Sales Archives - Impartner PRM https://impartner.com/category/impartner-article/sales/ We Accelerate Your Channel Wed, 23 Mar 2022 02:36:06 +0000 en-US hourly 1 https://wordpress.org/?v=6.0.1 https://impartner.com/wp-content/uploads/2018/05/cropped-icon-512-1-1-32x32.png Sales Archives - Impartner PRM https://impartner.com/category/impartner-article/sales/ 32 32 For a Competitive Edge and a Sustainable Differentiation, Deploy a Superior Tech Stack https://impartner.com/2021/11/10/for-a-competitive-edge-and-a-sustainable-differentiation-deploy-a-superior-tech-stack/ Wed, 10 Nov 2021 21:25:48 +0000 https://impartner.flywheelsites.com/?p=117342 Business experts have long debated whether the future will belong to those with the brightest management team, the best culture or the most adaptable strategy. Increasingly, it looks like the future will belong to those with the most capable digital implementations.

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The Time to Make Your Mark in the Cybersecurity Channel Is Now https://impartner.com/2021/10/06/the-time-to-make-your-mark-in-the-cybersecurity-channel-is-now/ Wed, 06 Oct 2021 14:54:40 +0000 https://impartner.flywheelsites.com/?p=115633 The post The Time to Make Your Mark in the Cybersecurity Channel Is Now appeared first on Impartner PRM.

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Impartner Introduces Innovative Technology to Help Organizations Transform Partner Experiences (PX) https://impartner.com/2021/10/06/impartner-introduces-innovative-technology-to-help-organizations-transform-partner-experiences-px/ Wed, 06 Oct 2021 14:30:11 +0000 https://impartner.flywheelsites.com/?p=115618 The post Impartner Introduces Innovative Technology to Help Organizations Transform Partner Experiences (PX) appeared first on Impartner PRM.

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What defines partner automation excellence? An elegant interface and updated information are a few good signs https://impartner.com/2021/08/20/what-defines-partner-automation-excellence-an-elegant-interface-and-updated-information-are-a-few-good-signs/ Fri, 20 Aug 2021 15:23:48 +0000 http://impartner.flywheelsites.com/?p=113778 Impartner’s Olivier Choron shares insights from 25 years of working with partner portals.

An elegant, intuitive interface. Up-to-date information. And information at your fingertips.

These are but a few of the telltale signs of a good partner automation technology implementation.

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To Improve Partner Content, Borrow a Page from Your Drip Marketing Handbook https://impartner.com/2021/08/04/to-improve-partner-content-borrow-a-page-from-your-drip-marketing-handbook/ Wed, 04 Aug 2021 21:50:13 +0000 http://impartner.flywheelsites.com/?p=112935 Does it still make sense to request a demo for professional software at a time when a quarter of new car buyers gladly will skip a test drive?

Yes, say enterprise software experts including Bryce Maughan, director of sales enablement and business development at Impartner. “The benefits of taking a demo are many regardless of whether that demo leads to a sale or not,” Maughan says. “Any opportunity to advance a learning journey is generally worth it.”

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Five Reasons to Say “Yes” to That Demo https://impartner.com/2021/08/04/five-reasons-to-say-yes-to-that-demo/ Wed, 04 Aug 2021 21:41:38 +0000 http://impartner.flywheelsites.com/?p=112922 Does it still make sense to request a demo for professional software at a time when a quarter of new car buyers gladly will skip a test drive?
Yes, say enterprise software experts including Bryce Maughan, director of sales enablement and business development at Impartner. “The benefits of taking a demo are many regardless of whether that demo leads to a sale or not,” Maughan says. “Any opportunity to advance a learning journey is generally worth it.”

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How to Spend Your Latest Round of Funding https://impartner.com/2021/08/04/how-to-spend-your-latest-round-of-funding/ Wed, 04 Aug 2021 20:54:49 +0000 http://impartner.flywheelsites.com/?p=112896 Congratulations on your latest round of funding! Now that you have an influx of capital, do you a solid plan for putting the money to use? You’re going to need one given the expectations that likely came with the new investment.

With an eye toward 2022 and beyond, the business world is looking at new priorities. Is your partner portal up for the task?

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Five Things Every Partner Portal Must Prioritize in 2022 and Beyond https://impartner.com/2021/07/22/five-things-every-partner-portal-must-prioritize-in-2022-and-beyond/ Thu, 22 Jul 2021 16:56:55 +0000 http://impartner.flywheelsites.com/?p=112441 Partner needs are evolving. So are their priorities. Are you optimized accordingly? Compare yourself to this handy checklist.

With an eye toward 2022 and beyond, the business world is looking at new priorities. Is your partner portal up for the task?

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Priorities for Channel Partners this year and beyond https://impartner.com/2021/07/22/priorities-for-channel-partners-this-year-and-beyond/ Thu, 22 Jul 2021 16:44:59 +0000 http://impartner.flywheelsites.com/?p=112426 Trends, opportunities and challenges that are driving the need for greater automation.

If you work with channel partners, there’s a strong chance that your world has seen more upheaval in the past two years than in the previous five. Everything from business economics to technological innovation to customer buying habits is undergoing change. Navigating this post-pandemic period will be a significant challenge, unless you have some help to guide you.

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Seven Signs Your Partner Program Is Too Complicated https://impartner.com/2021/07/20/seven-signs-your-partner-program-is-too-complicated/ Tue, 20 Jul 2021 19:09:52 +0000 http://impartner.flywheelsites.com/?p=112356 Rigid requirements, underutilized assets and unused market development funds. If your company suffers from even one of these, then your partner program may be too complicated.

