Partnerships Unraveled is a weekly podcast in which we unravel the mysteries surrounding channel and partnerships and discuss how you can be successful. We focus on practical information about partner engagement & enablement that you can put into practice right after every episode.
008 - Distribution - The Dos and Don'ts to make distribution work for your scaling channel
Are you fully disti-enabled, looking to scale through distribution, or still on the fence?
In episode 8 of Partnerships Unraveled we look into the dos and don'ts to make distribution work for your channel.
We look at how distribution evolved from warehouses to SaaS and the roles each part of the channel plays. Bust 4 of the most common myths surrounding distribution. *Spoiler, you don't lose all control over your partners.
Not sure what kind of distributor will fit your channel program? We look into the different forms of disti as well as what's in store for the future.
007 - Why Partnerships fail - 4 common problems and how to fix them
We love to pretend everything is sunny in partnership land, but the reality is, sometimes things go wrong. Partnerships can sour, leaving business stagnated and end-users unhappy.
In episode 7 of Partnerships Unraveled we discuss why partnerships fail. We identify 4 common problems and how to fix them – or even better make sure they never occur in the first place!
Entering with the wrong intentionsSuccessful partnerships means doing your homework, identify your Ideal Partner Profile. Be clear what you're giving and set up success plans together.
The misalignment problemThe best way to keep your partnerships golden? Listen! Set mutual goals with short-term successes along the way. And make sure you share quality data so that you can track it all.
The Partner Engagement Gap1 in 4 partners will drop their vendor after just a few months if sales expectations aren't met. So go for those sales together. Make sure your partners are engaged and enabled from the get-go.
Trust issuesSo your partner cheated on you with another vendor? So what! It's a free market. Just make sure to keep those communication channels open – both ways.
006 - How to create a data-informed channel culture – 3 key questions
Where are you going?
How are you getting there?
By when will you get there?
These are the 3 key questions you need to ask when making data-informed decisions in channel.
In this week's episode of Partnerships Unraveled we discuss how to make those data-informed decisions.
How to shift your company into a data-informed mindsetThe biggest challenges in channel surrounding dataWhat types of metrics you should be measuring
005 - How to start a channel - 3 key focus areas for success
Over the past few episodes we focused on building and optimizing a channel from an enterprise perspective. This week we're looking at how to start a channel from scratch.
We'll discuss 3 key focus areas to help you on your way to a successful channel:
Define your Ideal Partner Profile (IPP)Would you date a random stranger, or are there some basic requirements your future partner must meet? Well, it's no different in channel. Start by defining your ideal end user, then match that to an IPP. Now you have a filter to search by.
How to structure your channel team geographically?Channel is THE best way to scale into new territories, but how do you know which countries to hit first? Should you immediately go all-in or test the waters? We're advocating to start small, because channel isn't a sprint, it's a marathon!
How to recruit your first partners? Once you've defined your IPP and where to start scaling your channel, it's time for the actual recruitment process. Great relationships are often born from introductions, so get yourself one! Once you've reeled em in, don't be afraid to give give give. Because an enabled partner is an engaged partner.
004 - Channel Marketing - 4 ways to improve partner marketing engagement
You want to generate demand through marketing with your partners.
But less than 15% actively participates in your campaigns.
In this episode of Partnerships Unraveled we identify the 4 key challenges that channel marketers face today – and discuss how to solve them
Resources: If you can prove impact and ROI through marketing then it should be a priority for both vendors and partners.
Language: We know that localized language content performs better so why are we still not all translating our campaigns?
Data: How do you know which content is performing well, are you getting insights into who your partners' end-users are?
Revenue: Revenue attribution is 100% broken in channel, what are you measuring to calculate your ROI and how could you improve?
003 - Channel & Tech partnerships - How channel and tech partnerships amplify each other
This week in the Partnerships Unraveled podcast, we're looking at the new kid on the block in partner land: Tech partnerships.
Many of these tech customers are coming from referrals, but what does that actually mean for the channel? Should you own your referral channels, and how do you go about that?
We recently talked about breaking the silos. But some segmentation within channel is unavoidable. But how do you keep segmentation while avoiding silos?
And what is the ultimate effect of tech partnerships, how will their network effect influence the channel?