Channel News

Are Vendors Leaving Long-Tail Partner Strategies Behind?

Friday, April 27, 2018

Long tail partners are the partners that sit in the 80% of a vendors partner group, but only generate 20% of their revenue. For many vendors, time, money and resources have been put to work trying to build and cultivate partners in that 80% to become bigger revenue generating partners, but is this the right thing to do? Will these partners continue to transact the revenue they already do without additional programs, funding and support?

Jay McBain has written quite an interesting article for ARN arguing that vendors need to stop looking at their partners purely based on the amount of revenue they do. He suggests that perhaps partner programs need to be less focused on revenue generated and look more at the markets and sub-markets that these partners take vendor solutions into. It is an interesting perspective and Jay makes some very good points. Read the article to learn more. 
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CompTIA ANZ Meeting Wrap Up and August Webinar

Monday, July 24, 2017

The ANZ CompTIA Community is going from strength to strength thanks to you! With community membership at over 2,000 and participation growing, the meetings and webinars are fast becoming recognised as delivering real value to IT channel professionals.

The July Community meeting was a resounding success, with it being the biggest and best held to date. The topic of ‘The Future of Partnering in the Channel’ was of great interest to over 130 of our community members who attended the meeting. The overall feedback was that the keynote speakers and panelists featured at the meeting were excellent.

In keeping the quality content coming for Community members, CompTIA will run a webinar on August 23rd. Mark McInnes - Australia's #1 LinkedIn Social Seller for 2016 – will explain the 7 Secrets of Social Selling and how to find new prospects without cold calling. Click on the link below for more information or to register. ...Read More

Is Channel First Just Lip Service?

Tuesday, August 25, 2015

Channel Partners deal with vendors all day long. The relationships that channel partners have with vendors are very important, in fact they are critical to their mutual success. The issue is that not all vendors are the same when it comes to how they engage with the channel.

Part of what successful channel partners do, is align themselves with vendors that best fit with their own business goals and business model. What they also need to do however is to align themselves with those vendors that are genuinely channel friendly. In doing this, partners must assess exactly how vendors demonstrate their channel friendliness, rather than just what they are saying.

This article looks at the differences between vendors touting their channel friendliness and vendors actually behaving in a channel friendly way. It explores what it is that channel partners deem valuable in a mutually successful vendor relationship and includes contributions from long standing channel partner community members and our own Cam Wayland. This article is a good read for both vendors and partners alike.

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Channel Loyalty In 2015

Thursday, April 09, 2015

We are hearing and reading so much about the changing landscape of the channel. We hear how the evolution of Cloud means that businesses need to make fundamental changes to their business models and the way they go to market. It is a case of either evolve with the industry or you won’t survive.

These changes mean that vendors must also look at how they incentivise their partner community and how they create partner loyalty. The methods they have used in the past may no longer be relevant given the evolution of Cloud, the move to annuity based business models and the rise of hybrid partners and pure cloud service providers.

Claudio Ayub has contributed an interesting piece to LinkedIn that discusses what needs to be done in 2015 in order to create partner loyalty. He also covers how he believes vendors now need to approach incentivising their partner community under these new market conditions. To read this interesting opinion piece in full, click on the link below.

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Partner Program Design Checklist

Sunday, July 27, 2014

Author: Cam Wayland
We have recently been asked by a couple of clients to help them design, build and implement a new partner program, either as a re-launch of an existing program or as their first serious attempt at recruiting and managing partners. We hope this article provides an insight into what to do, what not to do, or even prompts you to do a quick check of your own partner program to see if it is suffering from complexity or “program bloat”.

Before going into the intricacies of program design, let us remember what a partner program is meant to do in the first place, what it is not, and ultimately why you need a program of some sort.  ...Read More

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