Pan-European channel partner recruitment for this international sensor company

Over a 2 year period, we worked with this leading temperature sensor company in the development and execution of a channel development strategy in Europe. Prior to this, no formal channel strategy existed with a mix of direct sales and distribution partners in place, some performing but the majority not. Our initial involvement involved an audit of the existing channel partners to determine suitability for the future business and customer segments that the company wished to target. This resulted in the categorisation of partners and more importantly the defining of future channel partner profiles that the company wished to fit.  Commencing in the German market, we carefully researched and assisted in the recruitment of specialist partners. Building on this success, a channel development roll-out was put in place which eventually resulted in new partners hired in Italy, Sweden, Finland, Benelux, Spain, and the UK.  Our work didn’t end there, however. As new partners were recruited we worked with senior management in the development of a formal channel management process that supported and measured channel partner success.

Results

This was a long-term project which was built on our initial success in delivering a channel audit and a formal channel strategy for the company for the first time. Two years following our work, 70% of the company’s sales were channel driven and the company was achieving 20% annual sales growth in what was a harsh economic climate for sensors worldwide.