Research Shows Channel Trust Issues Impact Commercial Opportunities


Reading, UK – 12 June, 2017 – Independent research recently conducted on behalf of Zyme, the market leader in the rapidly growing discipline of channel data management (CDM), has highlighted that 80% of consumer electronics manufacturers believe they have lost commercial opportunities because of limitations in their ability to collect and analyse channel data. Of equal concern is that 43% said they have shared data with the board in which they are not completely confident.

The reason this raises cause for concern is because, according to the ‘Channel Data Management Barometer 2017’ report, 52% of these manufacturers are completely reliant on indirect channel partners to provide data about customer demand, new sales opportunities and where marketing funds need to be reallocated in order to support partner success.

88% also admitted that their channel data collection and analysis processes vary widely; depending on the partner. Effectively ‘one step removed’ from the customer, the ability of manufacturers to collect, collate and analyse business critical customer data – and devise effective strategies for manufacturing, marketing and logistics – is directly impacted by how different channel partners provide information.

“This lack of channel data control is somewhat leaving these businesses exposed with regards to what is happening in the market from both a sales and inventory perspective,” said Nick Andrews, GM for EMEA and India at Zyme. “There are substantial benefits to be gained if companies can increase data sharing. Building solid business partnerships based on trust is just one notable one.”

The positive element is that 96% of the respondents consider such sharing of near real-time channel data to be important, whilst 78% want to understand more about their channel partners in order to respond quickly and effectively to wider consumer trends, the effectiveness of specific campaigns and also to forecast risks.

“Establishing best practices and agreeing a common reporting vocabulary will not only increase data accuracy but aid operational efficiencies,” continued Andrews. “Input from partners, when creating and designing incentive programmes, is invaluable and will vastly improve overall buy-in to the campaigns created. Being able to then measure partner satisfaction will also contribute greatly to quarterly reviews and setting ongoing performance objectives and goals.”


About the Research
166 respondents in large consumer electronics companies with responsibility for / visibility of the management of data collected through the channel completed an interview in February / March 2017. 86 interviews were conducted in the UK, 80 in the Nordics. All businesses had 30%+ sales through the channel to qualify and had a minimum turnover of £80 million. Research was conducted by Insight Avenue, an independent market research consultancy based in the UK.

About Zyme
Zyme provides the leading channel data management (CDM) cloud platform, delivering critical downstream visibility for global companies that leverage distributors, resellers, retailers and e-tailers to sell their products. Zyme’s flexible, real-time data platform powers the New Smart Channel℠, a proven approach to acquiring actionable knowledge that enterprises need to accelerate partner sales and optimize marketing ROI. With a channel directory of more than 1.5 million partners, Zyme processes more than one billion transactions annually across more than 150 countries, providing decision-grade intelligence to optimize business processes like sales execution, inventory management, partner rebates and incentives, marketing and financial compliance.

Pre-built integrations with Salesforce and other innovative cloud solution providers help Zyme’s industry-leading customers, including Amazon, Dell, Fujitsu, GE, Microsoft, Plantronics, Seagate, Symantec, VMware and Xerox use channel intelligence to solve core business problems. Headquartered in Redwood Shores, CA, Zyme has offices in India, Texas, China and the UK. For more information, visit www.Zyme.com.

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