Channel News

Use Customer Segmentation to Enable Partners

Thursday, March 01, 2018

Author: Moheb Moses

I often ask Channel Account Managers (working for vendors or distributors) why they think their partners buy products from them. And I’ll get a range of answers from “we have the best technology” to “great service” to “a strong relationship”.

But at least one person will respond with the correct answer, namely, “to sell it and make money from it”. Because it doesn’t matter how good your technology or service or relationships are - if a reseller can’t sell your product, they won’t buy it. So if we agree that partners buy our products to resell and not for their own use - why do so many vendors enable partners by providing training on what their products do, rather than how to sell them?
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Channel Landscape Changes as Partnering Gets Personal

Wednesday, January 17, 2018

The technology changes that have taken place in recent years have been 'disruptive' to the channel, to say the least. With these changes impacting how businesses are going to market and what partner business models look like (most moving to a recurring revenue business model in part, if not completely), it is no surprise that the way vendors are partnering with these businesses is changing too.

Lynn Haber from Channel Partners has written a compelling article outlining why vendors are moving away from traditional partnering programs to a more indivdualised and personalised approach. It seems that the mix in partner types in the market makes it ineffective to group partners into traditional programs and tiers, which when you think about it, makes complete sense. Read her article to learn more.
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Don't Trust Your Partners? Trade Places

Tuesday, October 03, 2017

Author: Moheb Moses

I’ve been in more than a few meetings with vendors where the question of trust has come up. Typically it sounds like this… “I’ve got an opportunity, and I want to give it to a partner, but I’m concerned they’ll make a mess of it or sell something else, so I’ll hold on to it till I’m sure it’s going to close, and give it to them just before we get the PO”.

The problem with that sentiment is that, although you might think you’re doing your partners a favour, you’re actually robbing yourself (and your partner) of a chance to enable them and maximise their profitability. It’s also educating your partners to behave in exactly the opposite way of how most vendors want their partners to behave. ...Read More

The Right Partner Experience: The Importance Of People

Friday, April 21, 2017

We often talk about the customer experience and how important a positive customer experience is for a partner's success. What we don't often discuss though is the partner experience, which is highly important for vendor success. Diane Krakora from Partner Path quotes recent research indicating that not only is the Partner experience critical for vendors, within that, it is the 'people' component of the experience that seems to hold the most weight for partners.

We all know that the better the experience is, the more the partner engages, the broader the market reach is for the vendor and the more the partner sells for the vendor (obviously). So what is it that partners are looking for when it comes to engagement with people at the vendor? You might be surprised to find out that it is not really about the Partner Account Manager but more about having access to other people within the vendor organisation as well. Read the article in full to find out more, it might just change the access to resources (people) you give your partners. ...Read More

Channel Enablement and Business Success

Monday, October 17, 2016

The benefits of channel enablement and training when it comes to the channel are clear and undisputed. The more your partners know about how to sell your solutions, the more success you and they will have. The problem is that, as a vendor, it can be very difficult to get your channel partners to complete training. They have so many vendors and solutions that they need to get across, how do you get them to focus on yours?  ...Read More

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