So you want to know why partner programs are great? We could tell you a hundred reasons, and we have; here, here and here. But we want you to hear it from channel experts in your industries, in your roles, in your shoes. Hear from the CEO of Sales for Life, Jamie Shanks, as he kicks off our video compilation of advice, views and anecdotes from experts in the channel.
Here are some of the highlights:
What do you like about channel programs?
Channel programs are an extension into geographic areas, industries or types of customers that we just can’t penetrate on our own. The best part about the channel is that you can acquire customers in new segments.
Who is one of your favorite partners to collaborate with, and why do you enjoy working with them?
Our favorite channel collaborator is Jill Rowley. She is the very first partner of our business, and has become the best partner to our business. She has a pulse on the social selling market better than anyone in the world. As a partner it’s not just about providing deals, but about providing market intelligence.
If you could give one piece of advice to someone building a channel partner program, what would it be?
What would I do over? Where have I failed? We launched two different channel initiatives that failed for two different reasons. We didn’t recognize that partners needed to be able to open up doors we couldn’t. So one of the first things we did when we started a channel program, is that we allowed anyone that was interested in providing us referrals or reselling products, we said “Great! You’re in. You’re an extension of our business”. But we should have done a lot more vetting. A golden rule from Jeff Fiedler: If there’s not a line item of revenue being made from your partnership that equals 10% or greater in a 12 month span, you lose their mind share.
Are you ready to build a marketing stack that actually accelerates channel sales?