Managing the partner channel is hard, especially if you are a technology company. The time needed and the slow pace to build lasting relationships need special focus and is normally not your strong point.
When signing up partners, first thing to realize is you are not signing up just the CEO of the company. You are expecting his sales to chime-in for you. So help her. That means, signing up a partner is just the first step. Make sure you help train her team and provide all support they need to keep them productive.
You got to even ensure high mind share within their sales team about your company.
That could of course mean anything from cheap tactics to well meaning and useful things like sending brochures about product, news updates, conduct regular trainings and provide outstanding support.
Outstanding support!
Based on the location of your partner, you need to be accessible to them, when ever or using whatever medium. That means, be accessible via phone, email, chat or in-person. A single point of contact is invaluable.
Markets are complex. Some things work well in some markets and some things don't. However make sure the best practices of one market gets shared to other markets seamlessly via your partner portal. That brings us to the topic of communication.
Your partner portal must rock!
The partner portal should share news about the product obviously, but more importantly about product sales triggers (eg. government legislation like Italian Privacy Regulation) in your other partner countries and be the single source of the truth for your partners.
Monday, June 20, 2011
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