Channel Maven Blog
Channel Partner recruitment is fairly simple if your goal is to sign up as many random Partners as you can in hopes a portion of them sell your solutions. Sure, you give them onboarding support, assign a Partner-facing team member, provide assets and probably a portal, but are those enough to move the needle on the 80/20 conversation?
Based on challenges we hear from Vendors, it’s not. Depending upon your list size, let’s say recruitment endeavors net 2000 new Partners but only 10% (200) actually do something the first year but wait – it gets worse. Two years later only 20 of those 200 are still actively selling.
Regardless of your political or religious affiliations, 2017 has been an exhausting year. Whether your team won or lost, I think we can all acknowledge we’re fine seeing 2017 come to a close and hope that 2018 brings collaboration, cohesiveness, and maybe even a little calm? #1 in Chip Cutter’s 50 Big Ideas for 2018 is taking a digital detox and I, for one, am in! Along with the next health craze, the unforgettable public social blunders by a celebrity, and the next fidgeter’s best friend, here are our predictions for the Channel in 2018.
2018 is right around the corner and we recently sent out our final newsletter of the year! I wanted to take this time to reach out and thank each and every one of you for the engaging conversations, great feedback and continued support. It’s been a crazy year with organization consolidations, new business challenges, and what feels like a shift in Channel Programs and resources, to align with the shift to the cloud we’ve been feeling (or at least talking about) for over a decade.
There is a lot of talk of security and dishonesty and saying one thing but doing another. I’m not just talking about The Channel, I’m talking about everywhere and it’s made me more skeptical. My husband, who sends me links to articles and videos on an almost daily basis, is now usually met with my “did you send this?” And I can’t remember the last time I took anything seen on TV seriously, which unfortunately now includes football. #StillGoPats
In a world where attention is a commodity and Partners are pulled simultaneously in numerous directions, Partner Program Optimization (PPO) is key. We know… easier said than done, especially when existing programs have been in place for years and assessing and repositioning the value proposition can’t happen overnight.
Every single day we speak with Vendors about infrastructure to help them better engage and enable their Channels. Luckily, we’ve never built our own and refuse to take referral fees so, we remain unbiased when working with Vendors to discover what’s best for them. Putting together a robust infrastructure is typically a huge undertaking but it doesn’t have to be. It’s possible to take baby steps or take on some elements and not others.
We launched a month long clothing drive to support Dress for Success. For those of you who don’t know Dress for Success, they're a non-profit organization that empowers disadvantaged women to enter and re-enter the workforce by enabling them through training and outfitting them with interview attire .
I have to admit I’ve not been the most festive for Halloween since, well college, but with an 18 month old and some new mavens on the team who have the spirit, I’ve changed my tune.
As The Channel evolves alongside digital transformation, Partners continue to work through their shifts from one-and-done sales models to recurring revenue while working with multiple Vendors. Staying top-of-mind with Channel Partners has always been a challenge for Vendors and as The Channel shifts, the challenge becomes greater and more complicated.