How to Build Unbreakable Channel Partnerships

Channel partnerships nurture collaborative relationships between companies and their partners. Channel partners bring particular strengths and expertise to create a powerful alliance that extends market reach, enhances product offerings, and drives sales.

In this guide, we will explore types of channel partnerships and unearth what makes them successful. Moreover, we will highlight the strategies and best practices that contribute to their success.

So, whether you’re a company seeking to expand or a partner looking to enhance your product portfolio, this guide will provide the essential insights you need to get started.

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What is a channel partner?

A channel partner is like a trusted ally for a company, working hand in hand with manufacturers, vendors, or service providers to promote, sell, and distribute their products or services.

They are an integral part of a company's distribution strategy, helping to reach a wider market and increase sales by tapping into their own networks, expertise, and resources.

When a company teams up with a channel partner, it gains access to their established customer base and market connections. This opens up exciting opportunities to expand into new areas, reach different customer segments, or enter specific industry verticals that may have seemed out of reach on its own.

Building strong relationships with reliable and capable channel partners is the key to establishing a robust distribution network and achieving mutual success. Well-aligned channel partnerships pave the way for greater market reach and business growth.

Channel Partnership

What types of channel partners are there?

Channel partners can vary depending on the industry and specific business model, but some of the most common include value-added resellers (VARS), distributors, system integrators (Sis), original equipment manufacturers (OEMs), consultants and managed service providers (MSPs).

Let’s look at each of these in further detail:

  • Value-Added Resellers (VARs): VARs purchase products or services from a manufacturer or vendor and add value to them by customising, integrating, or bundling them with other solutions. They then resell these enhanced offerings to end customers.

  • Distributors: Distributors act as intermediaries between manufacturers and resellers or end customers. They purchase products in bulk from manufacturers and sell them to retailers, VARs, or directly to end customers. Distributors often provide warehousing, logistics, and fulfillment services.

  • Systems Integrators (SIs): SIs specialise in integrating various hardware, software, and networking components into comprehensive solutions for end customers. They design, implement, and manage complex systems and ensure interoperability among different technologies.

  • Original Equipment Manufacturers (OEMs): OEMs are companies that manufacture products and components that are then used by other companies to assemble and sell their own branded products. OEMs typically do not sell directly to end customers.

  • Consultants: Consultants provide expert advice and guidance to businesses regarding specific areas such as technology, strategy, marketing, or operations. They may recommend and implement solutions offered by other channel partners or provide their own services.

  • Managed Service Providers (MSPs): MSPs deliver ongoing management and support services to businesses. They take responsibility for specific IT functions or entire IT infrastructures, ensuring smooth operations and providing maintenance, monitoring, security, and other services

Patterns in loyalty data

What makes a channel partner successful?

Successful channel sales come from partners that have trust in a brand and a collaborative relationship, which is achieved through clear communication, a shared vision, and constant mutual support.

By nurturing these important factors, businesses can create powerful alliances that bring about remarkable results. Let’s look at these factors in more detail below:

  • Clear communication: Open and transparent communication is crucial for a successful channel partnership. Both parties should establish clear expectations, goals, and strategies from the outset. Regular and honest dialogue helps prevent misunderstandings and ensures alignment between the partners.

  • Shared vision and goals: Successful channel partners share a common vision and goals. Having a clear understanding of each partner's objectives and how they fit into the broader partnership helps create a unified approach.

  • Complementary capabilities: Each partner's unique expertise and resources should complement the other's, creating a synergistic effect. This enables the partners to deliver greater value to customers and differentiate themselves in the market.

  • Supportive relationship: Partners should be willing to provide guidance, assistance, and resources to help each other succeed. This may involve sharing market insights, providing training, or collaborating on joint marketing efforts.

  • Win-win mindset: A successful partnership focuses on creating win-win outcomes for both parties and finding ways to mutually benefit and grow together. This mindset fosters a sustainable and prosperous partnership.

Benefits of successful channel partnerships

What are the benefits of using channel partners?