A new global study reveals that one-quarter of channel partners will not work with a vendor that does not “fully prioritize a seamless, workable partner experience.”

Does that sound like you?

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Growth Hacks for Pumping Up Indirect Sales https://impartner.com/2021/07/15/growth-hacks-for-pumping-up-indirect-sales/ Thu, 15 Jul 2021 19:52:44 +0000 http://impartner.flywheelsites.com/?p=112129 Whether you are new to partnering or a seasoned veteran, chances are you or one of your peers has Googled, “How to grow my channel?” If so, Impartner has answers for you.

Below are five proven ideas that will help you grow your channel no matter your industry or definition of growth.

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Tech Giant Vertiv Scales Partner Program Massively with Impartner Automation https://impartner.com/2021/07/06/tech-giant-vertiv-scales-partner-program-massively-with-impartner-automation/ Tue, 06 Jul 2021 20:56:15 +0000 http://impartner.flywheelsites.com/?p=111885 A home-grown partner automation stack thwarted Vertiv, an enterprise tech giant with more than $4 billion in annual sales and 21,000 employees, from achieving its objectives with partners. But after evaluating different tech options, Vertiv turned to PRM-leader Impartner. Now, Vertiv is poised to scale to new heights.

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The Most Important Tool Missing from Your Salesforce Toolbox https://impartner.com/2021/06/28/the-most-important-tool-missing-from-your-salesforce-toolbox/ Mon, 28 Jun 2021 17:55:19 +0000 http://impartner.flywheelsites.com/?p=111419 You can do amazing things with Salesforce CRM and Salesforce Communities. But helping partners grow your brand and launch compelling marketing campaigns through partners isn’t one of them, says Robb Franks, Director of Sales Engineering at Impartner. Franks describes the capabilities and use cases for Through Channel Marketing Automation (TCMA), which should be a staple of every channel marketer’s toolbox.

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Channel Basics Revealed: The Pros and Cons of Exclusive Partner Deals https://impartner.com/2021/06/23/channel-basics-revealed-the-pros-and-cons-of-exclusive-partner-deals/ Wed, 23 Jun 2021 16:10:42 +0000 http://impartner.flywheelsites.com/?p=111358 When building a channel program, prepare yourself for an inevitable question from one or more partners: “Are you willing to sign an exclusive deal?” The question often pops up when you enter a new market and/or when a partner senses a unique sales opportunity that revolves around your product or service. It’s a conversation you should prepare for as you build your partner program.

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You Cannot Achieve Your Goals Without a Marketing Engine to Drive Your Indirect Sales https://impartner.com/2021/06/15/you-cannot-achieve-your-goals-without-a-marketing-engine-to-drive-your-indirect-sales/ Tue, 15 Jun 2021 20:03:15 +0000 http://impartner.flywheelsites.com/?p=111234 More than three-quarters of marketers use some form of marketing automation technology today, according to Social Media Today. When it comes to investing in through channel partner automation (TCMA)—the kind that vendors use to enable channel partners to run effective marketing campaigns on their behalf—the numbers tell a very different story.

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Honing Your Partner Proposition Part Two: Understanding Different Partner Types https://impartner.com/2021/06/15/honing-your-partner-proposition-part-two-understanding-different-partner-types/ Tue, 15 Jun 2021 19:49:01 +0000 http://impartner.flywheelsites.com/?p=111227 In part one of Honing Your Partner Proposition, we zeroed in on the basic components of building a channel. In this installment of the “Channel 101” series, we will focus on the different types of partners you will likely encounter, especially in the high tech, cybersecurity and fin-tech markets.

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Honing Your Partner Proposition Part One: Why Would a Partner Want to Do Business with You? https://impartner.com/2021/06/10/honing-your-partner-proposition-part-one-why-would-a-partner-want-to-do-business-with-you/ Thu, 10 Jun 2021 15:00:53 +0000 http://impartner.flywheelsites.com/?p=111020 In this, our fourth installment of the “Channel 101” series, we zero in on the basic components of your partner value proposition. As a quick recap, we previously provided an overview of different partners, program requirements and more. Now it’s time to focus inwardly on the basic program components.

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Tenego Academy Unravels Channel Basics for Any Tech Company Thinking About Partners for the First Time https://impartner.com/2021/06/02/tenego-academy-unravels-channel-basics-for-any-tech-company-thinking-about-partners-for-the-first-time/ Wed, 02 Jun 2021 21:24:48 +0000 http://impartner.flywheelsites.com/?p=110753 Channel 101 is a new editorial project that covers the basics of channel planning, program creation, partner recruitment and more. Working with Tenego Academy, an Irish company that works with channel practitioners to help them design, build and then manage world-class channel programs, Impartner has created a series of blogs that provide companies of any size or maturity with answers to key questions.

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Your Partner Strategy: Partner Types, Requirements and Criteria Review https://impartner.com/2021/06/01/your-partner-strategy-partner-types-requirements-and-criteria-review/ Tue, 01 Jun 2021 19:08:55 +0000 http://impartner.flywheelsites.com/?p=110612 In this installment, we examine ways to help you better understand the types of business partners that exist today, the ones that are best suited to your business, and the best ways to attract their interest.

