The full version of this article was first published at: The Allbound Podcast: Train for Channel Success

Joseph Ulrich, Team Leader for US Channels at Hyland Software, joins me on The Allbound Podcast to discuss channel engagement, training partners, and what may or may not be the reason why 80-90% of Hyland’s customers are aqcuired through channel sales.  You mentioned that now you’re really focused on recruitment and activities that are associated with uncovering and welcoming new partners. Has your partner recruitment strategy changed much over the years, or is the essence basically the same? No, I would say that it has probably changed quite a bit over the years. When we were first founded back in 1991, we had a need to really expand our presence fairly quickly and try and gain as much market penetration as we could. Any partners who are family we affectionately call Team OnBase, and really what we were looking for at that time were those partners that were capable of a broad range of capabilities. That was vitally important to us because again, we were just trying to expand our reach and expand the name of OnBase. A lot of these included not only our traditional partners but then some OEM organizations as well. The partners who we brought onboard at that time were growing their businesses right along with us, and OnBase became one of their primary solutions that they were selling to their customers. More recently, I would say that we’ve become much more strategic, not only from a geographical perspective but maybe more so in the offerings and the…
Read More: The Allbound Podcast: Train for Channel Success

The full version of this article was first published at: The Allbound Podcast: Aligning Systems, Processes and People for Partner Success

Keith Lubner, Co-Founder and Managing Partner of Channel EQ, joins me, on The Allbound Podcast to discuss determining company readiness for building a channel, and common pitfalls to avoid once your channel exists. Is it the customers that are driving the changes you’ve seen in the channel and causing these organizations to look ahead as opposed to always looking behind? That’s a great question. Customers are a part of it, but really the root cause of it is technology itself. Technology is allowing a couple of things to occur. Number one, especially in the SaaS space environment you’re looking at a complete seismic shift in the way customers are buying now, and the customer journey is a lot different than it was years and years ago. What that is causing a lot of channel organizations to have to do is to change themselves and be more adaptable to the customer and their journey; and the journey is different than it was before. Customers are going into more pilots now and they’re going into more smaller projects and they are able to execute a lot faster. Customers are also able to get to a lot of information around a vendor and their offerings easier than before. Now that vendors have lost a lot of control they need to – especially from a sales perspective – adapt to the environment of that customer. The problem is that there’s a huge gap in skills. There’s a gap in skills from what they were…
Read More: The Allbound Podcast: Aligning Systems, Processes and People for Partner Success

The full version of this article was first published at: 3 Common Channel Marketing Mistakes (and How to Avoid Them)

When exploring your work in the channel, it’s easy to try to address things with the same strategy as direct sales. Often, you can have some success with this method. Other times, you may find yourself failing. What’s important to remember is that you need to address your channel partners differently at times. There are a few mistakes that can be made fairly easily. Here are three possible failing points and how to avoid them: 1. Focusing on Partner Recruitment Instead of Engagement While it’s important to have a comprehensive list of channel partners to work with, it’s also important to make sure those partners remain engaged. If you’re spending the bulk of your time on seeking out channel partners, that means your existing work in the channel is suffering. You don’t need to spend all of your time in the channel working on re-engaging and nurturing your partners. But you do need to spend enough time that they don’t migrate away from your partnership. By striking a balance between finding new channel partners and keeping your current partners engaged, you’re showing all of your partners that you care about the relationship. Another factor to keep in mind is that if you’re only devoting your efforts to recruitment, how personalized are any of your communications? If you are using a blanket newsletter for your sales acceleration communiques, then your current channel partners are not going to feel the love. Take a little more time and use a little more effort…
Read More: 3 Common Channel Marketing Mistakes (and How to Avoid Them)

The full version of this article was first published at: Key Elements of a Successful Channel Partner Training Program

In today’s lightning-fast business world, both channel sales staff and channel marketers have plenty on their plates. So it can be all too easy for the sales and marketing staff at even the most dedicated partner to skip past your emails informing them that your latest training materials are now available. And that’s unfortunate. Because training is a critical part of making sure that everyone across your channel partner program knows exactly how they need to position your product. With high-quality training, everyone—you, your partners, their clients, the end customer—all benefit. By keeping in mind these key elements of a successful channel partner training program, you can make sure that your channel partners see your trainings not as obligatory interruptions to speed through on their way to doing business, but as a fundamental foundation for selling your product. In fact, if you structure your training program correctly, you might even find that your channel partners look forward to utilizing your training resources.   Get Face to Face and Get Creative! Technology is more important than ever to successful channel sales relationships. But that doesn’t mean that remote communications entirely replace the ever-so-critical human element. Bringing together your partners with a launch event for a given channel initiative with some all-day training workshops is a great way to make everyone feel like they’re a part of something bigger. And even if partners compete with each other in different markets, they can talk shop and appreciate what they have to offer each…
Read More: Key Elements of a Successful Channel Partner Training Program

Social Media Auto Publish Powered By :