Channel partners offer several benefits for businesses, from expanding your market reach and boosted sales opportunities to enhanced brand reach and awareness. Discover how channel marketing can revolutionise your business below:

  • Expanded market reach: Channel marketing allows businesses to tap into the established networks and customer bases of their channel partners. By leveraging their distribution channels and market presence, businesses can reach a larger audience more effectively.

  • Increased sales opportunities: Collaborating with channel partners gives businesses access to additional sales channels and selling opportunities. Partners can actively promote and sell the products or services, resulting in increased sales volume and revenue for the business.

  • Cost efficiency: By leveraging the resources and expertise of channel partners, businesses can reduce costs associated with marketing, distribution, and customer acquisition.

  • Enhanced brand visibility: Working with established channel partners with a strong presence in the market can help increase brand recognition among customers, leading to increased preference for the business's products or services.

  • Access to specialist expertise: Channel partners bring their expertise in specific industries, markets, or customer segments. This can be invaluable for businesses seeking to enter new markets or reach niche customer segments that they may not have direct experience with.

Using loyalty data

How to develop a winning channel partnership

To construct a channel partnership that generates a substantial return on investment, businesses can follow a series of fundamental steps, including identifying suitable partners, developing a written plan and monitoring success metrics.

Here is a step-by-step guide on developing a channel partnership:

1. Identify suitable partners

To kickstart the creation of an unshakeable channel relationship, it's really important to find the right partners. It’s wise to figure out what qualities they're looking for in an ideal partner.

When selecting a partner, choose someone who has the resources and willingness to invest in the partnership. They should also have the necessary technical skills to work well with your company.

Once you've identified potential partners that meet these criteria, you can propose an agreement to them.


2. Foster the relationship

Next, it’s time to go through a discovery process together. This process allows both parties to take a close look at the solutions they currently provide and pinpoint any areas where they might be lacking.

The goal is to address these gaps, tap into new markets, and elevate the quality of products and services offered. It's crucial to thoroughly analyse different aspects of the relationship, such as integration possibilities, potential obstacles that might arise, and strategies to mitigate any risks involved.


3. Develop a written plan

In a successful channel partner programme, both parties play an active role in setting goals and working together to achieve those goals. This promotes shared responsibility and a clear understanding of what is expected from each side.

During the goal execution phase, it's important to:

  • Outline key objectives
  • Identify the desired target market
  • Assign specific responsibilities
  • Determine resource investments

It's advisable to plan for at least the initial 12 weeks of the partnership to ensure a solid foundation for success.

4. Facilitate integration and training

Once the partnership is formed and both parties have aligned on expectations through the written plan, it's time to focus on facilitating a smooth integration between the partners.

To help with this, it's beneficial to assign a partner manager, who will be responsible for overseeing introductions and managing relationships between the teams.

The partner manager plays a crucial role in identifying opportunities for training and development, ensuring that everyone is on the same page and equipped with the necessary knowledge and skills for a seamless integration process.


5. Develop effective communication strategies

Communication plays a crucial role in ensuring channel partners are  successful. It's essential to prioritise transparency in your day-to-day interactions with your partner.

Establishing a protocol for regular updates allows both parties to share important information about their respective areas of the relationship. This ensures that everyone is well-informed, enabling both sides to improve processes and strengthen the partnership accordingly.


6. Monitor success metrics

As your partnership moves forward, it's crucial to keep a close eye on its progress by actively gathering feedback and measuring key metrics. These valuable insights will empower you to make informed decisions about introducing new tools, fine-tuning processes, and establishing best practices.

By continuously optimising your programme based on these insights, you'll create a solid foundation for expansion. This means you can gradually include a larger network of partners, leveraging the lessons learned and the successful strategies implemented along the way.

How creating competition builds loyalty

The top 10 channel partnership types
(and how they excel at driving sales)

Here’s our run down of the different types of channel partnership that have a track record of success and could serve as a valuable model for your own revenue-boosting partnership.

1. Technology partnership

A technology partnership brings together a software company and technology partners who collaborate to integrate their products or services with the software. 

By gaining access to the software's APIs and development resources, partners can create complementary offerings that enhance the overall value proposition. This programme proves beneficial for both parties as it expands their customer base by tapping into new markets and provides customers with more comprehensive solutions.