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Supporting Current Partners: Quick Wins That Can Provide a Boost to Performance https://impartner.com/2021/05/26/supporting-current-partners-quick-wins-that-can-provide-a-boost-to-performance/ Wed, 26 May 2021 18:27:37 +0000 http://impartner.flywheelsites.com/?p=110428 How do you work with partners? It sounds like a simple question but it isn’t. Successful partnering today demands exacting answers. This is especially true of partner enablement, management and prioritization. Here are some questions and answers that will help you get up to speed and rack up wins quickly to help build momentum.

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Trim Your Partners Ranks to Achieve Better Results https://impartner.com/2021/05/21/trim-your-partners-ranks-to-achieve-better-results/ Fri, 21 May 2021 22:41:40 +0000 http://impartner.flywheelsites.com/?p=110342 A lot of us in channels management accept the 80-20 rule that says 80% of your sales will be achieved by 20% of your best partners. But most channel leaders fail to do anything about it

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What Every Channel Professional Needs to Know About Customer Data https://impartner.com/2021/05/20/what-every-channel-professional-needs-to-know-about-customer-data/ Thu, 20 May 2021 20:48:56 +0000 http://impartner.flywheelsites.com/?p=110305 We can put a drone on Mars but we cannot automate data sharing to help grow our businesses? For many tech vendors, this is sadly true. If you’re still passing customer information in spreadsheets shared via email, you’re woefully behind the curve, says Cassandra Gholston, co-founder and CEO at Partnertap.

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Partner Program Guiding Decisions Policies and Culture: Guidance on Your Critical Decisions https://impartner.com/2021/05/17/partner-program-guiding-decisions-policies-and-culture-guidance-on-your-critical-decisions/ Mon, 17 May 2021 22:28:01 +0000 http://impartner.flywheelsites.com/?p=110219 "Grow" may be a goal but it is no strategy. Differentiating between the two is just one of the many things you need to understand as you begin to build your channel.

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Tech Channel “Fast Forwards” to New Business Models, Programs and Automation https://impartner.com/2021/05/12/tech-channel-fast-forwards-to-new-business-models-programs-and-automation/ Wed, 12 May 2021 22:55:37 +0000 http://impartner.flywheelsites.com/?p=110143 Changes that were working their way through the information and communications tech channel have accelerated as a result of Covid-19, new business models and powerful automation platforms. So says Rod Baptie, founder and managing director of Baptie & Co., one of the tech industry’s most influential events and networking businesses.

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Three Reasons Why Your Marketing Automation Platform (MAP) Is No Substitute for a TCMA Solution https://impartner.com/2021/05/04/three-reasons-why-your-marketing-automation-platform-is-no-substitute-for-tcma/ Tue, 04 May 2021 21:59:56 +0000 http://impartner.flywheelsites.com/?p=109790 You can do many things with your Marketing Automation Platform (MAP) — generate leads, coordinate campaigns and measure marketing efficacy, among other things — but you cannot use it to effectively market your products and services through partners.

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Impartner Debuts Through Channel Marketing Automation That Partners Cannot Help But Put to Use https://impartner.com/2021/04/29/impartner-debuts-through-channel-marketing-automation-that-partners-cannot-help-but-put-to-use/ Thu, 29 Apr 2021 00:17:11 +0000 http://impartner.flywheelsites.com/?p=109501 Impartner, the world leader in partner automation technology, is unveiling updated Through Channel Marketing Automation (TCMA) technology that removes the obstacles that have historically kept partners from utilizing vendor provided tools and benefits.

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More Than a Buzzword, “Partnercentricity” Is Back in Atop Corporate Agendas https://impartner.com/2021/04/23/more-than-a-buzzword-partnercentricity-is-back-in-atop-corporate-agendas/ Fri, 23 Apr 2021 23:45:30 +0000 http://impartner.flywheelsites.com/?p=109301 If you are not familiar with the concept, “partnercentricity” is a business concept that took hold among tech vendors several years ago. It’s the idea that everything a company does must have a partner-centric component baked in from the start.

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Make Partner Marketing FREE https://impartner.com/2021/04/23/make-partner-marketing-free/ Fri, 23 Apr 2021 23:24:10 +0000 http://impartner.flywheelsites.com/?p=109292 Making partner marketing FREE might not be the first thing that pops into your head when you think of ways to improve your messaging and communications, but it might be the best idea for your improving business.

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The Seven Myths of Being a Channel Chief https://impartner.com/2021/04/23/the-seven-myths-of-being-a-channel-chief/ Fri, 23 Apr 2021 19:49:07 +0000 http://impartner.flywheelsites.com/?p=109251 If you’re new to channel sales or management, or even a seasoned veteran of partnering, you likely have many questions on key aspects of your job. You may even wonder how other channel chiefs at companies like yours operate. Impartner Channel Chief Advisory Board (CCAB) member Theresa Caragol unpacks commonly held misperceptions. And she would know.

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Tame Your Quota Giant https://impartner.com/2021/04/14/tame-your-quota-giant/ Wed, 14 Apr 2021 20:09:15 +0000 http://impartner.flywheelsites.com/?p=108515 Ever feel like retiring your channel sales quota is akin to taking down Goliath? If you do, then take heart: you can overcome your quota Goliath just like David overcame the Philistine who stared him down. Some new thinking may help your cause. To stimulate new ideas, here are three questions that every channel sales manager and channel salesperson should consider at the start of every month, quarter and year.

