A well-established Western European hardware vendor wanted to obtain an assessment of the health of their relationship with a specific direct marketing reseller channel, in relation to that of their main competition.
Mindshare mapping revealed several areas of strength for the vendor in question, as well as the scope for significant improvement in other aspects of their reseller channel relationships. It was observed that the existing partner relationship was important enough in itself to retain some partners, while in other instances, the economics of the relationship and the significant investments made by the reseller held them captive. However, in all other areas, the vendor’s main competitor was shown to have an advantage, which was in some areas, highly significant.
As a result of findings brought about by Mindshare 1.0, several highly targeted improvement actions were enabled. The biggest areas of discrepancy in Mindshare between the vendor in question and their chief competitor were in “Swift and Fair Issue Resolution”, “Consideration of Partners’ Needs” and “Flexibility.” As a result of this new insight, the vendor was able to focus on fixing profit contribution, as well as setting up a new listening and action program to address the shortcomings uncovered by the methodology. In addition the account management program was completely revised and account teams underwent retraining. Another highly effective outcome was the creation of a “back channel” to enable the raising of issues directly with senior management at the vendor.
“Mindshare allowed us to understand what our resellers where thinking and plan a very successful strategy accordingly. This sense check allowed us to laser focus on what would made a difference”
VP and General Manager,
Distribution and Volume Channels Group, Europe
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