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Forget Channel Convergence, Because It’s Not Happening

Merge Road Sign

… do three things:

  1. Offer a partner program that allows partners to choose their preferred compensation model – residual commissions, reseller discounts and referral fees – and be easy to work with under any of the models.
  2. Reward partners for their commitment, investment and ability to achieve joint business goals aligned to each partner’s business model (for example, sales growth and share-of-wallet for agents and customer experience and retention rates for MSPs).
  3. Consider different distribution models aligned to the incentive models and encourage partner-to-partner relationships and provide a means for agents and MSPs to find each other and work out their own business arrangements for partnering.

This is a fantastic time to be in the channel. Big challenges create big opportunities. I look forward to next year’s Channel Partners Conference and Expo, where I’m sure we’ll still be discussing the pending convergence of agents and MSPs.

Rob Spee is founder and CEO of Channel Journeys Consulting and host of the Channel Journeys podcast. Rob applies his channel expertise to help clients create and execute channel strategies to accelerate revenue growth. His global channel experience spans from building channels at start-ups to vendors and distributors such as Arrow, BMC, Carbonite and SAS. Follow Rob @ChannelJourneys on Twitter and on LinkedIn.

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One comment

  1. Avatar Jacqui Rand April 26, 2019 @ 12:13 am

    Great piece Rob and well put with straight-forward advice at the end. This is something we come across all the time; suppliers with products/services that fit both models who therefore need multiple partner types with different skills and so the supplier needs to facilitate partner-to-partner interaction (preferably in their secure partner portal) and we know just how they can do that, with Channeliser.

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