Having spent over 30 years in this industry, I’ve seen some bad behaviour from partners. But to a large extent it’s often a reaction to bad behaviour from vendors. So with a surname like mine, it seemed kind of obvious that I take a leaf out of the Bible and lay down my 10 commandments … Continued
In my experience, the number one reason partner strategies fail isn’t anything inside the partner organisation itself – it’s something else within the vendor’s own business. Misalignment. Too often, partners aren’t embedded in the overall vision, mission, or strategy. Many vendors keep pouring money into expensive direct sales models (even when those teams underperform) yet … Continued
Ok, so you’re a vendor who’s “100% channel”. Great! But is it working for you? Because I meet a lot of vendors who say they have a “100% channel” model but still complain about lacklustre results from non-performing partners. If that’s you, my guess (based on having assisted more than 180 vendors over the last … Continued
In the competitive landscape of the IT industry, the effectiveness of a company’s channel strategy can be the difference between success or failure. Channel managers play a crucial role in driving revenue, expanding market reach, and fostering strong relationships with partners. Which is why it is so surprising to me that so many companies hire … Continued
In 2017 I wrote an article about 10 Lessons that Channel Managers could learn from Trump. Watching the Trump-Harris debate a few nights ago prompted me to think about that article, and see what we could learn from this debate. Firstly, I should say that while I’m not a Trump supporter, and believe that Harris … Continued
In the XaaS and managed services world, we don’t make money from winning customers… we make money from keeping customers. So when I see a company doing everything it can to alienate its loyal customers, I look at what lessons can be learned so that MSPs, vendors and distis don’t fall into the same trap. … Continued
Would you recruit a sales rep for your business just because they were enthusiastic, and knew someone they could sell your product to? Without an interview? Without references? Without discussing salary or sales targets? It sounds a bit crazy doesn’t it! But that’s exactly what vendors do all the time with their channel partner recruitment. … Continued
One of the interesting dynamics of our industry is how quickly new technologies (whether they are developed internally or through acquisition) can alter a company’s direction. For example, it can happen when a vendor transitions from perpetual to XaaS, or when a software vendor acquires a hardware company (or vice versa), or when a new … Continued
Over the last 6 months, our single most requested workshop has been training Enterprise Account Executives to better leverage partners to win business and grow revenue. From our experience, vendor account executives (ie. salespeople who engage directly with end users) can be one of the best, or worst, resources a vendor can provide for their … Continued
There’s plenty of evidence that selling indirectly through solution providers is an extremely efficient route to market for tech vendors. However, that success is often predicated on those same vendors knowing how to sell through the IT channel—why they want to do it, where to find the best partners, and when to use them. That, … Continued
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