Adobe, PrimePay, Progress Software and SAP Recognized for Best-in-Class Channel Programs

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SiriusDecisions recognizes Channel Programs of the Year in the areas of recruitment, partner sales enablement, demand creation and partner-led marketing tactics at its flagship Summit event.

These organizations have endeavored to create unique approaches that have yielded measurable results.

SiriusDecisions, the leading source for business-to-business companies worldwide to improve sales, marketing and product effectiveness through best-practice analysis and data, has selected channel programs from Adobe, PrimePay, Progress Software and SAP AG (NYSE: SAP) as its Channel Programs of the Year.

SiriusDecisions honored the four organizations for creating best-in-class programs to enable channel sales and marketing success in the following categories: expansion of channel ecosystems into vertical marketing, partner sales enablement, implementation of scalable channel demand creation, and partner-led marketing approaches.

“While there are currently no standards available to differentiate average channel programs from best-in-class channel programs, these organizations have endeavored to create unique approaches that have yielded measurable results in the four key areas of recruitment, partner sales enablement, demand creation and partner-led marketing tactics,” said Laz Gonzalez, service director for Channel Management Strategies advisory services at SiriusDecisions.

SiriusDecisions selected its Channel Programs of the Year using the following criteria:

Recruitment:

  • Alignment to best-in-class framework
  • Tailored approach to vertical industry
  • Exceeded recruitment goals

Enablement:

  • Addressed lack of adoption
  • Considered total partner experience
  • Established link between enablement and demand creation activity

Demand Creation:

  • Scalability
  • Prescriptive marketing
  • Measurable outcomes

Partner-Led Approaches:

  • Leveraged data
  • Alignment to specific partner types
  • Measurable impact/return on investment

PrimePay was recognized in the recruitment category for its use of the SiriusDecisions Channel Recruitment Waterfall to create an incentive program for broker agencies, opening the door for better, higher-performing partners. PrimePay increased partner recruitment by 49 percent, resulting in 162 percent pipeline growth in the financial services market.

Progress Software was recognized in the partner sales enablement category for its online “Learn and Earn” program, which increased partner adoption for learning programs by 100 percent and allowed third parties to drive demand across multiple vertical markets.

In the category of scalable channel demand creation, SAP was recognized for their creation of prescriptive campaigns to global partners, and constructing a portal, SAP® Virtual Agency, that guides partners through their go-to-market execution. Through their targeted partner programs as well as increased partner enablement and recruitment activities, SAP strategically increased their partner base to cover the market opportunity across a wide variety of geographies, industries and solution categories, and saw a significant increase in VAR activity with partners contributing to more than 35% of SAP software revenue.

Adobe was recognized in the partner-led approaches category for its “Define and Assign” initiative, which tailors demand creation programs for partner types using data collected on customer types with the greatest propensity to buy. Adobe reported higher revenue and better adoption, with the top 20 percent of their direct market resellers driving the lion’s share of the net new business.

To learn more about Adobe, a global leader in digital marketing and digital media solutions; PrimePay, a leading nationwide provider of payroll, tax, human resources and benefit services; Progress Software, a global software company that simplifies the development, deployment and management of business applications; or SAP, a world leader in enterprise software and software-related services, visit http://www.adobe.com/, http://www.primepay.com/, http://www.progress.com/en/index.html and http://www.sap.com/index.epx, respectively.

About SiriusDecisions

SiriusDecisions (http://www.siriusdecisions.com) helps business-to-business companies worldwide improve sales, marketing and product effectiveness. Management teams make more informed business decisions through access to our industry analysts, best practice research, benchmark data, peer networks, events and continuous learning courses. SiriusDecisions is based in Wilton, CT, with offices in London, Montreal, San Francisco, and Waltham, MA.

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Ashlyn Bohling