Deal registration is a common element of most channel programs. However, without a solid PRM system behind it, the process can be cumbersome and ultimately fail. The purpose of deal registration is to reduce channel conflict by protecting partner deals. It prevents partners from stealing deals and competing with the direct sales force. It enables vendors to focus their channel efforts in productive ways — as well as increase the profitability of partners. All too frequently, however, channel partners find deal registration systems difficult to use and are often distrustful that the information they provide will be used to undermine their business pursuits.
Once an opportunity is accepted as a registered deal (in other words, one that is not currently registered by the vendor’s direct sales organization or another channel partner), the partner will automatically be notified their deal is protected. Often times the vendor agrees to work exclusively with the first partner registering in pursuit of the opportunity. In order to receive special pricing consideration or sales assistance, you have to register the deal.
One of the purposes of deal registration is to give the vendor greater insight and visibility into the channel pipeline. When used by partners consistently and accurately, this visibility is highly valuable in managing the vendor supply and planning operations. Therefore, vendors are often willing to structure incentives and payouts on deal registrations that close.
Here are tips gleaned from benchmarking activities of PhoenixCG & Requisite Software that are critical for your PRM\’s Deal Registration process.
Deal Registration Best Practices:
- Align incentives to corporate objectives (i.e. incremental or new business, specific industry verticals or technical specializations).
- Prevent direct sales and channel partners from working on competing deals.
- Avoid predatory conflict between channel partners.
- Be very clear and specific about qualifying deals.
- Set reasonable deal expiration time frames so that an opportunity doesn\’t stay open-ended indefinitely. Give partners an opportunity to re-register if the deal becomes active again.
- Ensure that if there are different payout levels that \”fairness\” is maintained.
- Keep the registration and approval process streamlined, timely and easy to use.
- Articulate clear rules of engagement for opportunities that involve the vendor rep.
- Give partners visibility into the approval and payment process and a clear expectation regarding processing period.
- Provide regular reporting on all deal registrations in progress.
About our co-author:
Lisa Heydorn, Professional Services Manager at Requisite Software, has over 15 years of experience with channel operations in high-tech, telecommunications and manufacturing industries. She is a proven leader with strong skills in project management, customer service, execution, and on-time delivery. At Requisite, Lisa is responsible for the Channel Management solution.