this day? Selling to customers directly when they want to buy from partners, is a sure-fire way to miss the revenue goal. Selling to customers through partners when they want a direct relationship with your company, can be equally devastating. Within the direct and indirect channel model, there are multiple sub-models to consider. Coverage model decisions have never been this complicated, for we live in the omni-channel era.

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