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Partner Loyalty Demands Proper Prioritization https://impartner.com/2021/04/12/partner-loyalty-demands-proper-prioritization/ Mon, 12 Apr 2021 19:51:20 +0000 http://impartner.flywheelsites.com/?p=108339 If you expect channel partners and business allies see the world through your lens given how much time, money and energy you invest in them, then here’s another news bulletin: your expectations are unrealistic. Chances your priorities are, too.

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Three Steps to Winning Your First 30 Days on the Job https://impartner.com/2021/04/06/three-steps-to-winning-your-first-30-days-on-the-job/ Tue, 06 Apr 2021 21:03:07 +0000 http://impartner.flywheelsites.com/?p=108139 New in town? Welcome to your new role in channels. No doubt you want to make a great first impression. But what if we told you there were steps you can take to achieve more? Better still, what if we said you can begin taking these steps today? You can with this three-step primer.

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Building A New Channel for The Post Pandemic World and Beyond https://impartner.com/2021/03/30/building-a-new-channel-for-the-post-pandemic-world-and-beyond/ Tue, 30 Mar 2021 15:32:50 +0000 http://impartner.flywheelsites.com/?p=107884 When Covid-19 upended our world, millions of business leaders scrambled to adjust. Those that doubled-down on go-to-market strategies centered on third-party business partners found they had a leg up on rivals that over-emphasized direct sales.

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Partner Marketing is as Important as Partner Management https://impartner.com/2021/03/17/partner-marketing-is-as-important-as-partner-management/ Wed, 17 Mar 2021 22:05:55 +0000 http://impartner.flywheelsites.com/?p=104847 More-savvy B2B marketing professionals are waking up to the fact that channel partners can be leveraged for local marketing reach as well. They’re learning to open up marketing automation systems that can be accessed by channel partners.

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New Year, New Job? Guide for New Channel Chiefs https://impartner.com/2021/01/30/new-year-new-job-guide-for-new-channel-chiefs/ Sat, 30 Jan 2021 00:49:41 +0000 http://impartner.flywheelsites.com/?p=87773 This quick guide will help you make a significant contribution to your channel goals, objectives and performance – and defy expectations in the first 180 days.

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Universe Proofing Your Channel https://impartner.com/2020/11/06/universe-proofing/ Fri, 06 Nov 2020 21:39:08 +0000 http://impartner.flywheelsites.com/?p=56265 If 2020 were a movie genre—what would it be?

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Your Channel Role is Changing—Here are the Benefits https://impartner.com/2020/10/30/your-channel-role-is-changing-here-are-the-benefits/ Fri, 30 Oct 2020 16:34:57 +0000 http://impartner.flywheelsites.com/?p=53644 We are talking about radical changes to the way these channel teams work together and collaborate.

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How to “Marie Kondo” Your Partner Experience https://impartner.com/2020/10/28/how-to-marie-kondo-your-partner-experience/ Wed, 28 Oct 2020 18:13:15 +0000 http://impartner.flywheelsites.com/?p=52935 We want to share a few tricks on how to declutter and spark joy in your channel program.

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Integration Partnerships for a Better Partner Experience https://impartner.com/2020/10/22/integration-partnerships-for-a-better-partner-experience/ Thu, 22 Oct 2020 18:09:25 +0000 http://impartner.flywheelsites.com/?p=52932 Integration partnerships are the key to building better partner relationships.

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5 Key Fundamentals to Fortifying Your Channel Foundation https://impartner.com/2020/10/06/5-key-fundamentals-to-fortifying-your-channel-foundation/ Tue, 06 Oct 2020 17:03:49 +0000 http://impartner.flywheelsites.com/?p=44824 Often times the fundamentals that need to remain the same regardless of market conditions are overlooked.

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Why Right Now Is The Perfect Time for a Channel Digital Transformation https://impartner.com/2020/09/15/why-right-now-is-the-perfect-time-for-a-channel-digital-transformation/ Tue, 15 Sep 2020 22:08:06 +0000 http://impartner.flywheelsites.com/?p=36965 Identify your overall objective, what do you want to walk away with at the end of this transformation?

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Increasing Channel Sales in a Pandemic https://impartner.com/2020/09/15/increasing-channel-sales-in-a-pandemic/ Tue, 15 Sep 2020 21:03:40 +0000 http://impartner.flywheelsites.com/?p=36960 Working during a global pandemic can feel like you are living your own version of Groundhog Day.

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Creating Partner Personas: The Ultimate Personalized Experience for Partners https://impartner.com/2020/09/08/creating-partner-personas-the-ultimate-personalized-experience-for-partners/ Tue, 08 Sep 2020 15:57:44 +0000 http://impartner.flywheelsites.com/?p=34206 One size doesn’t fit all. As we’ve all been at home a lot more lately, shopping online has become a regular way of life.

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Top 5 things to know about the Best Partner Journeys https://impartner.com/2020/08/25/top-5-things-to-know-about-the-best-partner-journeys/ Tue, 25 Aug 2020 19:42:58 +0000 http://impartner.flywheelsites.com/?p=29200 “Life is a journey, not a destination”, and just like life, your channel program needs to focus on the partner journey.

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The Pandemic is Changing Everything: What Changes Will Stick? https://impartner.com/2020/08/18/the-pandemic-is-changing-everything-what-changes-will-stick/ Tue, 18 Aug 2020 20:07:17 +0000 http://impartner.flywheelsites.com/?p=26745 Many of us are eagerly debating what has changed in channel marketing and enablement due to the current crisis.

