Cisco Indirect Reseller Segmentation and Planning
Drumfish developed a reseller segmentation model based on performance, attitude and potential, rather than historical sales revenue. We identified which Partners could deliver short term revenue returns, and which required nurturing to deliver future growth.
We created highly targeted sales and marketing plans, rather than a 1-to-all approach. Activity included a message matrix, direct marketing campaigns and sales development plans.
The increased focus and ability to target resource, as well as building closer relationships with current high performers, resulted in incremental $1m revenue in the first quarter of implementation.
The programme has now developed to deliver a range of targeted initiatives and campaigns across all main European markets.
