Competitor Strategy

Our client wanted to identify best practices and partner program details to improve sales and penetration, as well as identify how it could differentiate itself from competitors and encourage partners to participate. The client also wanted to assess how competitor programs encouraged partners’ sales.

How we helped

The consultancy project used a multi-pronged research methodology. This included partner interviews in the US and select European countries. The countries were identified based on the vendor’s current business. Our team created a short online survey using our in-house digital tools and drawing upon Canalys’ extensive research of partner programs. This was translated where relevant.

• Expert interviews: Canalys conducted interviews on key areas: partner compensation; channel promotions and communication, tools and processes; training and certification; sales and coverage; and procurement. Canalys conducted 10 interviews in each selected country, speaking to top-tier partners of the client’s primary competitor. Partners were selected from our Candefero community.
• Online survey: Canalys prepared an online survey of 8 to 10 questions. The survey was hosted on Candefero and promoted to Candefero members across the EMEA region. Around 180 responses were received.

Client outcome

Our analysts identified key issues in the vendor’s attach positioning relative to the competition. Canalys noted that the overall incentives, compensation, tools and processes were generally superior to the competition. Canalys provided actionable recommendations allowing the client to improve partner and end-user marketing, communication on programs and overall value to partners.