If you think you don’t have enough insight into what your high-tech channel partners are doing on your behalf, you are not alone. Almost three-quarters of those recently surveyed by Aberdeen Research said they lack visibility into partner performance and 84 percent are considering investments in channel management over the next 12 to 24 months.

These are two of the findings cited in Aberdeen’s report, Channel Sales: Renaissance in Channel Management. And here’s where I need to make the obligatory disclosure that this study was underwritten, in part, by SWOT Management Group subsidiary Channeltivity, which sells a partner information management application that’s offered up in SaaS form. So, I’ll stick to citing the basic facts of the study, and I’ll leave the assumption-making to you.

I should note, then, that when channel managers talk about wanting visibility, more often than note, they’re talking about wanting to know what deals a partner is working as well as which leads they are following up on. At least according to Aberdeen. Those organizations that the research house considered best-in-class, as an example, report that they are using partner relationship management applications (89 percent), lead referral systems (59 percent) or lead tracking tools (55 percent) to keep tabs on the activities of their VARs and resellers.

Personally speaking, I think there should be a whole lot more to a partner-vendor relationship than simple pipeline check. Better profiling, in my opinion, is the best place to start. Chances are, you can get your partners selling more for you if you understand what else they are selling. Visibility always seems way too product-oriented for me, but I’ve always been kind of naïve that way. Anyway, if you’re trying to get a better handle on your own priorities, you might want to read the report, which can be found at this link.

You might also want to revisit the results of the Forrester Research study that I blogged about a couple weeks back, as it provides a sense of what else is on your peers’s minds.

The best channel managers are those that can envision themselves standing in the shoes of their best VARs. And, honestly, vice versa. But all too often, channel managers forget that solution providers have businesses of their own to run, while solution providers find that the proverbial glass slipper offered by their vendor partners doesn’t fit quite as well as they’d like.

Forrester’s recent channel trends report, introducing a new benchmarking tool for partner programs that it hopes to sell to vendors, is a classic illustration of this disconnect. (Information about the Forrester service and the related report can be found at this link.) Nowhere is the gap more profound than when it comes to sales and marketing programs. Simply put, the 20 vendor executives surveyed by Forrester for the benchmarks think that partners do an average job, at best, when following or participating in the various programs they provide. To illustrate, consider a quick recap of the following question: “Please rate your partner’s performance in the following sales and marketing activities.” A result of 5 indicates “Excellent” and a mark of 1 indicates “Poor.” Here are the mean responses for each activity:

Participation in lead/deal registration program – 3.3
Selling “solutions” to business problems (as opposed to product features) – 3.3
Conducting marketing activities – 3.1
Selling to business decision-makers (not technology decision-makers) – 3
Leveraging the sales and marketing collateral and tools that you offer to them – 3
Nurturing and closing leads that are supplied by the vendor – 2.7
Reporting the results of marketing campaigns – 2.3

My colleagues over at the TechTarget channel group actually went out and surveyed some VARs about the survey results. The results of their reporting can be found at this link. The biggest bones of contention, of course, surround motivations for deal registration as well as the ever-classic, chicken-and-egg argument over lead generation. Vendors are irked that resellers don’t follow up their leads, while resellers are irked that many of the leads they are given are not only weeks old but woefully unqualified. This debate will continue into eternity.

Another finding that really ticked me off, actually: Half of the people surveyed by Forrester felt that it wasn’t important to solicit partner feedback about their programs? That’s really a bad attitude. Granted, you shouldn’t necessarily change something on the whim of one partner. But if you don’t know what your partners think about you, it’s a whole lot easier for a competitor to go find out and then use that information against you.

To be fair, the vendor channel execs also rated themselves along a number of metrics and they didn’t exactly ace this thing either, although they scored themselves higher than they scored their partners. Here are the average scores the vendor execs gave themselves for different elements of program management. Again, a score of 5 means “Excellent” and a score of 1 means “Poor.” I’m providing the mean results for each area. Here goes:

Marketing program management – 3.8
Partner management – 3.6
Partner sales management – 3.6
Partner communications – 3.5
Partner recruiting and administration – 3.5
Partner training – 3.3
Partner collateral management – 3.3
Partner profiling analysis – 2.7

Finally, if you’re a channel manager wondering where your peers are going to concentrate their partner enablement activities over the next year, here’s the top response: Enabling partners to sell to business decision-makers. This response received a rating of 4.1. Two other priorities tied for second place: Fostering partner-to-partner community and collaboration (3.6), and Providing partners with marketing skills training (3.6).

All I can say is: Lots of work to do all around. Here’s hoping these vendor execs use dialogue and debate with their partners to help drive their strategy.

First, a confession. I have always had mixed feelings about home-grown partner relationship management (PRM) tools. In my mind, for any reseller or VAR nurturing more than one relationship with a high-tech vendor (i.e., um, most of you) they represented an incredible investment in administrative resources. Imagine having to keep four or five of these things up-to-date. Especially if they all looked and acted different.

Now that I have grown wiser (and I guess older, too, ugh), I have a different opinion about what used to be called the PRM category, especially for any VAR that has tied themselves closely to just a couple of key high-tech suppliers.

For one thing, the growing acceptance of Software as a Service has made the user interfaces to these applications a whole lot more logical to use and easily accessible for both the partner’s and the vendor’s field sales personnel when they need it in real selling situations. Plus, the smarter high-tech companies have chosen to tie them more closely to the “real” data stored in their sales pipeline management systems. Rather than locking their partners out.

The best tools in the category have really morphed into what you’d call Partner Information Management solutions. These applications offer value to both sides of the high-tech channel, both VARs and vendors. The new Channeltivity 3.0, developed by SWOT Management Group’s partner company Channeltivity and being launched on June 11, demonstrates what I’m talking about. Disclosure: This software is obviously sold by the company that I work for, so I have a vested interest in making sure it’s successful. The feature set was informed and conceived by several executives that have bona fide channel field sales and management experience, including Channeltivity COO Gary Grimes, the former head of channel programs for Sun Microsystems.

What makes Channeltivity different from other software in the Partner Information Management category is its focus on engagement and execution, with features that span a partner’s lifespan with a particular vendor all the way from initial recruitment and onboarding, to business planning and the subsequent management of a sales pipeline.

All of this can be managed from a single place: you don’t have to go to five different places to get a grip on important data points. Channeltivity 3.0 is, in essence, a collaboration tool one that links a vendor channel team with a partner’s sales and marketing team.

A picture is worth a thousand words, so For a demo of how Channeltivity works, check out this link. Or e-mail info@channeltivity.com to talk to someone about specifics. You’ll have to listen to me blab on some more about specific features, but I promise it will get you thinking. More important, Channeltivity 3.0 will help your channel team get a better grip, across individual partners, specific regions or your entire channel. It’s your choice.