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Vendors looking to Big Data for channel management in 2016

A new survey has revealed that UK hardware vendors are increasingly turning to analytics solutions to gain greater insight into channel operations

More than half of UK hardware companies see sales though the channel increasing over the next two years, according to a new report.

Channel Data Management (CDM) specialist, Zyme, conducted the study in conjunction with independent research agency Loudhouse. Of the 100 decision makers responsible for channel data management surveyed, 67% were keen to get have access to greater insight, stating that they would like to understand more about their channel partners, and channel marketing expenditure.

The majority of those interviewed (68%) felt that effective channel data management would give them ‘a greater sense of control’ over their business.

The 'UK Channel Data Management Barometer' suggested that 55% of UK hardware companies see sales coming through the channel increasing over the next two years, while 53% see their number of partners growing over the same timeframe. Only 9% predicted shrinkage in their channel ecosystem. 

“For all organisations a critical business objective to have in place is to grow revenues,” said Nick Andrews, general manager, EMEA & India at Zyme. “Increased collaboration with channel partners is a sensible way to make significant leaps forward in this area. “This research report tells us that the key priorities for channel management over the next 12 months are accelerating channel sales (66%), eliminating channel inefficiencies (64%) and improving ROI from channel programmes (60%). 

Despite the maturity of the IT channel, CDM is a relatively new IT discipline. Technology vendors have long suffered from limited channel sales and marketing visibility, leading to millions of pounds in lost revenue from overpayments in incentives, stock-outs, and audit penalties. Zyme’s research suggests that there is significant demand for channel enablement services.

Almost all (90%) of those interviewed for the study saw the benefits of accurate, real-time channel data. 

Other areas of focus for UK vendors in 2016, included: reducing costs (62%), new customer acquisition (59%), improving sales insight and performance (51%), improving data quality (51%) and maximising channel relationships (46%).  

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