Supporting your channel partner’s marketing efforts is at the top of this list. Increased involvement with campaign development, easily accessible market development funds and the sharing of co-branded marketing materials are all necessary to increase the revenue being produced from your channel community.
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.