One of the reasons Indirectly Inc. first started collaborating with partners is because of our channel ‘DNA’. Our channel careers began in the technology industry working for start-up companies selling brand name hardware and software solutions. We quickly learned how important it was to develop good relationships with technology vendors so they could best support our selling efforts. We proactively provided feedback and input on competitor activity, customer requirements, and market trends to ensure our mutual successes. We leveraged these relationships to build our professional network.
We have engaged with all types of partners including resellers, OEMs, distributors, system integrators, consultants, managed service providers, ISVs, and strategic technology alliance providers. Each partner is unique in terms of their business model, core competencies, and requirements which requires customized programs to deliver positive results. Our experience with start-ups gave us the perspective we needed to understand how to best support these partners by relating to their situation.
If you want to develop partnerships that evolve into strategic initiatives first you need to understand what it means to be a channel partner and apply these best practices in every interaction and experience:
- Be a Good Listener– take the time to hear what your partners are saying about your solution(s) and how it compares to customer needs and actual market requirements
- Take Action- once you collect partner feedback and input it’s time to demonstrate how you’re going to address these items and be proactive in communicating the results of your actions
- Get Involved– when partners are hosting events for customers you should be there as well to support their efforts after all these are mutual customers which both of you have invested in
- Make Yourself Available– invite your partners to events that you host as well- whether it’s a webinar, trade show or conference, customer briefings, or any opportunity where partners can meet your team in an interactive environment
- Think Creatively– don’t limit yourself by using a one size fits all approach; be willing to invest the time and resources to develop customized programs and engage in co-marketing activities with your partners to understand what impact is has on their target markets and if the message resonates
- Commitment and Dedication– when it comes to partner strategies you need to be all in, that means supporting their sales and marketing efforts consistently throughout the lifetime of your partnership and be willing to make the right investments
- Consistency– be sure to define rules of engagement for how you can successful work together with your partners and adhere to these principles; above all else avoid making exceptions to the rules as it will erode your trust and credibility quickly
For vendors that are committed to their channel community these words hold true: “You can’t understand someone until you’ve walked a mile in their shoes.” To maintain a successful partnership it requires a willingness to act and think like a partner and make decisions that will benefit everyone.