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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

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

The Demise of PRM As You Know It

03.09.22

The misunderstood and often overlooked partner portal is (and always has been) the digital face of partner engagement. As decades have passed, technology platforms struggle to BE more and DO more to support partner growth These changes have made PRM (Partner Relationship Management) almost unrecognisable. The death of your parents’ PRM has given birth to a new digital experience to engage, empower and manage the ever-evolving partner ecosystem. Partner automation has become more impactful to vendors and partners, supporting the emergence of ecosystem orchestration.

Topics: Partnering Tips

5 Predictions for 2021

01.07.21

Welcome to 2021! Boy am I excited to see the calendar turn over. There’s been so much up and down in the news for the last nine months I can barely keep track. The pandemic that ravaged the world medically and financially also accelerated five of the six buyer trends changing IT channels we predicted back in December 2019:

Topics: Partnering Tips, 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