Why Do Companies Struggle to Drive Revenue from their Alliances and Channels? Understanding the “Four Boxes”
We all want to drive revenue from our alliances and channels, but sometimes that goal gets lost in the shuffle as we try to navigate the challenges associated with developing and delivering a Go-to-Market (GTM) program and measuring the impact on revenue. I discussed this topic in a recent post and this challenge is depicted visually in Figure 1 – “Why is it challenging to drive revenue from alliances and channels?
Figure 1:
What Are the Root Causes We Need to Address?
I recently completed a 5-Part Series of posts, “Why Companies Struggle to Build the Alliance GTM Bridge: The “Four Boxes”. The Four Boxes are described below and covered in more detail in a recent post. If you missed it, or want to reread the whole series, check out the posts below:
- Part 1: What are the The “Four Boxes” that prevent revenue?
- Part 2: Are You Executing Out of the Box? The Checklist
- Part 3: The “Product Box” (How pushing your product can cost you revenue)
- Part 4: The “Ownership” and “Task Boxes” (How cross functional and DNA barriers between Product BUs, Alliances, Channels and Geos result in missed revenue)
- Part 5: Is the “Solution-Branding Box” Wasting 50% of Your Sales Training and Tools Resources? (How most sales tools and training don’t connect with the needs of the channel, waste time and money – AND result in missed revenue)
Related Posts
- Does Your Org Structure Lead to “Push” Marketing (and Missed Revenue)? (How Product BUs create a “product-push” culture and influence the “Product”, “Ownership” and “Task Boxes” to miss revenue opportunities)
- Are You Executing Out of the Box – or are you Missing Revenue Opportunities from your Products and Alliances?
Interested in seeing how you companies have addressed these problems – and accelerated their revenue? Check out “Building an Alliance GTM Bridge” to Reach Your Target Customers”.
“Climbing Out of the Box”™ 