As you can tell from my last few posts, it is a busy time for 2015 channel strategy and planning. My clients often ask me, “what do our distribution partners expect from us in 2015?”.
Let’s talk about what your Channel will expect from you in 2015.
1.) Simplicity — Your Channel Partners don’t want a partner program that needs a map & key to navigate. They want a program that clearly states what is expected from them and what resources will be available to help them deliver solutions to the market. Design an engagement and reward portal that tracks their goals and gives them easy access to the handful of the most important components and tools available.
Here is great guide to make sure you aren’t over complicating things:
Enter your name and email address to download Move the Channel Guide and RIMES Chart
2.) Clear Expectations — Yes, Channel Partners need to know your expectations so they can build those expectations into their company goals for 2015. By integrating benefits like soft benefits into your channel incentive program you can deliver a personal touch that leads to deeper, stronger relationships with your partners.
3.) More Efficient Communication — Notice I did not say “MORE” communication. This year you should try to be more deliberate and concise with your message and how you deliver it. The channel has more “noise” than ever before, and how you communicate with your partners will help determine your success this year. This goes for both your communication to your channel partner and your marketing THROUGH the channel to the End Buyer.
4.) Be A Part Of Something Great — Your channel partners don’t want to be chess piece in your overall company strategy—they want to feel as important as the first chair in a world-class symphony. Share with them in a meeting what the goals will be for the entire channel ecosystem, and why their role is so critical to the channel’s overall success. There is a reason why Martin Luther King said “I have a Dream”, and not “I have a Plan”. This is where most organizations tend to fall short. The companies that are able to do this well tend to have the best and most loyal channels.
As always, send me an email or give me a ring with some of your ideas and questions. I couldn’t be more excited about moving the channel in 2015!
Move the Channel,
Travis