One of the central aspects of growth in 2019 is having not only a valuable and unique value proposition, but a dynamic and well established chain of partners that connect your product to your current as well as potential customers. Your channel of value added resellers and distributors can be the determining factor of building your brand from a small business to a large or even enterprise level company over time. Examining the current successful companies with channel partners which were crucial to their respective success stories is a great place to begin your research for building and planning your channel. There are 3 distinct elements which are present in a robust alignment of channel partners, and they should be at least considered before building yours.
In order for your channel community to thrive, they need your support. One of the best ways you can do this is by helping to bolster their marketing initiatives. This may include infusing market development funds, providing marketing content, and taking a more hands on approach to their overall strategy.
Recruiting new channel partners is a necessary task in order to maintain a truly effective channel marketing community. The fit, quality and resources of a company will have a significant impact on their ability to drive sales for your organization. In order to recruit the best partners, you need to take a strategic approach with a stringent vetting process while offering true value to your potential partners.
Simply providing sales and marketing content to your channel partners is not enough, they need strategy and direction. Many partners lack the bandwidth to create a plan based on the materials they receive and often times valuable content assets go unused. In order to curb this and maximize the usage of your materials, a few key steps are necessary.
In many cases companies spend the majority of their resources on larger channel partners as they often have the reach and bandwidth to sustain a large volume of sales. While this may be true, there is a major opportunity in focusing on your small to mid-sized partners. In many cases these types of companies will make up the majority of your channel community. Focusing a larger amount of resources toward these partners can help to engage them, allowing you to maximize your channel revenue.