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Many of us are eagerly debating what has changed in channel marketing and enablement due to the current crisis. More importantly, many are asking which of those changes, if any, will become permanent. Let me make an attempt to answer those questions here.

Last winter (BEFORE Covid-19), I fielded a global survey asking 1500 manufacturers/vendors about their channel marketing and enablement projects. We asked about their investment drivers, giving 15 options. 1500 ranked “involving partners in our own digital marketing programs” as #6 in their priorities – so already a top priority. In discussions with channel partners themselves, I find that this item is even more important to them, and I expect that trend to continue in the future, as digital business truly dominates marketing, selling, and business relationships.

The survey also showed that businesses now prefer a more comprehensive channel management software platform that covers all of their needs – partner marketing, management, and even sales. Currently, most partner management vendors focus on either channel marketing or enablement only. But manufacturers will seek a channel platform that can support a highly-volatile partner community through a much more complete business cycle, from connection to order processing and service delivery… a quite different partner management world.

How different and why? 

I see this transformation under seven separate trend headlines with all these aspects of channel management moving, over time, from the left-side state to the emerging state described on the right-side.

For decades channel enablement and marketing were just a peripheral process in most industries; the mantra was: “first we sell direct and then we’ll find some partners.” Most firms were selling physical products (or at least on-premises software) and just needed knowledgeable sellers to position the offer to buyers they couldn’t reach.

But now…almost every industry is morphing to an “as-a-service” business model. And buyers pull the service based on their own research. But heh! Channel partners are not being “dis-intermediated”  — this was such a strange cliché back in the 1990s when the Internet took hold and everybody was writing about eBusiness and eCommerce taking work away from channel partners.  If anything, the channel has become even more influential and advocational for businesses. The business model in the channel has changed too and they’re more than likely to live off revenues earned from the end-user than from the manufacturer they now occasionally represent. In addition to resellers or distributors, we now have channel players called affiliates, referrers, associations, communities, groups, and ambassadors.

In fact, just as we like to talk about customer-centric or buyer-led purchasing, the partners are now taking control of the partnerships they need to maintain with vendors. From push to pull. Vendors can no longer map out their target markets and plan partnerships around the battlefield like generals ordering armies around a warzone. The market, the partner communities, run the new game.

This is not only the case in the tech industry. Consider a leading manufacturer of industrial bearings, Sheaffler Group in Germany. They’ve found that their new sensor technology creates a whole set of opportunities as an Internet-of-Things data provider. The sensors they’ve installed in trains, combined with AI technology, can provide vital maintenance data on the railway track itself, which is sold to the Bundesbahn who maintain the infrastructure. Schaeffler continues to be a manufacturer but now also has a data service business with new partnerships. As-a-Service is happening everywhere.

That is the bigger picture and most trends are the result of changing expectations on the buyer side and the proliferation of digital channels across all businesses and industries. It has been the fact that digital transformation has been somewhat held up in certain countries and industries due to the classical resistance to change. COVID-19 has burned away many of those hurdles. Hardly any executive or HR manager will now claim that WFH is bad for business. Companies have learned quickly to continue most of their business relationships both internally and externally through digital media.

Here are the most important other trends I believe are here to stay:

  • An optimized experience. The business imperative will become “Provide the Optimal Customer Experience.” Manufacturers will need to ensure that their channel partners are part of that experience and therefore need to provide customer insights to them.
  • More effective tools. Partner management platforms will help manufacturers to manage thousands of partners of all types without making 80% of them feel inadequate because they are only a silver-tier partner and do not warrant personal attention.
  • Better enabled Partners. There is an even larger boom in sales enablement investments at the moment. Clearly, sellers now interact with buyers digitally, remotely and the signs are that buyers like this new behavior and will prefer it to become permanent. They will focus on those suppliers who have the capability to support them. As I tell every client I talk to: “Channel enablement must be part of the sales enablement program.”

The current crisis has created a sort of perfect storm for sales and channel enablement projects and that is a change that I think will outlast COVID-19 and become a strategic imperative in many companies over 2021 and beyond. Those channel enablement and marketing platform vendors who can cover the needs described above will flourish in this marketplace.

To learn how to stay ahead of these trends, watch the full webinar I presented with Impartner CMO Kerry Desberg, where I dive deeper into the channel research I mentioned, along with each of these trends. If you have questions on how to better manage partners through a partner relationship management platform to increase channel revenue, visit impartner.com/demo.

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WILL YOU MAKE THE GRADE? https://impartner.com/2020/07/29/will-you-make-the-grade/ Wed, 29 Jul 2020 19:53:57 +0000 http://impartner.flywheelsites.com/?p=19876 Even the best strategy and flawless execution can miss the mark if you can’t be clear on who you want to be before deciding what you want to do.

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The Missing Step

I take an agile approach to planning: analyze available data, develop a strategy, make swift decisions and set the team in action. Missteps are not failures, but ways to learn that help to refine the strategy. As a channel sales leader, this approach has yielded strong results. It wasn’t until I led a more complex, global sales organization that I realized I was missing a step.

Even the best strategy and flawless execution can miss the mark if you can’t be clear on who you want to be before deciding what you want to do. I’m not talking about corporate values or a code of conduct, but deciding in every initiative or project how you want to show up and the impact you want to have. Setting a “To Be” list before your “To Do” list creates a clear focus on the desired outcome. This simple step of aligning everyone to a single why  had a powerful impact that could be felt by our employees, our clients and our partners.

