Tech Bytes & Insights

Turning Channel Operations “Process Poets” Into “Quant Jocks”

Posted by John DeSarbo on Wed, Sep 18, 2013

channel analytics2You’ve got a tremendous opportunity to mine your mountains of channel data to find new growth opportunities—but does your channel operations team have the skills you need?

Gathering data from dozens, hundreds or even thousands of channel partners is critical for any high-tech company. Although many companies have largely overcome technical barriers to handling and processing channel data, they are struggling to find personnel who can crunch data and find the insights behind the numbers.

"Data scientists" are a rare and highly sought-after commodity, and high-tech companies with the best channel analytics will have a competitive advantage. Unfortunately the typical channel operations team member is less of a "quant jock" than "process poet"—more skilled at facilitating cumbersome partner programs than at analyzing program performance to find ways to maximize impact and ROI.

So should you hire a crop of freshly minted math PhDs to mine your channel data? How do you equip channel operations teams with new skills and capabilities, and expand their roles?

In the second article in a series on channel analytics for high-tech companies, I outline a new channel operations competency model to guide recruitment, training and evaluation of your team members. I highlight five essential competency areas for your channel operations team.

How is your channel operations team handling these challenges?

Topics: John DeSarbo, channel analytics, data scientists

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