A channel program analysis will be tailored to each specific program. One cannot assume that program elements are interchangeable between business sectors, companies, or even the individual brands within a single company. Quite often the lessons learned in one program are confidently applied to another and fail miserably. Your channel program will blend a unique combination of brand, technology, business plans and other channel program elements.

The evaluation will use the same analytical tools you employ with many other areas of marketing. An analytical process such as conjoint or logit modeling demands precision in defining program categories and prioritizing each element. One requirement is to objectively quantify elements in order to avoid emotional judgments in the evaluation. Avoid skewing the analysis with negative reactions by channel partners who tend to voice frustrations on what cost them the last sale.

The table below provides examples of elements you may identify in a channel program. The examples show ways to group the elements and weightings for analytical modeling. Specific elements in your evaluation will vary based on requirements of the particular channel program.

 
What factors do you use to objectively evaluate your programs?