Guide To: Channel Partner Momentum (Part 3)
Congratulations! You’ve launched your channel partner program (Part 1) and learned to build momentum by keeping partners engaged (Part 2). In this final chapter, we’ll explore how to future-proof your channel strategy and build a partner ecosystem that thrives for years to come.
1. Ecosystem Expansion: Diversify Your Channel
Broaden Partner Types: Expand your ecosystem by recruiting the right mix of partner types (ex: VARs, MSPs, SIs, Cloud Providers) to meet customer needs.
Strategic Alliances: Partner with complementary ISVs to create joint solutions that deliver added value for customers.
2. Advanced Incentive Programs: Reward Excellence
Tiered Incentives: Develop multi-level programs that reward top-performing partners with exclusive benefits like higher margins, early access to new products, or premium marketing support.
Specific, Time-Bound Incentives: Offer quarterly rewards that will motivate your channel to fuel a strategic area of focus for your business (solution-specific deal registrations, competitive take-out deal registrations, integration adoption, etc.) Make these tangible and super motivating.
3. Automate Partner Operations: Scale Smarter
Partner Relationship Management (PRM) Systems: Leverage PRM tools to streamline partner onboarding, track performance, and deliver personalized content at scale.
Self-Service Tools: Equip partners with digital resources like deal registration platforms, marketing automation, and easy-to-consume training modules.
Embrace Emerging Tech: Explore AI, automation, and other innovations to to reduce friction and enhance partner engagement and effectiveness.
4. Focus on Partner ROI: Make the Business Case
Show Tangible Value: Consistently demonstrate how your partners succeed (win more, win faster, retain more) and profit (margins) by sharing partner win wires case studies, testimonials, and ROI analyses.
Revenue Growth Enablement: Provide tools like joint business planning, pipeline acceleration strategies, account mapping, and market intelligence to help partners uncover new opportunities.
5. Leverage Advocacy for Growth: Build Champions
Channel Insights: Solicit feedback and insights through partner advisory councils, for example. Use this valuable perspective to better inform your channel strategy and partner program.
Channel Advocates: Create opportunities for high-performing partners to participate in speaking engagements, press/analyst briefings, or events positioning them as thought leaders.
In Summary
Partners are more than order takers—they're extensions of your brand. Invest in their success, nurture trust, and lead authentically. When they win, you win, creating lasting growth for everyone.
