Rules of Engagement

What are rules of engagement?

In the context of channel partnerships, rules of engagement refers to a set of guidelines that establish how channel teams and their partners should interact, cooperate, and collaborate with each other. These guidelines can also minimize channel conflict between partners and internal sales to ensure that all parties work together smoothly and productively.

For example, in a technology or cybersecurity firm, rules of engagement might define which geographic regions or market segments each partner can operate in. They could also establish how leads are distributed, how partners can represent your brand, and how to resolve and report potential conflicts.

Here’s a few things that you might outline in your rules of engagement:

• Payment and incentive structures
• Lead and deal registration processes
• Market, territory, and customer segments
• Dispute resolution processes
• Sales and revenue targets
• MDF and co-op funds guidelines
• Pricing and discount structures
• Product and service training resources
• Marketing and sales enablement resources
• Intellectual property rights
• Confidential information protection
• Preferred communication channels
• Certification and accreditation resources
• Payment and incentive structures
• Non-compete agreements
• Termination and exit strategies

Creating clear rules of engagement is a critical step for any business that’s ready to grow their indirect sales strategy. They set the stage for open communication, mutual respect, and long-term successful collaboration. However, these rules should be reviewed and updated regularly to ensure they remain effective and relevant as your business and partnerships evolve.

Related content:

Free Partner Program Templates to Run Your Ecosystem | 5 Ways to Improve Partner Transparency to Drive Success | Partner Relationship Management | Partnership Agreement