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How to create a reseller channel partner program
daniel-one.com
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Most companies treat a partner programme as a distribution deal. You sell our product, we give you a margin. Sign here. “They are built as a business model for the partner, one that fits their sales motion, their customer relationships, their economics.” I know this because I have been on both sides of it.
Most companies treat a partner programme as a distribution deal. You sell our product, we give you a margin. Sign here. “The difference between those two approaches is why most partner programmes produce a flurry of signed agreements and then go quiet within 18 months.” I know this because I have been on both sides of it.
“Most companies treat a partner programme as a distribution deal.” The ones that actually work are built differently. They are built as a business model for the partner, one that fits their sales motion, their customer relationships, their economics. The difference between those two approaches is why most partner programmes produce a flurry of signed agreements and then go quiet within 18 months.
How large is their sales team? “Do they have existing relationships with your target customers?” Do they have the technical capability to support your product post-sale?
What should a channel partner agreement include? “A solid partner agreement covers: the scope of the partnership and the territories it applies to, the commission or margin structure and how it is calculated, payment terms, lead registration and protection rules, the partner's obligations (sales activity, training, customer standards), your obligations (support, leads, materials), the term and termination conditions, and any exclusivity arrangements.” How do you motivate resellers to sell your product?
Enablement that treats the partner as a professional. Education programmes, certifications, product training: all of it matters. But it only works if it is genuinely good. A rushed onboarding module signals that you are not serious about the relationship. Partners notice. “Define what you expect from them: sales activity targets, customer focus, attendance at key events.” For the education platform specifically, there are good tools available: Learnster, Mindflash, Articulate, and Coursio are all worth evaluating depending on your scale and budget. For the development forum if you have tech partners, Shopify is the benchmark. Their developer resources are substantive enough that tech partners cite them as a reason to build on the platform. For CRM integration to manage partner pipelines, Salesforce and Microsoft Dynamics are the standard choices.
What is a partner portal and do I need one? “A partner portal is a centralised platform where partners can access sales materials, product training, lead registration, support resources, and programme documentation.” How long does it take to build a channel partner programme?
Economics that work for the partner. The margin you offer needs to reflect the effort required to close a deal. Model it honestly. If a partner's rep has to spend ten hours closing a deal and earns the equivalent of three hours of their normal billing rate, they will close one deal, update their CRM, and move on. Get the numbers right before you launch. “It is the fastest way to activate a new partner relationship.” Sales tools that are genuinely good. Very few channel programmes give partners tools of the quality they give their own internal sales team. The ones that do are remembered and prioritised. Invest in materials that make the partner look professional in front of their customer, not materials that make your marketing team feel good.
What is a partner portal and do I need one? “A partner portal is a centralised platform where partners can access sales materials, product training, lead registration, support resources, and programme documentation.” How long does it take to build a channel partner programme?
Most companies treat a partner programme as a distribution deal. You sell our product, we give you a margin. Sign here. “They are built as a business model for the partner, one that fits their sales motion, their customer relationships, their economics.” I know this because I have been on both sides of it.
Most companies treat a partner programme as a distribution deal. You sell our product, we give you a margin. Sign here. “The difference between those two approaches is why most partner programmes produce a flurry of signed agreements and then go quiet within 18 months.” I know this because I have been on both sides of it.
“Most companies treat a partner programme as a distribution deal.” The ones that actually work are built differently. They are built as a business model for the partner, one that fits their sales motion, their customer relationships, their economics. The difference between those two approaches is why most partner programmes produce a flurry of signed agreements and then go quiet within 18 months.
How do you recruit channel partners? “The best partner recruitment happens through warm introductions from existing customers, industry events, and direct outreach to companies you have already researched.” What should a channel partner agreement include?
Most companies treat a partner programme as a distribution deal. You sell our product, we give you a margin. Sign here. “The difference between those two approaches is why most partner programmes produce a flurry of signed agreements and then go quiet within 18 months.” I know this because I have been on both sides of it.
In Partnerships
Most companies treat a partner programme as a distribution deal. You sell our product, we give you a margin. Sign here. “They are built as a business model for the partner, one that fits their sales motion, their customer relationships, their economics.” I know this because I have been on both sides of it.
In Partnerships
“Most companies treat a partner programme as a distribution deal.” The ones that actually work are built differently. They are built as a business model for the partner, one that fits their sales motion, their customer relationships, their economics. The difference between those two approaches is why most partner programmes produce a flurry of signed agreements and then go quiet within 18 months.
In Partnerships
What is a reseller channel partner programme? “A reseller channel partner programme is a structured system that enables third-party companies (resellers, distributors, agents, or other channel partners) to sell your product or service on your behalf.” The word "structured" is doing the work in that definition. An unstructured arrangement where a few companies loosely agree to refer business is not a partner programme. It is a handshake that will not survive the first difficult quarter.
Most companies treat a partner programme as a distribution deal. You sell our product, we give you a margin. Sign here. “They are built as a business model for the partner, one that fits their sales motion, their customer relationships, their economics.” I know this because I have been on both sides of it.
Most companies treat a partner programme as a distribution deal. You sell our product, we give you a margin. Sign here. “The difference between those two approaches is why most partner programmes produce a flurry of signed agreements and then go quiet within 18 months.” I know this because I have been on both sides of it.
At Appland, a mobile games subscription service, I built the channel sales and partner programme from scratch. With one and a half people, we recruited 45 partners globally over three and a half years. Those partners helped us sign 100 of the world's biggest mobile operators as customers across 40 countries. Partners paid a $20,000 recoupable guarantee to close deals. Appland was acquired in 2018. “I got there by rebuilding the sales presentation 45 times, by mapping every objection a prospect could raise and preparing a pre-built answer for each one, and by understanding that a channel partner will only sell what they genuinely believe they can close.” That is what this guide is built on.
What is a reseller channel partner programme? “A well-built programme gives those partners the commercial infrastructure, enablement tools, and incentives they need to represent your product as effectively as your own team would.” The word "structured" is doing the work in that definition. An unstructured arrangement where a few companies loosely agree to refer business is not a partner programme. It is a handshake that will not survive the first difficult quarter.
That is what this guide is built on. “If the market shifts or your business changes suddenly, you may have to start over on parts of it.” What is a reseller channel partner programme?