Channel Maven Blog

5 Steps: Drive More Demand Through-Partners with Strategic Segmentation Best Practices

In today’s Channel, most Partners are working with 5-25 Vendors at a time and the more  Vendors they work with, the more communications they receive - every day. In that sea of incoming information, Partners tend to tune out to anything that’s not urgent, which can make it challenging to grab their attention for program updates, trainings, events, and other communications they deem non-essential.
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Channel Program Development: There is No Secret Sauce

When it comes to Channel Program development it would be great if there was a recipe for success, or a field of dreams (if you build it, they will come) scenario to rely on, but unfortunately there really is no one-size-fits-all, secret sauce. After working with a multitude of Vendors on Program development, it’s clear; the Vendor organizations that take the time to look critically at their Partner set, personify their ideal Partners, assess and segment Partners by needs, and come up with programs that serve their uniquely different types of Partners realize the best gains.
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CMCtv Episode 16: Marketing and Digital Transformation in the Channel


Thank you for watching another informative episode of Channel Maven TV (#CMCtv) and a big warm welcome to our guest, Joe Gabriel, Sr. Director Global Partner Marketing at Informatica. Joe and his team work with Informatica Partners to develop programs and campaigns that drive more leads and grow their Partners’ pipelines.

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Building Channel Infrastructure to Better Enable Your Channel

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.

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The ROI on Social Media Content Syndication Just got Worse

From a Vendor perspective, every tool or tactic that engages and assists Channel Partners to sell or develop solutions around yours, is one day closer to them joining your top 20%. This includes content syndication offerings meant to make it easier for Partners to execute marketing tactics. Think blogs and social.

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Vendors and Partners: How do you Define a Successful Channel?

The Channel Maven team has a collective 100 years experience in the channel so, it’s probably no big surprise that we often converse about best-in-class Channel Programs and which components lead to a successful Channel. Lately, we’ve been looking at it from the Partner journey perspective and how this point of view can help build an ideal Channel Program.

When looking for Vendor options, there are of course some common elements Partners identify and review. But beyond those, how (other than looking at sponsored award winners) can they define channel success or rank channel opportunities in order to make the best decision for their situation?

As a Partner looking to add a Vendor to your portfolio, or as a Vendor trying to attract Partners, here are some factors to take into consideration:

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Disruption in the Channel: Rethinking Traditional Partnering

We hear about disruption all the time in the B2C; think Netflix and Uber. However, it’s just as prevalent in B2B, particularly in the Channel with so many Vendors competing for Partner mindshare. In today’s evolving landscape, there’s really only one choice for Vendors: disrupt or be disrupted.

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Differentiate your Partner Program with Virtual Sales Engineers

In today’s sea of Vendor choices, Partners look for Channel Programs that are easy to do business with and profitable so they can focus on their customers’ needs, rather than the needs of their Vendors. With “ease of doing business and expertise” as the driving factors, many Vendors have responded by deploying virtual sales and marketing teams. For most, it’s a well-oiled machine - except for one small glitch. What happens when the Partner needs pre or post sales technical support?

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All I Want for the Holidays is a Complimentary Channel Assessment

In our last newsletter, we offered a complimentary Channel assessment to the first two people to reach out to Heather.

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3 Things to Consider when Re-evaluating Your Partner Programs

One of the biggest challenges facing Partner Programs in the Channel today is that Channel Partners have plenty of options when choosing a Vendor to work with. This means Partners are increasingly inundated with Vendor pitches, presentations and calls asking them to join forces, all while they’re managing their own book of business.

How do you convince potential Partners that your Channel Program stands above the rest?

Hint: Success depends on how you communicate with Partners, which maps to your messaging and the lens through which you craft your Partner-facing talking points.

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Help Partners drive demand with social selling.

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Partners have a preference for how they receive communications from Vendors. Give your Partner communications a make-over.

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Jenn Reed, VP Channel Consulting at Channel Maven Consulting, presented emerging strategies in Through-Partner Marketing at Channel Focus North America. This e-book summarizes her insights.

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