Enabling partners of all types to leverage vendor content, messaging, branding, and demand generation initiatives in their local markets is critical to driving a winning customer experience. - Forrester

Assisting and collaborating with your channel partner’s sales and marketing initiatives has become an essential part of channel marketing.  Many partners lack the resources or expertise to effectively sell your products.  To combat this, companies must take a more hands on approach.

Market Development Funds

Often times channel partners don’t take advantage of available funds due to the lengthy and sometimes arduous process of obtaining them.  Make your applications easy and provide your partners with a list of approved vendors to which they can outsource their marketing efforts.  This will speed up the process and encourage your partners to focus on selling your products.  MDFs and Co-op funds are a great way to help your partners build brand awareness and establish a foothold in your target industry.  Making sure they are easily obtainable and provide a solid return on investment should be one of your top priorities.

Collaborative Marketing

Sales and marketing content is one of the most important tools you can provide to your channel partners.  You will also want to equip them with the proper training and education on your products and services.  You should provide your partners with content and scripting that targets potential buyers at all stages of the buying process.  This will ensure a uniform message and will help to steer prospects towards making a purchase decision.  Continuous content and training should be provided throughout your partnership.  This will keep your partners focused on your offerings and allow them to remain sharp and up to date with any changes.

Company Visits

Visiting your partners periodically can provide many benefits to both parties involved.  It allows you to get face time with the team that is responsible for selling your products or services.  It also provides you an opportunity to dive into your partner’s sales process so that you can provide insights on how to better present your goods.

Alignment

You will want to target companies that already possess a strong customer base with a need for your solutions.  There should also be an opportunity for them to expand into your target market and provide you with networking opportunities to further increase your reach.  Ensure there is no conflict of interest with your partner such as competing products or partnerships with rival companies.  It is also important to seek out a partner that shares the same vision as your company and is committed to working with you into the future.  Make sure your partners become experts in your offerings to ensure a consistent message.

Management

Each partner relationship should be nurtured with the same attention you show to your highest profile clients.  Assigning an individual to serve as a partner manager and champion will ensure each account is being supported properly.  Having a point of contact that holds weekly meetings with their assigned partner and is available for any requests or questions can have a dramatic impact on sales.  It also allows for better communication which will lead to a long-lasting relationship.

Incentives

It’s important to realize that many companies will have multiple channel partners and also their own products and services they’re trying to sell.  In order to remain a priority and keep the focus of your partners you will need to create a competitive incentive program.  While bringing in revenue is the goal of your partnership you need to ensure the relationship is mutually beneficial.  The opportunity to obtain rewards and incentives has a dramatic influence on sales efforts.  These benefits are what will motivate your partners to use their best resources to sell your products and will also encourage them to continue to sell on your behalf.

Personalization

It’s important to recognize that not all partners are the same and the needs, clientele and sales process can vary greatly from company to company.  Conducting intensive meetings to uncover specific needs or short comings from the very beginning will give the partnership the best chance for success. 

Outsourcing

It’s entirely possible that your company does not possess the resources to support all of the needs your partners may have.  In this case it may be a good idea to encourage your partners to outsource some of their marketing tasks.  This will allow them to focus on sales and ensure their marketing efforts are having their desired effect.