Over the last couple of weeks we have spent time discussing and debating the importance of developing a strategy and sharing the playbook with your channel partners. In this same vein, it’s also imperative for your organization to focus its sights internally in order to evaluate the special dynamics of its culture. Is your company culture a differentiator for you in the market? If so, it could be one of your biggest assets when it comes to creating a loyal partner network and Champions of your brand.
Just as many companies fail to include their partners in their channel strategies, so do they also neglect to share their organization’s principles & values with their channel. Invite your channel partners’ executive management to a usually internal team building event or a remote brainstorming sessions. Make sure to spend time not just on X’s & O’s but philosophy and various viewpoints. ROE (Return on Experience) is often achieved when you host your top performing channel partners to a group incentive trip to a desirable destination.
While your competition can adjust their strategy, pricing, and partner programs to look like yours, what they cannot so easily emulate is the unique culture of your organization. If your company has a winning culture, it is critical for you promote it, export it, and include your channel partners in the process. All else being equal, the right company culture can often make the difference between a reseller of product and a true champion of your brand.
Please shoot me a note with ideas and questions. I always enjoy the channel community’s feedback and thoughts!
Move the Channel,
Travis