Successful partner engagement is crucial for product placement and relies heavily on partners and retailers. Building strong relationships through active listening and responsive programs enhances satisfaction and sales for both brands and partners. Empowering channel managers with resources and encouraging open communication fosters loyalty and improves return on investment.

1. Key Elements of Successful
Partner Engagement

2. Why partner engagement is
necessary?
• Product placement is the first thing that needs
to be done, even before the product is available.
• Companies rely heavily on partners and
retailers.
• Partners may have multiple principal companies
for the same segment of the product.

3. Tips for
Partner
Engagement
Building
Relationships
Empower
Channel
Managers
Constructive
suggestions
from
Partners
‘Listen’ to
partners and
regularly
follow-up
Designing
responsive
channel
partner
programs

4. Building Relationships
• Relationships are a two-way street.
• When strong relationships are built, all the parties get
satisfaction and value.
• Channel partners should be treated as an offshoot of
the brand itself.
‘Listen’ to partners and regularly follow-up
• Brands need to ‘listen’ to the partners and engage in dialogue.
• Channel partners are closer to market, closer to customer and
more exposed to the competition.
• Brands should have scalable and continuous dialogue with or
without the Channel Manager.

5. Designing responsive channel partner programs
• The brand needs to invest towards understanding the channel
partners, their requirements and difficulties.
• Take care of needs and challenges of the partners.
• Helps channel partners to sell more to the customer.
• Improved return on investment (ROI) for the brand.
Constructive suggestions from Partners
• Ask for productive suggestions from partners to help you sell
more.
• Pushing irrelevant marketing material isn’t a good idea and you
run the risk of losing partner’s trust.
• Ask partners to provide their inputs and create material that can
help them sell more to the end customers.
• Open communication will help them gain confidence in your
product.

6. Empower Channel Managers
• Channel managers provide partners with the tools and resources
they need to make the most of the brand’ marketing material.
• Provide channel managers with the means using which partners
and value-added resellers can be engaged and kept interested.
• This leads to more leads, more sales and of course, better ROI.
• In order to create partner loyalty, partner commitment is crucial.
• A well-thought and implemented channel partner program is
what encourages the partners to remain committed and
motivated.
• Let them be experts on your products and solutions.

7. For further information, check out our blog: http://www.triad01.com/blogs/key-
elements-of-successful-partner-engagement.php