The benefits of channel partners are many, as we’ll explore in this post. Channel partners serve as the bridge connecting your company to unexplored territories and untapped potential. Their deep local knowledge, industry-specific expertise, and established relationships can accelerate your business growth while providing invaluable support and services to your customers.
Whether you’re building a partner ecosystem of resellers, distributors, or affiliates, partners are the key to unlocking new avenues of growth and success for your business. By harnessing the benefits of channel partners, you can achieve remarkable results and build a strong foundation for sustained success.
Building a partner program is not only a strategic move, but a path to accelerated business growth. Let's get started.
👉 What you'll find:
- Why are channel partners important in business?
- How do channel partners add value?
- The major benefits of channel partners
- Grow your channel partner program
Why are channel partners important in business?
The shift to partner ecosystems is only accelerating, with McKinsey forecasting that by 2030 ecosystems will play a major role in almost every aspect of global economy, driving around $80 trillion in annual revenue: a third of total global revenue.
From resellers and distributors to affiliates, each type of channel partner has unique characteristics and strengths they can bring to your business. Overall, though, think of channel partners as the bridge connecting your business to unexplored territories and growth.
Their deep local knowledge, coupled with an understanding of regional market dynamics and pre-established relationships, can speed up your business growth. They can also provide support and additional services your company may not be able to offer customers.
How do channel partners add value?
Channel partners bring a wealth of benefits to your business, as we’ll discuss, but their contribution doesn't stop there. They also add substantial long-term value in other ways, including:
- The ability to do more with less: By handling specific tasks like support and sales, partners can free up your company’s resources to focus on core competencies
- Strategic insights: With their customer relationships, partners can offer unique market insights that can give you a competitive edge, as well as suggest new service lines and products
- Risk mitigation: Sharing business risks with channel partners can reduce the potential downsides of your future market expansion
Since many channel partners operate on a revenue sharing model, they earn a defined portion of the revenue from every product or service sold with their assistance. This model aligns the interests of both you and your partners, ensuring that you can both grow faster, together.
🔎 Discover more: Ready to learn about what it takes to build a partner ecosystem? Read our full guide on building a partner ecosystem here.
The major benefits of channel partners for your business
Channel partners can be a game-changer for your business, offering transformative benefits. In the short term, these partners can increase your market coverage, boost sales, and expedite product launches. They provide specialized expertise, superior customer service, and an immediate local presence.
In the long term, channel partners contribute to improved operational efficiency, enhanced brand awareness, improved data collection, and scalability for rapid growth. Partnering with them allows you to seize immediate opportunities while building a strong foundation for sustained success in the future.
Let’s look at each of these benefits of channel partners in more detail.
1. Increased market coverage
Channel partners can help extend your market coverage and boost sales significantly. They often come equipped with extensive networks and local connections, making them the ideal ambassadors for your brand in new markets.
With your partner ecosystem, you can tap into territories and customer segments that were previously beyond your reach.
2. Specialized expertise
Channel partners offer industry-specific knowledge, valuable customer insights, and localized expertise. These insights can help you tailor your offerings better to meet market needs.
Their nuanced understanding of the local market can also give you a competitive edge, and help shape your products or services to fit local preferences and demands.
3. Greater operational efficiency
McKinsey’s The State of Organizations 2023 report notes that a third of business leaders listed efficiency as a top organizational priority. Channel partners can play a pivotal role in reducing operational and cost inefficiencies in your business.
To start, they can streamline your sales and distribution processes. By assuming these responsibilities, they allow you to run a leaner operation with reduced overhead costs from hiring more employees.
By handling specific tasks, like support services or customer onboarding, they can also significantly free up your team’s resources to focus on core competencies. Basically, your business gets to do what it’s good at, and your partners get to shine too. It’s a win-win-win for you, your partners, and your customers.
4. Faster time to market
With their established networks and in-depth understanding of their market, channel partners can expedite your product launches. They can ensure that your products or services reach the end customers swiftly, enhancing your competitive advantage. You’ll also be able to tap into their network of existing customers.
Often, the quicker you can deliver, the better your chances of winning the market.
5. Robust customer service and support
Channel partners are ideally positioned to provide superior, personalized customer service. Their proximity to customers and understanding of their market enable them to cater to customer queries and issues effectively. There are even partners, like value-added resellers, that can offer all or a portion of support services on your behalf.
Of course, superior customer service leads to customer satisfaction, which can significantly improve your customer loyalty and retention.
6. Accelerate revenue growth
This might be one of the most important benefits of channel partners. A robust indirect sales program can significantly drive your revenue growth. All the benefits listed here, from increased market coverage to improved operational efficiency, contribute to truly accelerating your revenue.
Channel partners are not a cost center for your business, but a strategic investment that pays dividends in the form of sustained revenue growth.
In fact, we commissioned Forrester Consulting to conduct a Total Economic Impact™ study to examine the cost savings and benefits that companies can expect when using Impartner to manage their partner programs.
Forrester found that a composite organization based on Impartner customers achieved a 296% return on investment over 3 years and up to 50% increase in partner-sourced deals. This led to $2.4M in net value over 3 years. Learn more in the Forrester study!
7. Increased brand awareness
By representing your brand in new markets, and with their current customers, channel partners can enhance your brand's visibility and recognition.
Increased brand awareness can lead to greater market acceptance of your products or services, thereby driving new sales.
8. Extended local presence
Often, channel partners provide an immediate local presence, eliminating geographic and logistical barriers for your company. Their on-ground presence can help overcome local operational challenges and ensure seamless execution of your business strategies.
This local presence can be crucial in markets where cultural nuances and localized strategies are key to business success.
9. Improved data collection
Channel partners interact directly with customers, providing a treasure trove of valuable data. This data, ranging from customer preferences to buying patterns, can provide actionable insights that inform your future business strategies.
Using these insights, you can fine-tune your offerings and marketing efforts to better align with market demand.
10. Scalability to grow
Finally, from partners that offer support services to on-the-ground resellers, channel partners come equipped with resources and networks that can support your business's rapid scaling.
Channel partners offer the capability to expand your reach without proportionally increasing your operational overhead. This scalability is crucial for businesses looking to grow quickly and efficiently, especially in new and dynamic markets.
Grow faster, together
Channel partners can unlock new avenues of growth and success for your business. Their benefits are far-reaching and transformative, making them essential for any comprehensive growth strategy.
Are you ready to harness the power of channel partners and accelerate business growth? Impartner can help. Each day millions of partners in nearly every industry across the globe access Impartner. Our partner relationship management and through channel marketing automation solutions help companies accelerate revenue and profitability through their indirect sales channels at every partner lifecycle touchpoint.
From partner training and certifications to communications, business planning, and performance compliance, Impartner handles it all and more with best practices and automation built-in.
Ready to reap the many benefits of channel partners? We’re ready when you are.