Vendors, You’re Being Graded

Right now, channel partners are grading their vendors. Many partners are currently realigning their vendor relationships and while this is in part driven by shifts in the marketplace and increased demand for security, cloud and consumption based solutions, this grading is also heavily influenced by how vendors showed up when the world shut down. Partners are heralding vendors who were there for them with relief programs in their time of need and re-evaluating those who were not.

What’s the Criteria?

As partners talk about moving from survival to recovery and revitalization, I was curious about what factors were given the most weight in vendor re-selection. Financial relief? Flexible payment terms? Free licenses? Relaxed revenue targets? And what about the smaller vendors who couldn’t offer relief packages quite so robust? By knowing exactly what partners valued most during the crisis, could it help vendors better understand how to support partners moving forward?

The Results are Surprising

What did grade-A vendors do that set them apart from the rest? The results were surprising.

As I met with partners and scoured polls and online commentary, my focus shifted. I was originally looking for trends in what vendors did, but it was the way they showed up that seemed to resonate with partners. Partners definitely cited the tangibles like financial relief and other programs, but they also focused on how the vendor behaved and made the partners “feel.” It was the level of concern from the vendor—the sense of urgency—and how the importance of the partnership was communicated that set them apart from their lower-grade counterparts. The vendors who showed up strong did not overlook that first but crucial step.

Those companies that first decided who they wanted to be in this crisis were led by a higher purpose when deciding what they needed to do. It resonated in their communications; it showed in their relief offerings; it was reinforced at all levels within their company, from executives to reps. Early remarks from partners such as “they are there for us,” “they understand our needs” and “they are working with us” showed an increased sense of loyalty even during the height of the chaos. The following word cloud lists some of the most common words or phrases partners used to describe their perception of vendors in response to the COVID-19 crisis:

When describing the standout vendors, they used words like “sense of urgency,” “responsive,” “supportive,” “accessible” and “engaged”. Even words not usually associated with corporations like “human,” “caring” and “heart” were used to describe some vendors. While some of the likely candidates with more robust channel programs were cited, many smaller vendors who led with “heart” were mentioned as well.

Retired Starbucks Chairman and CEO Howard Schultz said, “If people think they share values with a company, they will stay loyal to the brand.” The pandemic created an unprecedented moment for brands to make strong emotional connections with their customers, partners and even employees. Those companies that connected with their partners through a shared set of values have strengthened loyalty and will be rewarded as revenues rebound.  

So Now What

As partners scramble to adapt to the new normal, they are having to re-think how to sell, support and connect with customers in a whole new way. For many partners, they are adapting to:

  1. Rapid technology adoption
  2. Virtual-only selling environments
  3. Digital-only marketing and relationship building
  4. Changing customer environments, priorities, and budgets

Vendors are simultaneously trying to adapt programs and engagement strategies to support partners in these efforts. Some vendors are providing techniques and tools that enable remote selling. Others are creating effective marketing strategies to build customer relationships virtually. Some vendors are working with partners to design an E2E customer journey without ever stepping foot on the customer’s site. The list of things vendors can do to help partners is long, but if having a clear purpose really is a key differentiator in gaining partner loyalty, vendors should seize this golden opportunity by aligning their “To Be” to their partners’ challenges.  

5 Tips on leading with “Be”

  1. Create a To-Be List:  A “To Be” list is not the same as your company values. It is a set intention for a specific project, initiative, or plan and describes how you want people (customers, partners, employees, community) to feel. It does not need to be a complex exercise. Start by asking, “Who do we need to be for our (partners)” and then ask, “What do we need to do to be exactly that?”
  2. Value What Your Partner Values:  Align your “To Be” list with your partners’ values. If you don’t know what your partners value, ask, or let us help you distill it down.
  3. Talk About It: Be open about who you are striving “To Be” at all levels in your organization. Set the example and reinforce the message often. Openly share your list with your partners when rolling out new initiatives. What gets talked about gets done.
  4. Make it a Consistent Practice: It doesn’t take a global pandemic to adopt the attributes partners cited (e.g., quick response, flexible, open communication). If partners value these actions from vendors, showing up this way 365 days a year could be a game-changer for your channel.
  5. Let Your “To Be” List Guide: You’re in business to make money. So are your partners. Defining your “To Be” list should be the catalyst for you to create the tangible assets, benefits and support you’re going to offer your partners to set them up for success in 2H 2020 and beyond. Look at how things have changed, what needs to be adapted, and then find the greatest impact you can have to stimulate growth in their business and revenue for you.

If you’re one of the vendors who got an A from their partners, put a gold sticker on your forehead and take an extra 15-minute recess! If you’re one of the vendors who maybe didn’t get the grade, don’t worry—there’s still time to retake the test.

To Be or Not to Be……I think you know the answer. Happy Selling!

 To find more content like this from our insightful Channel Chief Advisory Board members, visit the resource page on Impartner’s website.

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Impartner Bootcamp: Basic Training for New Security Partner Program Recruits https://impartner.com/2020/07/20/impartner-bootcamp-basic-training-for-new-security-partner-program-recruits/ Mon, 20 Jul 2020 21:32:02 +0000 http://impartner.flywheelsites.com/?p=16808 One easy way to keep your program data secure is to provide targeted training for partners on security.

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The Inverse Channel: The Rise of Partner Power https://impartner.com/2020/07/18/the-inverse-channel-the-rise-of-partner-power/ Sat, 18 Jul 2020 21:35:00 +0000 http://impartner.flywheelsites.com/?p=16812 Most companies focus on their needs and goals in mind, but what about our partners’ needs?

