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3 Channel Predictions to Make You Sound Smart

03.01.23

What’s happening in partnering and what you should do about it.

My tradition of watching the annual channel predictions chat between Diane Krakora and Jay McBain with a large mug of glühwein didn’t change when I joined PartnerPath as our EMEA principal. What has changed is the depth of the notes I write. I used to scribble down some key quotes and throw them into conversations with peers and management to sound smart and revisit them when I had a decision to make on positive change for the year ahead. These days I refer to the topics these smart people pontificate (Diane loves that word), add my opinion, share with clients, and write a blog for you. On the webinar, they chatted for an hour, with a promise of more to come, and I homed in on a few exciting bits. As the partnering world continues to evolve, I’m happy to see three ways in which the channel is making progress inside organisations.

Topics: Partnering Tips

Are you missing the boat on Partner Experience?

02.08.23

Set goals and expectations to make partners happier (and more productive)

Do you ever think about how influential partners are to your customers? I mean, really think about it? Solution providers (partners) have a lot of power in the vendor/customer/partner relationship. It’s rare for business leaders to have a line item in their budget for a specific product. Instead, they have an initiative with a goal and a desired outcome. They want help from people who know their unique business and who will produce results through technical solutions. Those people are your partners. Make every effort to ensure your partners have a good experience with you and your customers will benefit.

Topics: Industry Perspective

Use Partners to Crush CX

01.25.23

3 Reasons to Engage Partners in Customer Success

We all know that customer success is important. If customers aren’t successful using your products, they’re not going renew their subscription let alone grow their footprint. As soon as they hit ‘cancel,’ the investment you made in landing that customer vanishes. In our recent study we highlight several ways to engage partners in customer success motions.

Topics: Channel Best Practices

Three Turns Ahead

01.11.23

Crafting a Plan for Partnering Success

Any good snow skier knows to look three turns ahead to navigate moguls with speed and agility. If your focus is on the current bump, by the time you navigate that turn, you’re tossed back on your heels and in a scramble to set up for the next turn. If you look three turns ahead, you’ve created a visual path and are now executing that plan. Take this analogy into 2023 – a large and potentially long mogul field.

Topics: Industry Perspective

Don't Say the R Word

12.12.22

It’s like in the Harry Potter books, where they refer to the main antagonist as “he-who-must-not-be-named.” As if just saying Voldemort out loud would conjure his presence. No one wants to say the word recession lest they make it a reality. Instead, I’ve heard “economic headwinds” and “a really tough market” with regularity. However, not calling it a recession doesn’t mean we don’t feel the effects of tighter budgets, pressure to produce revenue and a renewed focus on profitability. Rather than pretend it's not happening, or call it by another name, take a few steps to bolster your partnering efforts so you can withstand the storm.

Topics: Industry Perspective

Channel Partnering in Europe

11.03.22

Customize your approach to European partners for better results

“Europe is like North America: the countries are just different states,” a young but enthusiastic new EMEA GM from America once said to me on his first day at his London office. Being a Brit, I smiled and made a comment about the inclement weather and advised that he should buy a brolly (umbrella).

It wasn’t the first (or last) time I heard an opinion or saw behaviour from colleagues in our industry suggesting that two major regions (Europe and North America) were the same. To most of you in our community (I hope), the news that Europe as a region is a different beast to North America – especially in terms of building an ecosystem of channel partners – is old news.

Topics: Partnering Tips

3 Tactics to Overcome a Resistance to Partnering

10.05.22

Be proactive in winning over your sales, services & training teams

If you’re struggling to get your company to adopt a partnering model – you’re not alone. In our recent roundtable with twelve senior channel chiefs, we discussed the challenge of conveying partner relevance across an organization. This group of seasoned executives have led channel efforts at some of the largest and most partner-friendly technology vendors – and even they are struggling to get all teams in their companies on board. Even if you have your CEO and board of directors committed to indirect routes to market, it can still be a challenge to get all the other departments aligned to supporting partners. Don’t feel badly if you find yourself regularly facing this fight. Here are some tactics which can be used across any department. We’ve used the sales, services and training departments to highlight how presenting data, telling partner success stories and asking customers can help you overcome a resistance to partnering.

Topics: Industry Perspective

Is it Partner Profitability, Partner ROI or Partner Economics?

09.13.22

A primer on the differences and why they’re all important

We talk about partner profitability, partner ROI and partner economics ALL the time. (Here’s a plug for our webinar and a research report on these topics.) I often get asked: “Aren’t these the same thing?” To which I answer in classic consultant fashion: “Yes and no.”

Topics: Industry Perspective

Stop Yelling 'Get off my lawn' to Partners

06.17.22

How to Update Your Program for the Next Generation of Partner Leaders

We speak so much about the next generation of partner programs, but what about the next generation of leaders inside the partner organisations? You know who I’m talking about. (Whisper: millennials.) Who are they? What do they need from vendor partner programs? Are they a changing force to be considered alongside customer buying trends and the transformation of partner engagement?

Topics: Partnering Tips

6 Buyer Journey Trends Changing How We Partner

04.12.22

The digital age (furthered by the pandemic) ushered in a new model where a customer defines their own buying journey. This journey is typically non-linear and heavily reliant on digital interactions. Since the internet allows a customer to find information about products, pricing, reviews, and expected costs themselves, the value channel partners provide has shifted. Instead of primarily offering product knowledge, partners are implementing, integrating and operating technology solutions. These shifts in the buyer journey have changed the characteristics of the channel and their activities with customers.

Topics: Industry Perspective