Sage approached Sherpa to help them solve a two-fold problem – a lack of engagement with their channel Partners and a need to deliver high-quality leads for their flagship product.
Channel Partners represent a vital route to market for Sage, delivering bespoke integration options and support that provide significant added value to customers, but there were some issues including:
Increased marketing and sales skills in Partners
Measurable pipeline revenue
Pilot roll-out to global two-year campaign with $16M projected revenue
Award-winning channel marketing initiative
The initial step was to design a programme pilot, aimed to motivate Sage Partners by providing access to:
Through the continual running of the Sage Partner ABM programme, we have orchestrated across automation platforms to identify valuable sales opportunities for Partners, support sales nurture and deliver increased Vendor visibility of channel campaigns.
Having increased the marketing skills within channel, the programme has delivered better engagement between Vendor and Partners, as well as improving the visibility of capabilities and availability of verticalised Vendor-led and Partner-led content.
"I was impressed with Sherpa’s agile and reactive approach across all elements of the programme. They worked with many internal stakeholders to deliver a valuable ABM programme in a sometimes challenging channel environment"
"This has easily been the most valuable marketing programme that I’ve ever participated in with Sage."
Managed partner enablement ensures rapid time to cash for new partners, mobility & growth of current partners and high levels of end-customer satisfaction. Excellence in channel enablement requires thought.
Year-on-year you need more revenue from your channel eco-system. You need tactics that deliver: Channel ABM, syndicated demand generation, intent data campaigns, social selling with channel. All measured with microscopic diligence.