BE INTENTIONAL In the 2019 World-Class Sales Practices Study conducted by CSO Insights ( the independent research division of Miller Heiman Group ) , more than two-thirds (69.4%) of participants said they leverage a third-party channel to drive revenue. Many sales leaders see adding a third-party channel as a way to improve sales performance without the overhead of hiring, onboarding and developing additional in-house sales staff. However, almost half of the participants of the World-Class Sales Practices Study said their partner programs failed to meet expectations. There are many reasons why organizations choose to go to market through a channel: to increase revenues, scale more rapidly, fill market and territory gaps, create bundled products/services, etc. With so many different goals, there are many ways to measure channel program success. Program Management The study focused to determine whether there was any correlation between perception of program success and th...