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4 Key Things to Consider When You’re a Channel Leader https://impartner.com/2020/06/26/4-key-things-to-consider-when-youre-a-channel-leader/ Fri, 26 Jun 2020 21:03:36 +0000 http://impartner.flywheelsites.com/?p=8392 The entire premise of the channel is about leverage, doing more work with fewer people.

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Creating Indispensable Partner Relationships in a Time of Uncertainty https://impartner.com/2020/05/04/creating-indispensable-partner-relationships-in-a-time-of-uncertainty/ Mon, 04 May 2020 15:47:29 +0000 http://impartner.flywheelsites.com/?p=5374 The channel is changing faster than ever and the same is true for partner relationships.

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How to Make Partners Powerful – Even When You Can’t Be There https://impartner.com/2020/04/01/how-to-make-partners-powerful-even-when-you-cant-be-there/ Wed, 01 Apr 2020 19:41:24 +0000 http://impartner.flywheelsites.com/?p=5339 With the rise in diagnoses, we are taking increased measures to maintain business continuity and protect the health of our employees.

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Channel Enablement and Marketing for a New Decade https://impartner.com/2020/02/11/channel-enablement-and-marketing-for-a-new-decade/ Tue, 11 Feb 2020 19:11:34 +0000 http://impartner.flywheelsites.com/?p=5235 In a powerful new global study seven key trends have emerged that will set the pace for how top channel managers and marketers optimize the performance in 2020 and beyond.

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Top 10 Ways Impartner Grows Customer Channel Revenue https://impartner.com/2020/01/23/top-10-ways-impartner-grows-customer-channel-revenue/ Thu, 23 Jan 2020 23:20:19 +0000 http://impartner.flywheelsites.com/?p=5165 Impartner’s 2019 customer survey reports an average channel revenue increase of 32.3%.

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World-Leading Satellite Operator SES Chooses Impartner to Power Global Rollout of Partner Program https://impartner.com/2019/12/02/world-leading-satellite-operator-ses-chooses-impartner-to-power-global-rollout-of-partner-program/ Mon, 02 Dec 2019 17:42:05 +0000 http://impartner.flywheelsites.com/?p=4877 Impartner helped us engage with our partner ecosystem in a way we've never done before.

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Top 3 Reasons Referral Programs Fail https://impartner.com/2019/11/12/top-3-reasons-referral-programs-fail/ Tue, 12 Nov 2019 07:29:58 +0000 http://impartner.flywheelsites.com/?p=4746 You can’t just ‘set it and forget it’ and expect good, long-term results.

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4 Differences Between Referral and Affiliate Programs https://impartner.com/2019/11/08/4-differences-between-referral-and-affiliate-programs/ Fri, 08 Nov 2019 08:16:42 +0000 http://impartner.flywheelsites.com/?p=4742 When reading a blog post recommending a brand, it’s not nearly as influential as if a friend recommended the brand.

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4 Ways Sales Can Benefit from Referrals https://impartner.com/2019/11/04/4-ways-sales-can-benefit-from-referrals/ Mon, 04 Nov 2019 09:18:42 +0000 http://impartner.flywheelsites.com/?p=4736 The good technology solutions should help replicate and facilitate those processes to “institutionalize” and scale the process of driving referrals

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How a Referral Partner Program Decreases SaaS Churn https://impartner.com/2019/10/24/how-a-referral-partner-program-decreases-saas-churn/ Thu, 24 Oct 2019 08:19:09 +0000 http://impartner.flywheelsites.com/?p=4617 These challenges partners face with traditional deal registration software leads to poor partner experience and disengagement with a company.

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5 Tips for a Successful Referral Program https://impartner.com/2019/10/21/5-tips-for-a-successful-referral-program/ Mon, 21 Oct 2019 16:26:09 +0000 http://impartner.flywheelsites.com/?p=4739 Referrals have the power to create an enormous amount of brand equity in prospects that are interested in your products and services.

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Referral Tracking Software and Untapped Lead Generation https://impartner.com/2019/10/21/referral-tracking-software-and-untapped-lead-generation/ Mon, 21 Oct 2019 08:23:18 +0000 http://impartner.flywheelsites.com/?p=4621 The evolution we saw in our example client shows the untapped potential that referrals have for lead generation.

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Why Offline Referrals are Still Important to Brands https://impartner.com/2019/10/14/why-offline-referrals-are-still-important-to-brands/ Mon, 14 Oct 2019 08:31:28 +0000 http://impartner.flywheelsites.com/?p=4625 The truth is that many successful referrals are made to friends and colleagues that are best unknown to employers, spouses, etc.

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3 Ways Verbal Referral Functionality Will Increase Advocate Referrals https://impartner.com/2019/10/09/3-ways-verbal-referral-functionality-will-increase-advocate-referrals/ Wed, 09 Oct 2019 19:49:03 +0000 http://impartner.flywheelsites.com/?p=4628 This missing functionality causes advocates to lose faith in the referral program, thereby discouraging future referrals.

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The Stormy Challenges of an In-House Referral Program https://impartner.com/2019/09/20/the-stormy-challenges-of-an-in-house-referral-program/ Fri, 20 Sep 2019 08:50:36 +0000 http://impartner.flywheelsites.com/?p=4631 The number one factor driving successful referral programs is a fully-engaged advocate base.

