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What is Channel Partner Collaboration?
November 1, 2016
What is Channel Partner Collaboration?


So you’ve decided that using a partner network to boost your sales is the next logical step for your organization. Congratulations, young grasshopper—you’ve made a wise decision. But before you become a truly enlightened mantis, it’s best to understand how to best implement the network.

This brings us to the following question: What exactly is channel partner collaboration?

For starters, managing your channel partners is like managing any business relationship. Much like your in-house employees, the best partners have the industry knowledge, distribution channels, sales background, and customer relationship skills to sell your product or services.

Unlike managing in-house employees, however, managing channel partners is a bit more complex and time-consuming. Effective collaboration equals successful engagement with your company. When you and your channel aren’t aligned, you increase the risk of roadblocks and conflict between channel and direct reps.

To answer the above question, we’ll review the two components of channel partner collaboration.

The Power of Relationships

Remember, your channel partners are just that—your partners. Engaging and sustaining positive relationships with them is critical to your success. And as with any healthy business relationship, using effective collaboration techniques is crucial.

Because your partners will be selling for and representing other companies, they will be relying on you to provide the tools necessary to their success. And with the right internal efforts and technology, collaboration is entirely possible.

First off, paying attention to your company’s vision and culture leads to an increase in engagement. Build an environment that’s rooted in accessibility and communication. Partnerships can succeed when information flows freely and transparently, and when all involved parties trust each other and share a common goal of success.

While it’s virtually impossible to interact with remote reps on a daily basis, it’s still important to check-in with them on a routine basis. Effective interaction between your company and your partners leads to increased productivity, loyalty, and accountability.

The Power of Technology

While it’s critical to regularly interface with your employees, it’s equally important to use the best tools to collaborate with your reps. In today’s crowded digital landscape, it’s important to use tools that offer the following to your channel:

  • Easy access to training courses and marketing materials ensures your reps are up-to-speed on all updates and features
  • Quizzes and certifications that test your reps’ knowledge and recognize when they successfully complete programs
  • Custom, personalized content and prospect pages that allow reps to share and engage with potential new customers

 The best partner sales acceleration tools facilitate both positive relationships and effective collaboration. In other words, they don’t just manage your channel—they empower reps to succeed.