The Art of Recruiting the Perfect Channel Partners

“Many of the new players like accounting firms, marketing agencies, and consultants do not even know what the IT channel is.”

By now, the fundamentals of channel development are common knowledge. At Impartner’s customer conference, the channel experts talked about this in great detail. Of course, there are different requirements for each type of vendor, but with experience and effort, you could build the right channel programs, tools, and partner portals.

Will these details be enough for them to come and stay? The key is to attract the right partners, and if you are still not finding the right-fit partners, this may force you to build your own partners (BYOP).

The DNA of the new channel partner is a mixture of various species – traditional VAR, MSP, ISV, Telco, POS etc. As these companies collide or merge, all sorts of hybrids are emerging. Many of the new players like accounting firms, marketing agencies, and consultants do not even know what the IT channel is. It is your job to inform them and create the best fitting partners.

The basic key to unlocking the perfect-fit partners is to know the persona, target markets, and skillset of the partners you need to sell your products. If you can narrow in on this, you will enable yourself to search for near-fit prospects and work with them to build out the channel difference that you need. As we work towards finding our best-suited partners, it is crucial to never forget to build loyalty to protect your ongoing investments. Click here to schedule a demo.

This content was originally presented by Julian Lee, CEO at TechnoPlanet, as part of a Lightning Round presentation on the “Top 9 Things Channel Chiefs Must Do in 2018 to Transcend the Performance of Their Channel.” To watch the entire presentation featuring a host of top channel strategists, CLICK HERE.

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