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Pure Power for Your Channel: Microsoft Dynamics 365 and Impartner PRM https://impartner.com/2019/07/19/pure-power-for-your-channel-microsoft-dynamics-365-and-impartner-prm/ Fri, 19 Jul 2019 22:56:39 +0000 http://impartner.flywheelsites.com/?p=4238 Microsoft Dynamics 365 and Impartner PRM create 1-2 punch combination to bring value to Microsoft ecosystem

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How to Successfully Enable Your Partners https://impartner.com/2019/06/26/how-to-successfully-enable-your-partners/ Wed, 26 Jun 2019 21:39:25 +0000 http://impartner.flywheelsites.com/?p=4072 As the pure-play global leader in the fast-growing PRM market, Impartner’s priority is the success of our customers.

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Why an Early Investment in a PRM Solution Will Accelerate Company Growth https://impartner.com/2019/06/21/why-an-early-investment-in-a-prm-solution-will-accelerate-company-growth/ Fri, 21 Jun 2019 22:48:42 +0000 http://impartner.flywheelsites.com/?p=4062 Smartsheet explains why an early investment in PRM is a critical channel scale pedal

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How to Win Deals and Influence Partners https://impartner.com/2019/03/20/how-to-win-deals-and-influence-partners/ Wed, 20 Mar 2019 14:37:55 +0000 http://impartner.flywheelsites.com/?p=3905 As the pure-play global leader in the fast-growing PRM market, Impartner’s priority is the success of our customers.

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How to Recruit Partners and Keep Them Around https://impartner.com/2019/01/22/how-to-recruit-partners-and-keep-them-around/ Tue, 22 Jan 2019 20:39:20 +0000 http://impartner.flywheelsites.com/?p=3789 As the pure-play global leader in the fast-growing PRM market, Impartner’s priority is the success of our customers.

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The Breakout Technology That Allowed A $14B Manufacturer To Build A Holy Grail https://impartner.com/2018/10/24/the-breakout-technology-that-allowed-a-14b-manufacturer-to-build-a-holy-grail/ Wed, 24 Oct 2018 21:36:51 +0000 http://impartner.flywheelsites.com/?p=3192 As the pure-play global leader in the fast-growing PRM market, Impartner’s priority is the success of our customers.

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3 Things to Prepare Your Company for the Channel https://impartner.com/2018/07/24/3-things-to-prepare-your-company-for-the-channel/ Tue, 24 Jul 2018 08:41:27 +0000 http://impartner.flywheelsites.com/?p=2959 Most technology companies maximize profit by maximizing revenue. This principle is the basis of digital economics.

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5 Tools You Need to Segment Your Channel https://impartner.com/2018/05/01/5-tools-you-need-to-segment-your-channel/ Tue, 01 May 2018 00:00:31 +0000 http://www.impartner-prm.com/?p=702 The pressure to move faster and produce growth within your business is the key to scaling at a higher rate and your ultimate success. If your company has been experiencing the pressures of tight margins, hiring shortages, and growth targets – it’s time to think about the many ways there are to utilize your indirect channel.

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New Partner Mantra: ‘Show Me (How I Make) the Money’ https://impartner.com/2018/04/23/new-partner-mantra-show-me-how-i-make-the-money/ Mon, 23 Apr 2018 00:00:31 +0000 http://www.impartner-prm.com/?p=717 It's surprising how many channel people we talk to that do not have a clear understanding of how their partners make money selling their products. When we talk with our clients about the importance of a strong economic value proposition to support their recruiting and re-recruiting efforts, they report many of the same challenges.

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3 Channel Trends to Revolutionize Your Manufacturing Business https://impartner.com/2018/04/18/3-trends-to-revolutionize-your-manufacturing-business/ Wed, 18 Apr 2018 00:00:28 +0000 http://www.impartner-prm.com/?p=721 It’s no surprise the manufacturing industry has one of the most complex selling models. With a rapidly changing sales environment, keeping up with the times in the current market can make it difficult to maintain a competitive edge. We’ve discovered a few trends to revolutionize your manufacturing sales and increase revenue growth.

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3 Ways to Change Your Selling Point of View https://impartner.com/2018/03/15/3-ways-to-change-your-selling-point-of-view/ Thu, 15 Mar 2018 00:00:09 +0000 http://www.impartner-prm.com/?p=530 Getting your organization to shift to a partner-centric management mindset will require a change in the way you train your team to interact with partners. When selling aligns with your partner-centric management philosophy, your partner programs are bound to succeed.

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How to Navigate Signing a New Reseller Partner in Your Industry https://impartner.com/2018/01/18/how-to-navigate-signing-a-new-reseller-partner-in-your-industry/ Thu, 18 Jan 2018 00:00:18 +0000 http://www.impartner-prm.com/?p=813 Whew, what a process, but you finally got that new partner signed up. You’ve done a lot of prospecting, been on many phone calls along with demonstrations, testing and negotiation. Regardless, it was time well spent as the dotted line got signed. Now, you can sit back and watch the sales roll in.

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How to Bring Manufacturing into the 21st Century With Partner Engagement https://impartner.com/2017/12/11/how-to-bring-manufacturing-into-the-21st-century-with-partner-engagement/ Mon, 11 Dec 2017 00:00:08 +0000 http://www.impartner-prm.com/?p=822 If you’re in the manufacturing industry your customers buying journey can easily become complex. The amount of time and consideration dedicated to these investments is critical to your organization and your channel partners. Partner Relationship Management helps improve the communication between companies and their channel partners.

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