Guide To: Channel Partner Momentum (Part 1)

Who doesn’t want efficient, scalable growth?

Building real channel momentum can pay dividends. In reality though, creating, maintaining, and scaling channel partner momentum takes investment, planning, and sustained effort – across the entire business.

Here's our POV, but let's share, discuss, and collab in the spirit of partnering! What launch hurdles have you faced?

You’re building a channel from scratch, or you have a semblance of a channel program. Either way, you need to get your channel strategy off the ground. Let's go through 5 steps to launching a channel off the ground:

1. Know the market and your target partner profile

Market Research: Understand your market landscape, customer needs, competitors, and what role partners play.

Ideal Partner Profile (IPP): Define your ideal channel partner, their industry focus, customer base, technical capabilities, market reach, etc.

2. Craft your message (that means something to partners)

➕ Partner Benefits: Think outside in. Think “what’s in it for my partner?” so that you can talk real-talk benefits of partnering with you.

3. Campaign TO PARTNERS

Targeted Outreach: The same way your marketing team markets to prospects –you need to campaign and create demand with IPP partner accounts.

Home for Partners: Set up your partner portal (or a partner-facing landing page on your website) where it’s easy for partners to go and to learn your company / tech / sign up.

4. Make onboarding EASY

🟰 Simple Basics: Develop a step-by-step process to get partners up to speed with company overview, solution demo, tech training, resources and support.

5. Build trust to grow relationships

New Friends: People do business with people they know–and like. Introduce partner sellers to your local sales teams, share account lists, intel, and make deal registration super easy.

Give To Get: If you want channel growth, you’ve got to give. Obsess about what your channel partners want and what they need. If you feed strategic / emerging IPP partners DEALS in the early stages, you'll build lasting ($$$$$) partnerships.

P.S. ⬆️ (#5 Give To Get 🍭) we know is one of THE MOST EFFECTIVE WAYS to spark partner attention and mindshare...which leads to next level channel momentum.

What do you think? Seriously?