By Dede Haas
Vendors: Ever wonder what your channel partners are thinking? About you? About your channel program?
Partners: Ever wonder if your peers feel the same way about some vendors?
If the answer is “yes,” then maybe you should open up some lines of communication.
The fact is, the 2112 Group sees a “low birth rate” in the channel, with CEO and chief analyst Larry Walsh writing that “increasing complexity of new technologies and delivery models is creating a higher barrier to entry, resulting in fewer companies starting up in the channel. The problem, as we’ve noted several times, is that fewer start-ups means fewer innovative partners to refresh the channel.”
Meanwhile, a steady stream of M&A activity means constant shake-ups, while the long tail of small partners can spread vendor enablement resources thin, especially where there’s little automation.
On the vendor side, start-ups are coming fast and furious, with many of them embracing a channel sales model.
Some trend stats from Jay McBain, CEO of ChannelEyes:
So yeah, you will need all the selling help you can get from a channel that wants to work with you. That means, at the very least, not doing these 10 things that drive them crazy.
Dede Haas, CA-AM, channel sales strategist and practitioner for DLH Services, creates innovative and successful channel sales solutions for the vendor and the partner.