01
Assess partner fit and market coverage
CONCRETE OUTPUT
Commercial attention focused on the partners with relevant potential.
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ILLUSTRATIVE SCENARIO / 05
Industrial Hardware
Signed partners. Limited commercial activity.
Building an active route to market for industrial computing devices.
THE PRODUCT
Industrial computing devices
THE CUSTOMER
Machine builders and industrial integrators
THE COMMERCIAL MODEL
Hardware sales through distributors and resellers
Illustrative scenario. The deliverables and progress described are envisaged, not achieved results.
01 / COMPANY CONTEXT
A real-world technology business.
An industrial hardware SME supplies computing devices for industrial applications. It sells directly in its home market and wants to grow through distributors and specialist resellers in neighbouring European markets.
The company has signed several partner agreements after trade shows and introductions. Product documentation and pricing have been shared, but opportunities remain sporadic. Some partners wait for incoming requests; others cover competing products or lack the technical resources to support an initial customer discussion. The founder is still chasing individual opportunities across every territory.
02 / COMMERCIAL CHALLENGE
What is slowing commercial progress?
The business has partner coverage on paper without a clearly activated sales channel. A distribution agreement does not establish which customers a partner will target, how opportunities will be developed or who will supply technical support. Recruiting additional partners may create more coordination work before the existing model is functioning.
03 / PEOPLE INVOLVED
Who is involved in the decision?
- The distributor’s management and commercial team
- Partner technical staff and the supplier’s product team
- Machine builders, integrators and end customers
04 / POSSIBLE Market Tandem CONTRIBUTION
Turning commercial priorities into action.
The work below would be scoped with the company after reviewing its actual situation.
02
Agree how the partnership will generate business
CONCRETE OUTPUT
Agreed partner activity with clear commercial ownership.
03
Develop the first opportunities together
CONCRETE OUTPUT
Joint customer opportunities actively developed and followed up.
05 / SIGNS OF PROGRESS
What meaningful progress looks like.
Partners actively approaching named target customers rather than only listing the product.
Clear commercial and technical responsibilities for each live opportunity.
Evidence of qualified partner-led opportunities, with inactive relationships addressed explicitly.
06 / SPECIALIST RESOURCES
Clear roles and responsibilities.
Market Tandem could help select, activate and coordinate commercial partners. Product engineering, stock management, technical training and warranty delivery would remain with the supplier or agreed service resources. Contract terms would require appropriate review, and no partner would be assumed to deliver a particular sales volume.
YOUR SITUATION
Do your partners have a shared commercial plan, or only a signed agreement and a price list?
Use the assessment to explore your priorities, or get in touch to discuss the specific commercial situation you face.