2. Reseller partners

In a reseller partnership, manufacturers or vendors join forces with resellers or distributors to expand their market reach.
Partners purchase products from the manufacturer at wholesale prices and then sell them to end customers, earning a margin on each sale. This approach allows manufacturers to reach a broader customer base through the reseller's established distribution network. At the same time, resellers benefit from offering a diverse range of products to their customers, thereby increasing their competitiveness.


3. Training and certification

These programmes are designed to equip partners with the necessary knowledge, skills, and certifications to effectively implement or support a company's products or services.
Partners gain access to training resources and receive support from the company to ensure they are equipped with a high level of expertise to promote consistent and reliable support for customers.


4. Referral partners

The purpose of this referral programme is to motivate partners to refer potential customers to a company. In return, partners receive a commission or reward for their valuable referrals. This is especially common in industries like real estate, insurance, and finance, where individuals or organisations frequently refer clients to service providers.

By participating in a referral partner programme, companies can tap into the vast network of their partners and gain access to a new channel of qualified leads. Partners, on the other hand, are incentivised and rewarded for their referrals, creating a win-win situation for both parties involved.


5. Strategic alliance

Companies enter strategic alliances with other organisations to jointly develop and market products or services. 

Through collaboration in product development, marketing strategies, and market expansion, companies can achieve shared growth and gain a competitive edge in the market.

Strategic alliances enable companies to pool their expertise and resources, leading to the creation of innovative and value-added solutions that cater to a broader range of customers. By leveraging each other's capabilities, companies can tap into new markets and establish a stronger market presence. 

The collaborative nature of strategic alliances fosters a spirit of mutual support and knowledge sharing, making it a strategic approach for those looking to drive growth and stay ahead in a dynamic business landscape.


6. Co-marketing

In a co-marketing programme, two or more companies join forces to create powerful marketing campaigns and initiatives. 

By combining their resources, expertise, and marketing efforts, these partners work together to promote each other's products or services. This opens up opportunities for partners to expand their reach and target new customer segments, while sharing the costs and benefits of marketing activities.


7. Integration partnerships

Here, a company establishes partnerships with other businesses or technology providers to seamlessly integrate their products or services.

The goal is to provide customers with a comprehensive solution that combines the strengths of different offerings into a unified and efficient system. This collaboration allows partners to leverage their complementary expertise and technologies, resulting in an enhanced value proposition for customers. 

By addressing customers' evolving needs through integration, partners can create seamless and holistic experiences that drive customer satisfaction and loyalty.


8. Solution provider programme

Solution provider programmes are designed for partners who offer complete solutions by combining multiple products or services.
These partners act as consultants or system integrators, leveraging their expertise to design, implement, and support complex solutions tailored to customers' specific needs. The programme provides partners with access to training, certifications, and support resources to ensure successful solution delivery.


9. Market development funds (MDF)

Market development funds provide financial support to partners for joint marketing activities. Companies allocate a portion of their marketing budget to fund various partner-led initiatives such as advertising, events, promotions, and lead-generation campaigns. 

This incentivises partners to actively promote the company's products or services, fueling sales growth in their target markets. By providing financial resources and support, companies empower partners to drive impactful marketing campaigns and expand market reach.


10. White-labeling

White-labeling allows partners to rebrand their products or services under their own brand name and sell them as their own. This collaborative arrangement benefits both the company, as it gains wider distribution through partners' established networks, and partners, who can enhance their offerings and provide a seamless and personalised customer experience.

Kick start channel partnership

Kick start your channel partnership today

Channel partnerships play a crucial role in driving sales, expanding market reach, and fostering strong relationships between companies and their partners. By establishing effective partnerships and leveraging the strengths of each party, companies can unlock new growth opportunities and enhance their competitiveness in the market. 

Through regular communication, incentives, feedback, and performance tracking, companies and their partners can continuously optimise their strategies and improve joint operations. This ongoing optimisation ensures that the partnership remains aligned with evolving market dynamics, customer needs, and business objectives. 

By leveraging insights from customer feedback, and market trends, both channel partners can refine their offerings and drive sustained success over the long term.


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