This document outlines the four life stages of a successful channel program: look out stage, appearing stage, boosting stage, and maturing stage. Each stage has key questions to guide strategy and goals for attracting, enabling, motivating partners to generate revenue and grow the program. The document stresses that achieving sustainable growth requires matching strategies, resources and tools to the specific life stage of the channel program.

1. Life Stage of a Successful
Channel Program

2. 2
Look Out Stage Appearing stage Boosting Stage Maturing Stage
Success strategies for Each Channel Program Life Stage
Spot and Attract
Best Partners
Activate and Motivate
Partners
Drive More Partner-
Led Revenue
Generate more Producing
Partners

3. “
STAGE 1
Look Out Stage
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4. KEY QUESTIONS FOR STAGE 1
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1. How do we attract new partners?
2. Once a partner finds us that happens next?
3. How do we make sure a partner who
expressed interest doesn’t disappear?
4. Do you have the supporting tools for Step
1: Look Out Stage

5. “
STAGE 2
Appearing stage
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6. KEY QUESTIONS FOR STAGE 2
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1. How do we encourage and enable a partner to sell for
us?
2. How can we encourage rapid deal flow?
3. What can we do to pro-actively trigger revenue?
4. How do we plan for success with partners?
5. Do you have the supporting tools for Step
2: Appearing stage

7. “
STAGE 3
Boosting Stage
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8. KEY QUESTIONS FOR STAGE 3
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1. How do we track plan and partner performance?
2. How can we pro-actively drive more revenue
generating activity with our partners?
3. How can we drive more outbound marketing with
partners?
4. How can we help partners deal with scale as revenue
increases?
5. Do you have the supporting tools for Step 3: Boosting
Stage

9. “
STAGE 4
Maturing Stage
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10. KEY QUESTIONS FOR STAGE 4
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1. What is the best way to measure program performance?
2. How can we enable our partners to drive growth within their
organizations?
3. How can we help our partners promote their business to
more customers?
4. How can we re-engage with inactive partners?
5. How can we grow the footprint we have with existing
partners?
6. How do we know what people at our partner organizations
need and want to help drive success?
7. How can other organizations help grow our partner base?
8. Do you have the supporting tools for Step 4: Maturing Stage

11. In a Nut Shell
Achieving sustainable growth with your
channel is only possible if you match your
strategies, resources and tools with your
channel organization’s life-stage. The first
step is to figure out exactly where your
channel program is in its life-stage
development. Then you need to define
your goals, needs and resources to this
life-stage. This alignment will guide your
strategy to select the right systems and
tools to achieve your channel life-stage
goals.
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12. THANK YOU!
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