Channel Partner Development
As with anything, choose your partners wisely.
A Channel Partner is a company or individual, such as a reseller, service provider, vendor, retailer, or agent that partners with another organization to market or sell their services, products, or technologies. The best channel partners can help you scale growth without having to grow your internal sales and marketing teams.
Key benefits include:
- Generating more qualified leads
- Increasing conversion rates
- Reducing customer acquisition costs
- Leveraging relationships for better access to client decision makers
- Expanding brand value and awareness via established industry partners
At SME we elected to build our business via a channel partnership network.
Brand sensibility must be in aligned within all partnerships.
There are a variety of approaches to building a channel partner network depending in large part on your product or services, and your brand. Most of the brands with whom I have consulted are positioned as upscale, market leading brands which means the channel partnership network needs to be in alignment. If you want to be known as the Mercedes Benz of your market, then channel partners must also reflect this. For this reason, I value channel partners with a peer group and/or customer base at the C-suite level which has a huge impact on shortening the sales cycle.
Over the past several years the partnership produced dozens of new clients for our company and substantial fees for our Channel. One of the reasons Why? A perfect and complementary brand fit.