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5 Things Your Channel Partners Really Want from Your Partner Program


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Through industry surveys, partner communities, and channel advisory boards, channel partners are telling IT vendors exactly what they want in an ideal partner program. How do your channel partners feel about your partner program? Are you listening? Here are 5 of their top requirements.

Whether you already have an established distribution channel like Microsoft, HP, IBM, Cisco, Intel, or Oracle, or are just beginning to think about indirect channel management, you need to know what your channel partners really need to be successful.

Published in: Business
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5 Things Your Channel Partners Really Want from Your Partner Program

  1. 1. The 5 Things Your Your Partner Program Channel Partners Want From
  2. 2. 1. Have a real relationship with them as business partners. Don’t just dump your program on them and walk away.
  3. 3. Continuously communicate new info, provide counsel, keep your word and work with them to build mutual trust.
  4. 4. 2. Simplify your partner program. Complicated programs take time to manage and are really a pain.
  5. 5. Make it easy to execute programs, request funds and put in a claim. Then, send them your payment within a month.
  6. 6. 3. Stay off their turf. Never get in between your channel partner and the relationship they have with their customers.
  7. 7. They know how to best communicate with their customers. Create materials they can customize.
  8. 8. 4. Implement an automated system so they can manage their program participation.
  9. 9. Tracking, reporting, payment processing, approvals and claims should be able to be done quickly and easily online.
  10. 10. 5. Cash is king (and queen) when it comes to sales contests, SPIFs and co-op marketing campaigns.
  11. 11. Skip the account credit and junky prizes and pay them in cash.
  12. 12. Excerpt from TECHmarc Labs post: MDF and Co-op Marketing funds: An IT Vendor’s Guide to Sales Growth Music: Josh Woodward, I will not let you let me down, The Wake