Client Reference RSA Partner Recruitment

RSA, the security division of EMC, approached bChannels to help profile and target resellers to generate leads for on-boarding. We developed a structured scoring system to evaluate resellers and provided local-language phone resources to engage.

Targeting and Database Build

Initially we worked with the RSA team to establish a set of 'ideal partner profiles' based on analysis of sales history and buying patterns. From the profiles we created a scoring mechanism that defined the various aspects of partners that make them effective in engaging with RSA to sell security solutions into the various target markets.

We sourced partner data from multiple sources, merging it and cleansing it to build an initial target database. We tested the database against the agreed target partner profiles in order to identify partner 'clusters' who would be most likely to engage.

Calling and Lead Generation

We called outbound to the target partner clusters. The call was a mix of profiling confirmation and presentation of RSA. We captured enough partner profile data in order to make an immediate assessment of the fit of the partner. High priority targets were taken through an extended call script that presented the full RSA value proposition.

We summarised the calling back to our client, prioritising follow up based on the partners profiling score and feedback from the partner on likelihood to engage.

Partner Leads

Leads were followed up by RSA directly with the partner. bChannels monitored the status of the partner through the process to ensure that all leads were closed.

Why this matters to RSA

Partner recruitment is a key challenge for many of our clients. bChannels clustering and profile scoring methodology is proven to be effective in generating leads.