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