top of page

Secrets of success in partner management for companies with indirect sales structures

In today's highly competitive business environment, a company's success is often significantly influenced by its partnerships. Especially in indirect sales, partner management is critical to building and maintaining strong and sustainable relationships with external partners. However, while many companies recognize the benefits of a strategic partnership, they often face the challenge of implementing the right strategies for success.


In this article, we will discuss the secrets of success in partner management from selection to collaboration. We will highlight key aspects that help to establish and strengthen successful partnerships. From carefully selecting potential partners to developing a collaborative working relationship, we will explore proven strategies and best practices to help you realize the full potential of your channel partners.


How partner management can contribute to your business success


In indirect sales, an effective partner management strategy is not only a means of supporting existing business models, but also a driver of growth and innovation. By building and maintaining strong partnerships, you can expand your reach, open up new markets and strengthen your competitiveness.

In indirect sales, partners are often the link between a company and its customers. In addition, a successful partnership can provide access to a broader customer base. In addition, a well-thought-out sales strategy with partners provides access to specialized know-how, resources and customer bases, all of which can help to increase your sales. By fully exploiting the potential of your partners and building on their individual strengths, you as a manufacturer can create synergies that create long-term value for both parties.


Secret of success 1: Strategic partner selection


The following applies to both private and business life: keep your eyes open when choosing a partner! Most wrong decisions in indirect sales are made at the very beginning: when selecting suitable sales partners.

You should ask yourself the following questions when selecting new partners:


  • Does the potential sales partner show enthusiasm for your product?

  • Is the product to be sold a good fit for the sales partner? Is it a fit for their business model?

  • Is there a willingness to provide the sales team with a detailed introduction to your product?

  • Is the potential sales partner open to developing joint plans and goals?

  • Does he already behave professionally in the preliminary talks?

This not only gives you more clarity about the new sales partner and their motivation. You can also better assess whether the collaboration can bear fruit for both sides in the long term.

Secret to success 2: Building a strong partnership


You have brought (new) sales partners on board and want to get started with them. Now it's time to lay the foundations for a strong partnership after extensive onboarding. For us, this includes the following:


  • Easy access to training materials

  • Uncomplicated communication channels for manufacturers and sales partners

  • Clear, jointly discussed goals

  • Quick resolution of problems and complications

  • Reporting that supports both sides in improving quality


A partnership is a give and take - and must always be based on mutual trust.


Secret of success 3: Resource allocation and optimization


A major lever for a successful partnership in indirect sales is resource sharing. But you can only use this lever with transparent communication and clear workflows! If your team and the sales team end up duplicating work, no one is helped. Therefore, create clarity from the outset about the tasks and responsibilities that regularly arise and keep track of them in your Partner Relationship Management (PRM) system.

Did you already know? At leadtributor, we specialize in lead distribution in indirect sales. Leads are automatically forwarded to the most suitable available partner. Until the final processing, you always have an overview of the lead's current status so that you are guaranteed not to lose any more sales!


Secret of success 4: Measuring and evaluating success


We have saved the best for last. We believe that any action in partner sales is pointless if it cannot be measured and evaluated. As a manufacturer, you always need an overview in order to be able to manage your company and the sales behind it properly.

This includes KPIs such as:


  • Sales contribution per partner

  • ROI per partner

  • Activity of individual partners (e.g. leads submitted, sales, marketing campaigns)

  • Customer satisfaction or repeat purchases per partner

  • Average time lead generation to lead conversion

  • Market coverage by partner

  • Satisfaction of individual partners

partner management

With leadtributor you can see everything at a glance: How do your partners perform in comparison? Who has been offered how many leads and what are the conversion rates? Which campaigns or sales territories are performing extremely well? Because we know: You can only manage your organization properly with good figures.


bottom of page