For A Better Channel - avoid shortcuts and build a solid foundation for growth – get back to the basics. It’s as easy as A-B-C…
The “basics” I’m referring to are not compiled on a neatly defined list of do’s and don’ts, there’s already plenty of those around. And, not to diminish their value, they can be quite helpful to the aspiring channel newbie while they gobble up every blog and forum comment they can find on the subject as they prepare for the challenges to come in their new role of an SE turned Channel Manager. or Software Developer soon-to-be CEO of their new company.
The basics I’m talking about are the Who, What, Where, Why, When and How’s of your yet-to-be reseller channel. Ultimately your go to market strategy will, or should, come from a candid self appraisal of your product(s) allure to resellers and how the benefits of that knowledge complement your company growth vision.
These should be fundamental steps before embarking on a new channel initiative – these ARE the basics. Sadly, a surprising number of today’s business leaders sidestep this important introspective exercise to rush forward without a realistic understating of the costs, resources and time it takes to build a successful reseller program. Most importantly, they haven’t learned to “think like a reseller”, therefore unable to relate to their new partner prospects in meaningful (to them) ways. Continue reading