01.21.19
In the second stage of the Partner Journey, Consideration, solution providers evaluate the products, technologies, brands and/or companies to meet their needs. The solution providers report they are considering 2.3 vendors (on average) against each other. That doesn’t seem like a lot! But remember, they’ve already reduced the number in consideration during the Awareness stage.
Topics: Partnering Tips, Channel Best Practices
01.09.19
This isn't just a step in the dating process – it's the first stage in the Partner Journey. In this Awareness stage, solution providers are exploring new products, technologies or vendors. How do vendors wanting to recruit and engage new solution providers let them know their company, products and services exist and are relevant? The first step is to find a receptive audience. Don’t waste efforts on people who aren’t interested.
Topics: Partnering Tips, Channel Best Practices
10.23.18
When we industry folks talk about the customer journey, you all know what we're talking about. It's a very popular topic. In fact, a quick google search returns 460,000,000 results including a definition from Forrester: "The customer journey spans a variety of touchpoints by which the customer moves from awareness to engagement and purchase. Successful brands focus on developing a seamless experience that ensures each touchpoint interconnects and contributes to the overall journey." But customers aren't your only customers. Partners who sell your products and services through the indirect channel are also your customers. They need to be approached with similar regard and on a similar journey.
Topics: Partnering Tips, Channel Best Practices
Every year our State of Partnering survey* is inundated with mistakes vendors make as they are engaging a solution provider organization. Take a look at the mistakes partners submitted last year then look at the mistakes they submitted this year. Sadly, some themes come up over and over again.
Topics: Channel Best Practices
This week, PartnerPath Principals Diane Krakora and Carol Neslund, review a recent webinar on stage three of the Partner Journey: Decision. They quickly move through the importance of the partner journey and the changing role of partners and into some of the most interesting input from our guest panelist, Steve Roux. If you don't have time for the full 45-minute webinar, be sure to watch this Technology Channel Video Cast and learn a few of the easy fixes vendors could make to be more involved in the decision partners make to pick (or not pick) them.
Topics: videocast
There are so many moving parts in a channel program. How do you know if your partner program is performing well? Do you just look at sales? How do you know if your partners are successful with your products or their businesses? Do you ask them? Just like we collect data every year on the State of Partnering, you should be collecting data on your channel program. The trick is, figuring out what is the best data to collect. We surveyed vendors to see what they typically measure and we also asked partners what's important to them.
Topics: Channel Best Practices
This week PartnerPath Principals Diane Krakora and Carol Neslund, discuss our summer education series on "Lessons in Leadership." Carol hosted the series in July and early August with a goal to help you 'become a better boss,' the four sessions included: (1) Become a good communicator; (2) Coach for your team to succeed; (3) Confronting nonperformance; (4) Leveraging power and influence productively.
Topics: videocast
No matter the product or solution, all companies must perform marketing activities and so must their partners. How are vendors helping their partners create successful marketing campaigns and how do co-marketing activities function? The answers vary from company to company and year to year. Take a look at the trends emerging from 2017 and evaluate whether any changes to your partner marketing processes might be beneficial in 2018 and beyond.
Topics: Channel Best Practices
All channel professionals care deeply about partner program elements. Perhaps you're one of the channel professionals who spend weeks, months and years designing and re-designing programs. You benchmark the industry, assess your programs against your competitors and plot enhancements and updates years in advance, aligning training and certification with co-marketing, deal registration, co-selling activities
Topics: Channel Best Practices
This week PartnerPath CEO Diane Krakora is joined by Jay McBain, Principal Analyst - Global Channels at Forrester to discuss the recent Wave research on Through Channel Marketing Automation.
Topics: videocast
