Channel Enablement

Effective Channel Enablement is much more than conducting product awareness training or even certification training. Having partners that are truly enabled that can proactively sell and support your product requires alignment of vendor strategies, supporting processes and programs, not ad hoc product training sessions or webinars.

Channel Dynamics can help vendors and their distributors tailor a structured channel enablement plan that will lift the level of partner performance by leveraging and maximising existing channel program resources, regardless of whether you are managing 50, 500 or 5,000 partners.

Channel Dynamics market research has shown that while MDF is often at the cornerstone of channel enablement, the majority of vendors are underutilising between 15-35% of their annual MDF budget. This is usually due to unclear or restrictive rules, ad hoc planning, misaligned objectives, poor or unstructured channel communications or inefficient back of house systems.

Regain control of your channel

Channel Dynamics can help you regain control of your channel enablement processes by identifying the gaps in your existing channel training, channel program structure, or partner recruitment/on-boarding processes, and recommending practical solutions to improve partner performance.

The following is a quick checklist to see if you have a well-enabled channel. If your answer is “No” to two or more of the points, then perhaps there are some channel enablement gaps or opportunities for improvement.

  • Proactively identify new customers for your product or solution
  • Engage with customer decision makers and articulate a clear value proposition
  • Understand and comply with the program rules
  • Complete training or certification programs as required
  • Utilise MDF or Co-op funds in a meaningful manner to achieve acceptable ROI
  • Leverage rebate or incentive programs such as deal registration effectively
  • Know who when and where to contact if they have an enquiry or opportunity

The acid test for an effective channel enablement strategy and program is whether or not you believe your partners can identity a new opportunity autonomously, leverage the vendor program incentives, and close the deal unassisted.

While a handful of partners maybe able to do this, can the majority of your certified channel partners do this?

While channel partners are asking for more of everything, vendors and distributors are being asked to do more with less. Channel Dynamics can design a full channel enablement program from scratch, or conduct an audit of the existing on-boarding, training and partner program to ensure the best use of valuable channel resources.

Channel Dynamics approach is to help our clients see that effective channel enablement is much more than product training, but a holistic approach that aligns vendors’ strategies, partners’ capabilities and customers’ requirements more effectively within the overarching channel program and associated budgets.

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Comments From Our Clients

  • "I have worked with Moheb on several channel projects including the ARN IT Industry Awards. He has deep channel knowledge and is passionate about how indirect sales can deliver product to market effectively. I would recommend him to anybody looking to build or improve their sales channel"
    ARN – Editorial Director, ARN, IDG Australia
  • "Moheb, apart from his extensive knowledge of the ANZ channel, is an excellent presenter. I have used him on many occasions to present some "unique" sales training courses, and would wholeheartedly endorse his professionalism and ability to deliver on commitments"
    Adobe – Channel Sales Manager
  • "It's great to finally work with an organisation that understands the simple and practical ways of maximising channel value"
    CA – Director, Channel Sales
  • "Channel Dynamics provided us with a straight forward and completely practical way to teach our channel how to understand and deliver complex messaging to their customers. Through this project we were able to set completely new positioning, in a very efficient and timely manner"
    Cisco – Regional Manager Channel Sales
  • "I have engaged Moheb and Cam for channel surveys and the facilitation of planning sessions. They bring with them a detailed understanding of the ANZ channel and knowledge of the market, and added measurable value back to our organisation."
    Citrix – Manager, Channel Development Team
  • "The Channel Dynamics team was a tremendous help in driving toward a more optimized, streamlined, and rational approach toward managing our channel, and helping them and us to grow"
    Citrix Systems – Area Vice President, ANZ
  • "The team at Channel Dynamics helped us understand the channel landscape, identify complementary partnerships and build a strong value proposition that addresses the IDEAL 15 questions"
    Dell – Channels Director
  • "Cam & Moheb are two of the best guys in the industry. Their knowledge of the channel and their professional approach makes them a pleasure to deal with. They have certainly made a difference to the way we do business - I can't recommend them highly enough"
    D-Link – Marketing Director ANZ
  • "Spot on. Cam had a lot of market knowledge and really stimulated discussions. The content was relevant, and I will be able to apply the content gained to my role."
    Ingram Micro – Product Manager
  • "Cam had excellent (inside) knowledge of the industry"
    iProvide – Partner Manager
  • "The most relevant training for the channel that I've ever seen and the feedback from every member of our sales team who attended his course was fantastic. If you're looking for an effective channel model, have a chat with Moheb."
    itX Group Limited – Marketing Manager
  • "The real value of Channel Dynamics is their channel insight and professional approach. Their research provided us with valuable feedback from executive management within our partners, which gives us the building blocks to develop and enhance our channel program."
    Juniper Networks – Channel & Enterprise Marketing Manager ANZ
  • "The absolute best training course we have ever done. Really hit the hot buttons where we were experiencing difficulties talking to resellers, and enabled us to talk to partners in a much more relevant manner. I would certainly recommend it."
    Lexmark – General Manager Channels
  • "Channel Dynamics delivered a combination of strategy development, training, recruitment, and general board level consultancy that significantly contributed and shaped the growth of our business. I could not recommend them more highly for their professionalism, knowledge, wisdom and experience"
    Mailguard – Sales & Marketing Director
  • "Channel Dynamics helped us focus and build upon our own knowledge and strengths to enable us to go to market with a strong, consistent message. The results were truly remarkable!"
    Netgear – Director - Distribution & Retail
  • "I have done several channel courses, and this one was tailored to the market we address. The other programs were cookie cutter approaches"
    Optus – Channel Manager
  • "Channel Dynamics has helped us to define a partner framework from beginning to end and has consistently exceeded our expectations in regards to their professionalism and the way they transfer their knowledge"
    Software AG – Channel Manager
  • "In one word their course was SUPERB. I also found that it provided a great environment for team building. The course encourages an environment where you learn the personal side to your partners, customers or colleagues"
    Symantec – Business Development, Education Services
  • "Channel Dynamics has always added tremendous value in my role as a Channel Director. The combined experience and knowledge of Moheb & Cam make it very difficult to go past them whether you need to train your staff, build strategy or improve partner engagement. In fact they can pretty much fulfil all your needs when it comes to partnering"
    VMWare – Channel Director
  • "There are many consulting companies but there is only one Channel Dynamics. The difference is their experience. Our engagement with them gave us an insight into our channel requirements that we never would have found by looking from the inside out"
    Watch Guard Technologies – Sales Manager
  • "Channel Dynamics understands our business, customers and partners. We don’t have to spend time teaching them our business - they get it. They are always professional, consistent, focussed on attention to detail, and the follow through is outstanding."
    Westcon – General Manager, ANZ