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How to Build an Outstanding Channel Partner Program
dryveconsulting.com
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Training is often restricted by how much bandwidth your organization has. Before you invest in content, think about delivery and automation. Here are a few ideas to streamline your training: “Virtual webinars for several partners at once” On-site training at your partner’s office or location
If you understand what motivates your partners, you can create effective incentive programs. Here are a few common programs: “Referral Commission: Partner receives a flat dollar amount for every lead or opportunity they refer.” Revenue Share: Partner receives a percentage of the sale they assisted with.
In order to get your partners in the door and begin scaling your program, you’ll want to reduce the number of hoops, signatures, certificates, and programs that are required to get started. Some partners won’t want to spend time on the full “experience” you have to offer. They’re in it to provide value to their clients and want to get the information they need as quickly as possible “As the partner gets ramped up, offer increased commission incentives based on their performance.” - Liz Anderson, Vice President of Marketing at APS Payments
Business details (location, when you were founded, who works there) “Your partner value proposition” What problem your business solves
Value-Added Reseller (VAR): An organization that recommends and provides software and/or hardware, while also providing value in the form of demonstrations, tutorials, set up, etc. “consultants, agencies, and value-added resellers could be considered “Marketing and Sales Partners” or “Referral Partners,” while independent software vendors could fall under the category of “Technology Partners.”” If your partner relationships are new, groupings will be based on criteria you know at the beginning of your relationship and may change over time. Here are examples of ways you can group partners to make your program more manageable:
In Partnerships
By curating multiple options, you make it easy for partners to amplify your brand. “Don’t forget to market to your partners!” THROUGH-PARTNER MARKETING DELIVERY
In Partnerships
If you understand what motivates your partners, you can create effective incentive programs. Here are a few common programs: “Additional bonuses may be awarded for scheduling a discovery call, completing a demo, or when the lead converts to a deal.” Revenue Share: Partner receives a percentage of the sale they assisted with.
At DRYVE Consulting, we’ve seen partner programs take a business from marginally profitable to wildly successful. Done the right way, they are worth the effort! “act as an extension of your partners through turn-key marketing and sales enablement programs” - Liz Anderson, Vice President of Marketing, APS Payments
At DRYVE Consulting, we’ve seen partner programs take a business from marginally profitable to wildly successful. Done the right way, they are worth the effort! “There are three key areas I would focus on to jump-start success: automation, ease of doing business together, and partner attribution data analytics.” - Liz Anderson, Vice President of Marketing, APS Payments
At DRYVE Consulting, we’ve seen partner programs take a business from marginally profitable to wildly successful. Done the right way, they are worth the effort! “set mutual KPIs and analyze data every day to see what’s working and what’s not.” - Liz Anderson, Vice President of Marketing, APS Payments
At DRYVE Consulting, we’ve seen partner programs take a business from marginally profitable to wildly successful. Done the right way, they are worth the effort! “Automate as much as you can without taking away the human element” - Liz Anderson, Vice President of Marketing, APS Payments
At DRYVE Consulting, we’ve seen partner programs take a business from marginally profitable to wildly successful. Done the right way, they are worth the effort! “the simpler you make a partner program, the more successful you will be at scaling quickly.” - Liz Anderson, Vice President of Marketing, APS Payments