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Channel Partner Recruitment Strategy: How To Recruit The ...
gilroyassociates.com
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After these discussions are complete, the partner and the supplier can now determine if there is mutual benefit, and if so they can sign the contract. Although the signature represents a major milestone, it really reflects the beginning of the relationship. “They move to the partner onboarding stage of the process, ensuring the partner stays on track to meet milestones that will set them on the right trajectory in terms of training, certifications, leads, and everything else that ultimately leads to revenue.” It is important to create the right metrics for your recruiters; and you need to make sure to measure what really matters. We have seen recruiters be paid on the number of partners recruited, which - as you might imagine - created the behavior that tons of partners were signed yet none of them ever sold anything.
Getting your entire team on the same page in term of what the ideal partner looks like will result in a consistent and consistently understood partner profile which is key to a successful recruiting process, and to recruiting the partners with the highest likelihood of success. Without these guidelines, your team could be spending time recruiting partners that are not interested, willing, or able to succeed with your solution. “Several factors to consider when building this profile (in addition to the obvious five major opportunity areas listed above) include the partner’s financials, the number of sales and technical personnel, their marketing capabilities, their growth plans, their commitment and ability to invest in a new supplier, and their management vision.” Depending on your business, you may have other considerations that will enter into your ideal partner profile. Keep in mind you will have to evaluate both subjective and objective criteria in the partner selection process.
Several factors to consider when building this profile (in addition to the obvious five major opportunity areas listed above) include the partner’s financials, the number of sales and technical personnel, their marketing capabilities, their growth plans, their commitment and ability to invest in a new supplier, and their management vision. “Keep in mind you will have to evaluate both subjective and objective criteria in the partner selection process.” Some of these elements will be more important than others depending on your business model and approach.
The answer of who a supplier’s best partners are depends on your business. “Step one is to determine where you have coverage gaps.” They might extend your reach through a presence in a market where you currently have limited or no representation; or they could augment your solutions with additional components such as services, software, or hardware.
The answer of who a supplier’s best partners are depends on your business. “These are places where your partners will complement your sales team in terms of capability and capacity.” They might extend your reach through a presence in a market where you currently have limited or no representation; or they could augment your solutions with additional components such as services, software, or hardware.
Many companies come to a crossroads where they realize that their direct sale team simply cannot provide them with the reach and scale that they need to grow their business. “Partners can provide many benefits to suppliers, from geographic coverage to solution integration capabilities to custom service and support.” If your business is ready to start a partner program, the obvious first questions are:
Who are the Best Channel Partners for Your Company? “The answer of who a supplier’s best partners are depends on your business.” Step one is to determine where you have coverage gaps. These are places where your partners will complement your sales team in terms of capability and capacity.