Are you the master of your company’s fate?
Working with reports and leveraging business intelligence (BI) to analyze those reports has become the daily fare of channel marketing. They are the very cornerstone of goal setting and lay the foundation for partner relationship management (PRM).
Easily-accessible, business-internal information, such as data gleaned from PRM software and sell-out reports, are tools that can be used to create dashboards and scorecards. The business value and knockdown effect of these analyses cannot be overstated. However, as important as these tools are, they are reactive, not proactive.
Only once channel marketers are able to evaluate their partner’s entire ecosystem in real time, will they be able to develop a channel strategy that gently steers their partners in the right direction; that is, to a business strategy more in keeping with their own.
Wouldn’t it be great if you could intervene even sooner? To take active control over management without giving your partners the feeling that you are intruding in their business?
That’s where big data comes in. Big data technology helps channel marketers explore the almost limitless information available in cyberspace. If you are prepared to leave the confines of the BI box and embrace the world of big data, you will be able to extract, transform and analyze data well outside the limits of your own organization – in tremendous volume, a host of formats and with a whole new velocity. As your access to big data grows, so will the value it has for your business.
Big data is like a crystal ball, giving you answers to questions your channel marketing department hasn’t even thought to ask. Combine this information with predictive modeling and simulation, and you will be able to see into the future. Just imagine how this yet untapped information can help you actively manage your partner’s ecosystem.
IT channel-based big data will not only help you widen your horizon and identify the different potentials within your existing partner base, it will help you realize the still untapped and unexplored potential of new partners. It will give you a deep understanding of the complex channel partner ecosystem so that you can squeeze the most out of your channel marketing budget.