Channel managers that overlook their smaller partners may be leaving a great deal of revenue on the table. In many cases channel programs feed their larger partners while smaller VARs are left to fend for themselves. While it is important to recruit new partners and expand your footprint, it is even more so to dedicate resources to supporting your smaller partners.
When you invest wisely in your channel partner community, you can expect to see gains in both revenue and partner loyalty. The trick is knowing the best place to allocate your resources.
Your channel partner community is an extension of your company and should be provided the same resources to attract prospects and close deals as your inside sales and marketing teams. The more prepared your channel partners are to sell your product, the larger the revenue you can expect from them. Here we break down some common pain points channel partners in the technology industry experience today.
The primary trends within channel marketing circles are for companies to be more involved with their channel communities and to provide better sales and marketing support. Partners tend to be more engaged and successful when companies take an active role in supporting their efforts.
Channel partner management is all about aligning products, sales and marketing to create a strong channel community that drives business, delights customers and provides value to all parties. Channel partners can be a tremendous asset, enabling your company to reach niche markets while acting as an extension of your internal sales team. This relationship only works when each aspect is aligned and partners receive the support needed to make sales.