About:

GE Healthcare (GEHC), a division of General Electric Company, is a $19B annual revenue business
headquartered in Chicago, IL, USA, with operations across the globe. GEHC manufactures critical medical equipment ranging f
Business case study summary:
GE HC operates across several countries and continents serving a variety of customers through its
direct channel of sales as well as through Independent 3 rd parties (referred to as Channel Partners or CPs). The channel partne
GE has 1500+ channel partners who are broadly classified into large, mid-sized & small sized
segments based on their revenue and the size of the companies. These different segments have varying business ne
The below picture gives the broad spectrum and concentration of our channel partners across the
globe

CP# by Region
300
150
150
380
75
100 80
AKA EMEA ISA USCAN LATAM China Japan
Indirect distribution is predominant in certain geographies that includes AKA (ASEAN Countries, Korea
& Australia/New Zealand), India & neighbouring countries and China, while in the other regions – it varies between 20 – 40% o
Objective:
Objective of this case study is to understand the functioning of 3 rd party Channel Partner ecosystem in other/similar organizati
 Industry best practices in this space focusing on partner marketing & sales management
o CP performance, and incentive mechanisms
o CP deal management
▪ Co-branding, joint marketing, campaigns, and lead generation
o CP Sales Force enablement
▪ Product content, literature, training, collaboration
 Recommendations for maximizing the growth potential, identify disruptive methods of business models and the
al equipment ranging from ECG machines to MR systems across the modalities of Imaging, Ultrasound and Life Care Solutions.

Ps). The channel partner side of the business contributes to more than 40% of our equipment business. And in that context, it is an impera

e varying business needs & hence the maturity of sales operations & digital infrastructure & solutions to support the needs are

ies between 20 – 40% of GE Healthcare’s total revenue.

other/similar organizations and industry verticals to identify best practices and recommendations on having an efficient and effective CP e
siness models and the digital capabilities & solutions required to achieve them in relation to the above areas.
are Solutions.

at context, it is an imperative that the 3 rd party CPs and their sales teams are equipped to represent GE HC in front of the end customers, h

support the needs are different.

fficient and effective CP ecosystem including, but not limited to

n front of the end customers, hospitals, clinics and other medical facilities in terms of product knowledge, sales/service tools and digital en
ales/service tools and digital enablement to enable an uniform customer experience as well as a uniform and accurate representation of G
d accurate representation of GE HC products and services.
 Direct orderr Indirect oder
AKA 150 271813774 321461439 0.541842
China 150 762705791 938685882 0.551717
EMEA 380 2068391674 812381243 0.282001
ISA 80 133727831 99451874 0.426503
Japan 300 746553843 111861193 0.130311
LATAM 75 208553314 124538219 0.373886
USCAN 100 3156524361 357470973 0.101728
7348270588 2765850823 0.273464