One of the most underrated and overlooked groups found on the fringes of the Partner Ecosystem is that segment collectively recognized as “referral” partners. Agents, affiliates, consultants/developers and those who deliver complementary products or services in your industry are all good examples.
To clarify, they usually do not have a reseller relationship and their rewards for participation come from commissions or fees paid on closed sales. They enjoy greater recognition through affiliation, access to SDK and/or NFR and now.. open participation in a lead rich community.
Today I plan to show you why these nuggets of pure gold should play a greater role in your diversified partner portfolio and share some tips with you on best ways to find and manage them. I should also point out that while this methodology works in hardware centric channels; because of the expertise and services laden opportunities, it’s far more effective in the software and services industry.
How they add value to your channel:
- Trusted advisory position – Often asked to evaluate options and recommend products to their customers. Decision makers.
- Low demand on sales and marketing resources – Independent lead generators and easier to manage. Continue reading
