Author: Cam Wayland
Recently I’ve been working on several channel program design projects, and I am surprised to see vendors invest so much effort into their program offering (tiers, benefits, etc), but not put much thought into the actual engagement model. The end result is usually some form of channel conflict, or gaps between partner’s expectations and vendor deliverables, often resulting in dissatisfied partners.
Based on our experience, best practice involves firstly thinking through the appropriate go-to-market strategy for the target market, then designing the partner program to support this. Then make sure that the physical resourcing, channel or sales functions and associated compensation schemes are aligned to support the first two. And finally, document this with published rules of engagement.
Just as importantly, to qualify for best practice, there needs to be clear and enforceable consequences for breaking the published rules of engagement, otherwise why bother with having any rules in the first place. But before we look at solutions, it is worth looking at what we see as the most common problems when there are either no rules of engagement or poorly aligned engagement practices. See if you can identify with any. Read More