Channel Partner Relationships Matter More Than You Realize (Slides)

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Channel Partner

Relationships

Matter More Than

You Realize

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“What’s the

Real Value of

Channel Partner

Relationships

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as They Relate

to Small- and

Medium-sized

Businesses (SMBs)

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and Channel

Partner

Management?”

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Approached

Correctly,

Channel Partner

Relationships

Plant the Seeds

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For Building

an Incredibly

Loyal Group

of Evangelists

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Cost-Effectively

Reach Fragmented

Markets

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Even Though Small

Channel Partners,

Including

VARs and MSPs,

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Can Be Quite a

Fragmented Market

as Well, Creating

a Channel Partner

Program Can Be

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a Lot More

Cost-effective and

Faster Than

Building an Indirect

Sales Force

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Even Michael Dell,

Co-founder of Dell

Inc., While

Historically Very

Anti-channel,

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Has in Recent

Years Warmed Up

Greatly to the Idea

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of Investing in

its PartnerDirect

Channel Partner

Program

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Balance

Recruiting Clients

vs. Recruiting

Channel Partners

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Let’s Say That Out

of 1,000 Attendees,

About 10% Could

Potentially Meet

Your Criteria

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For Being Qualified

Leads

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And of Those

100 Potentially

Qualified Leads:

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a) 95 Leads are

Small Business

Decision Makers

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b) 5 Leads Come

From IT Channel

Partners

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Which of These

2 Approaches

is Most Likely

to Yield

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the Best

Potential Customer

Acquisition

Results?

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a) Pursuing 95

Small Business

Decision Makers

One-by-one?

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b) Or Putting Most

of Your Efforts Into

the 5 Technology

Providers?

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To Know Intuitively

Why This More

Highly-leveraged

Approach Works

Better For Most,

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Consider

the Following

4 Benefits:

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• Consolidated

Business

Development

Resources

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• Lower

Break-even Points

For Customer

Acquisition

Expenses

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• Nurturing a

Highly Loyal Team

of Evangelists

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• Potentially Huge

Growth With

Minimal Overhead

Via a Contingent

Sales Force

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How Invested is

Your Company in

Building Long-term

Channel Partner

Relationships?

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Please Share

Your Thoughts

in the Comments

Section Below

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