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Today's show focuses on one of the hottest and most requested topics from this audience of senior decision makers. Our topic today is partner selling.
On our show today we have Finn Faldi, a Partner Revenue Officer who knows how to go to market using the right channels. Today's topic focuses on the new best practices for selling through channels. Finn and I used SBI's annual workbook as a guide for our conversation. To follow along, turn to the channel optimization phase starting on page 294 of the workbook.
There's a new job title for partner managers: the PRO. That stands for Partner Revenue Officer. I have LifeLock's Partner Revenue Officer with us to share with you, the audience of B2B marketing and sales leaders, the new best practices from the B2B2C world for B2B partner selling.
Finn Faldi is Partner Revenue Officer at LifeLock. Finn will show you how to fully cover the market by leveraging indirect sales channels. I sought out the top expert in partner selling to share new best practices. To do this, I reached out to B2C companies that have a strong partner mix in their sales. The reason for this is that B2C companies are almost always several years ahead of B2B industries in adopting new best practices.
So why this topic today? Selling directly to customers when they want to buy from partners is a surefire way to miss your revenue goal. Selling to customers through partners when they want a direct relationship with your company can be just as disastrous. Within the direct and indirect channel models, there are several sub-models to consider. Coverage model decisions have never been more complicated because we live in the omnichannel age.
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