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Don’t Let Your Channel Partners Be Screaming Toddlers

An absolute must for partners is a high-performance portal that serves as a one-stop shop with fully automated resource with recruitment, training and deal registration.

Relayware Partner Relationship Management

Don’t Let Your Channel Partners Be Uncontrolled Screaming Toddlers

By Karren Gurnhill, Relayware Marketing Manager

On a recent business trip I was seated next to a screaming toddler on my plane. While this was going down, I could not help but see the analogies between children who need guidance and channel partners looking for direction.

Let me set the scene. I had just boarded my U.K. flight headed for our U.S. New Jersey office, and I discovered that I has been seated next to a two-year-old boy, who was already in full tantrum mode. His father was completely engrossed in texting, not tending to the child and as time passed I saw that the father had not brought anything to occupy the child during the long flight ahead of us. (Abject horror on my behalf. We have four girls and this wouldn’t have happened on my watch!). Sigh... groan… as I am considering potentially a full eight hours of tantrums ? “Think calm thoughts… and breath.”

After 20 minutes when I was finally about to find calm by finding another seat, I was filled with sympathy for the child. I began thinking that channel partners who are sometimes left high and dry like this child. They are recruited by the vendor (to their seat on the plane) and then left to their own devices with no attention, support or direction. The vendor (parent) has not evaluated what it takes to nurture them on the journey, and therefore the partner is not walked hand-in-hand towards success. This ultimately leads to a poor performing channel (like a poorly behaved child), and leaves everyone involved frustrated.

An absolute must for partners is a high-performance portal that serves as a one-stop shop with fully automated resource with recruitment, training and deal registration. They need powerful sales force automation and joint partner business planning with you the vendor. They need to be trained and tested, gaining accreditation and certification on the way and finally solid partner marketing through effective campaign and communication management, ensuring robust MDF, co-op and rebate management.

Like children who are learning, vendors must nurture and support them for them to grow, blossom and succeed. We can’t simply take them on a flight, ignore them and hope they’ll behave in the way we want and expect. It takes commitment, time and ultimately passion. Your passion for your partner program will ultimately lead to gaining trust and loyalty from you channel, which can only lead you both to success, both now and for the future. As a channel manager do you have the passion it takes to raise your partners?

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