Most tech manufacturers rely on channel partners for sales, but many struggle with partner retention due to poor communication and lack of support. Issues such as not sharing business goals, inadequate ROI, and bad service contribute to partner dissatisfaction, leading to costly separations. To maintain strong relationships, vendors should engage in open dialogue, align strategies, and build trust with their partners.

1. 96% of tech manufacturers sell their products
through the help of a channel partner,
dealer or value-added reseller.
Much is riding on keeping partners happy and loyal.
BAD
COMMUNICATION
50% of partners say
vendors don’t ask
for their feedback
or communicate
program and
product updates
WHY RELATIONSHIPS FALL APART
One in four partners split with a technology
vendor program in the past year.
Those break-ups aren’t cheap:
every time a partner leaves, you need
to go through the expensive process of
vetting and training a new one.
BAD PLANNING
27% of partners say
vendors don’t share
their business goals
or go-to-market plans
BAD RETURNS
30% of partners say
their vendors don’t
provide them with
enough ROI for
their efforts
BAD SERVICE
36% of partners
say vendors
provide poor
service and
support
THE BREAK UP
WAYS TO
LOSE A CHANNEL PARTNER
3
1
4
2
By coordinating your
strategies, you can
ensure you have the
same goals in mind.
Get a better
understanding of
their evolving
challenges so you can
more easily adapt to
new business
methods.
BE OPEN TO
CHANGE
SHARE
GOALS
HOW TO FIX THE RELATIONSHIP
BEFORE IT BREAKS
Learn how you can
help them improve
their marketing
programs
HELP THEM
GROW
By engaging partners
in a collaborative
dialogue you create a
trust-based
relationship that keeps
everyone happy for
the long-term.
BUILD
TRUST
To find out more about how you can
engage with channel partners and
keep your relationships strong,
watch a demo for the Vision Critical
Partner Intelligence Suite.
www.visioncritical.com/partner-intelligence-suite
SOURCES: www.business2community.com, www.channelinsider.com, channeleyes.com