Target Audience Profile

for Channel Partners

Use this form to create a target audience profile (TAP) of your channel partners. You can
use this information in all stages of your communications planning.

Demographics
In the following table, enter the information that you need in order to create a profile of your
channel partners. Use the TAB key to move to the next field.

Individual
Decision-maker or influencer? Influencer Decision-maker

What daily activities related to selling and      

marketing our products does this individual
do?

Current or new channel partner? Current New

What is this individual's familiarity and prior      

exposure or experience with our product?

What information sources did this individual      

use to make partnering or purchase
decisions? (List in order of priority.)

Location:      

Gender: Male Female

Age: < 25 25—30 31—40

41—50 > 50

Nationality:      

Education: Less than high school diploma

High school diploma
2-year degree
4-year degree
Graduate or postgraduate degree

Employment history:      

Company

TAP for Business-to-Business Marketing Printed on 3/21/2011

 Has this company resold or purchased our Yes No
products before?
If yes, which ones?      

Company size:      

Company’s market segment:      

Industry:      

Location:      

Product usage
How are our products sold or marketed by      
this company?

Who in the company sells or markets our      

products?

How many products has the company      

purchased from us in the past?

How much business or revenue has this      

company generated for us in the past?

Does the company sell or market competing Yes No

products?
If yes, which ones and from whom?      

Partner selection
What criteria does the company use to select 1.      
partners? (List in order of priority.)
2.      
3.      
4.      

What is the company’s typical budget for our      

product?

What is the company’s budgeting process      

(including timing)?

What process does the company use to select      

partners?

Who is involved in the partner selection      

process?

TAP for Business-to-Business Marketing Printed on 3/21/2011

Psychographics
In the following table, enter information about your channel partner.

Personal goals and ambitions:      

Professional goals and ambitions:      

General impression of our company:      

General satisfaction with our company: Very satisfied

Mostly satisfied
Somewhat satisfied
Not satisfied

General impression of our partnering      

programs:

General satisfaction with our partnering Very satisfied

programs:
Mostly satisfied
Somewhat satisfied
Not satisfied

General impression of our products:      

General satisfaction with our products: Very satisfied

Mostly satisfied
Somewhat satisfied
Not satisfied

Perceived barriers to being our partner:      

Perceived opportunities to being our partner:      

Perceived fears associated with being our      

partner:

Perceived enjoyment or benefits associated      

with being our partner:

TAP for Business-to-Business Marketing Printed on 3/21/2011