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It's Time to Accept Cloud Models

06.19.19

Back in 2015, after eight years of talking about the technology industry moving to cloud consumption models, we conducted PartnerPath’s first research on how vendors and solution providers were coping in the transition. This research led to Driving Cloud Transitions, a report which found the on-demand model was producing challenges for both vendor and solution provider partners. Both groups experienced minimal revenue and profitability impact from cloud business models. Partners needed significant help developing profitable and sustainable businesses that highly leverage cloud technologies and on-demand business models.

Topics: Channel Best Practices, Industry Perspective

Stage 5: Keep Your Eye on Growth

03.05.19

If a vendor makes it to the Growth stage (partners drop vendors and vendors drop partners – both at an average of 10% per year) it’s time for the partner to evaluate the relationship for future potential. At this point in the Partner Journey, they want to determine whether they’re getting the technology, experience, success and growth expected from their investment in a vendor. The hope is, as the partnership matures and mutual success is achieved, solid growth will start the partner journey over again at the Awareness stage.

Topics: Partnering Tips, Channel Best Practices

Stage 4: Don't Underestimate the Experience

02.19.19

At this stage of the Partner Journey, Experience, the partner is now engaging in a relationship with the vendor. The on-boarding begins with initial communications, training and introductions to field sales teams. But the experience doesn’t stop after the first 30-, 60- or 90-day steps. It encompasses all the interactions a solution provider has with a vendor, including people, communications, infrastructure systems, program elements and business planning and review meetings.

Topics: Partnering Tips, Channel Best Practices

Stage 3: The Decision Awaits

02.05.19

In the the third stage of the partner journey, Decision, solution providers have narrowed down their options in products, technologies and/or vendors. Now it’s time to decide. How can you make them decide to pick you? Start by taking a closer look at the components of the decision.

Topics: Partnering Tips, Channel Best Practices

Stage 2: Careful Consideration

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

Stage 1: Make Them Aware of You

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

What is the "Partner Journey?"

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

... And Bad Mistakes, You've Made a Few

09.26.18

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

The Benchmark: Performance Metrics and the Partner Perspective

09.13.18

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

The Benchmark: Effective Co-Marketing

08.14.18

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