The Worst thing you can do for your Channel Partners

mature-ecosystem-low-resYour Channel Distribution Partners have always been an important part of your business. Today we know more than ever we have understanding and insights into our distribution that enable to be a better partner. However, the more we understand the channel network, the more we realize how complex the channel ecosystem really is. It is easy to get lost and lose significance in such a complex ecosystem. However, we also know that with complexity comes great opportunity.

This points to a deeper question: Are you a positive influence on your channel ecosystem, causing it to thrive or are you passively watching the ecosystem fluctuate? If your channel marketing engagement and incentive programs look the same or similar as they did 5 or even 2 years ago, YOU are watching…. Not influencing.

I see it time and time again: A manufacturer feels like they have reached their initial channel marketing goals, and decides that they no longer want or need to push the envelope to get the most out of their channel. What begins as a goal-oriented strategy that’s based on growth and progress eventually seems to plateau into what is comfortable, familiar, and relatively risk-averse.

But make no mistake: I believe this is the WORST thing you can do for your channel partners, which is to say keep doing what you’re doing.

But we are recognized by CRN as having a five star program—why should we change?”


We have worked hard to offer our channel a partner portal, marketing resources, field resources, as well as some of the best benefits in the industry—why should we rock the boat?

An effective channel marketing program should be a journey, not a destination. The moment you decide that your program has “made it” is the moment it starts to become stale.

Are you bringing new talent into your channel organization that includes fresh ideas and a unique perspective?  Are you working with new (or at least new to you) leading vendors who bring upgraded best practices and ways to engage the channel?

As always, send me a note with ideas or to discuss further.

Move the Channel,



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