How to Establish a Flawless Channel Partnership
With Saas (Software as a Service) providers and Cloud-based solutions continuing to emerge in today’s marketplace, business-to-business (B2B) corporations now have palpable insight into channel partner enablement procedure.
4 Keys to Channel Partner Enablement Success
1) Product Education
Blame instincts or our egotistical predisposition, but us humans hate to put the blame on ourselves. This goes especially true when evaluating channel partner performance. After deciding on a specific partner, the vendor is responsible to properly inform the (distributing) marketing team on the product’s functionality, its intended demographic as well as provide consistent support to any questions and quality customer care. By establishing a cohesive and unified business partnership, you give your business the best opportunity to thrive.
2) Partner Motivation/Behavior
Your channel partnership should be a direct correlation to your businesses’ ethics and goals. Therefore, if you have even the slightest indication that a potential channel partner doesn’t value your product or exhibit the same passion as you do, look elsewhere.
3) Partner In-House Resources
What technical resources does the channel partner have that will assure an effective partnership. Get a good sense of their network infrastructure and how well-versed they are at properly identifying conflicts. If possible, research past issues that may have warranted crisis communication. Find out what their public relations team pursued to diffuse the situation; in other words, be the “fly” on your channel partner’s “wall.”
4) Track Record
As self-explanatory and obvious as it may sound, vendors often commit the ghastly mistake to inadequately measure the past and current performances of their channel partners. It’s imperative to implement a third-party perspective before opting on the right distributor. Investigate the past and current testimonials from resellers. A the same time, speak with reseller’s customer service department to get an overall feeling for how educated their in-house team is.
Incentivize Partners with Diverse Channel Management Solutions that Support Mutual Objectives
Computer Market Research (CMR) brings over 30 years of experience to the indirect channel sales industry.
Through our state-of-the-art automated software, businesses can:
- amplify their B2B marketing efforts
- optimize trade promotions
- customize unique program guidelines
- build effective distribution channels
- establish transparent and objective BB communication
- strengthen their bond with channel partners