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3 Key Points to Planning a Partner Engagement Program

Mike Moore, Averetek

Your executives have set your annual targets and communicated key initiatives to your internal sales team and to your partner channel. Now, it’s time to make things happen.

But what if things aren’t happening on their own?

While your channel partners may be on board with your initiatives, they may not know how to drive results for these initiatives.

If you find yourself in this situation, you have an opportunity to create a program to engage your partners in a targeted way to drive the results your company is seeking.

To get started, consider these three important points:

What Results Are You Trying to Achieve?

To help your company achieve the necessary results, determine what you need your partners to contribute.

  • Are your partners responsible for all of the results or some of the results? For example, if your company’s goal is to add 500 new customers this year, how many customers do you expect your channel partners to add?
  • And if you need 500 new customers, what target do you want to set above the actual goal to manage the risk? Aiming higher than the actual target will better equip you to reach the mark.

What Is the Best Way to Achieve These Results?

After setting your targets, consider the actions your channel partners could take that are most likely to produce results.

  • What tactics will succeed? A customer offer, like a free assessment, promoted through emails that direct people to a landing page to request the offer? A call blitz? Webcasts?
  • Or is a more comprehensive approach needed that combines a variety of tactics?

Who Can Help You Get Things Done?

Once you've set your targets and identified the tactics that are most likely to help you reach your goals, identify which partners are best suited to join your cause.

  • Is this program likely to be more successful if it’s broad and open to many partners, or focused and open to a targeted few?
  • What’s in it for the partners? How will supporting your cause help their company? Without a strong value proposition, your partners are unlikely to support you.
  • What incentives might be required to garner partner interest? If the output of the activity alone isn’t enough (like new customers) or if the benefits to the partner are too distant because of a long sales cycle, consider what short-term incentives might help get things rolling.

The next step is to put your engagement program together with all of the materials, resources, and incentives that are needed to get things rolling. From there, a regular communication rhythm will help engage your chosen partners and ensure you’re hearing from them through the process.

Need help designing an engagement program or simply need help running one? Let us know. It’s one of many services we offer.

 

Channel Partners, Channel Engagement

Mike Moore, Averetek

Posted By: Mike Moore, Averetek

Mike Moore serves as Averetek's Chief Sales and Marketing Officer. Mike has spent twenty-four years in the IT channel as a channel partner and as a channel and field marketer for software companies like Microsoft, GE Healthcare, and Progress Software.

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