How do solution providers wade through the numerous channel programs they are a part of? While at a channel event I met with upwards of 30 solution providers that sold for the same set of vendors. When asked about things like incentives, tiers, communications, and training I did not get a single consistent answer.
My first inclination is that with so many different vendors it is hard for the solution providers to keep the programs straight but I realized that many of these solution providers only sell 3 or 4 solutions. The programs have so many different elements with so many changes per year, per quarter, per month, at any given time channel partners have no idea where they stand.
What would help you as a solution provider? Vendors, what are you doing to help already?
{ 2 comments… read them below or add one }
I can understand how a VAR can get overwhelmed with program changes with just one vendor – such as EMC. Add another three or four vendors (like Cisco, Microsoft, and HP) and … good luck keeping up with all of that. I think one of the important factors is offering proper support for partners at all stages of growth. This includes local support with experienced people who can continually offer advice and direction to the partner based on their unique brand and solutions. EMC’s goal for each of its partners is self-reliance but I feel the senior leadership never underestimates the value of “face-time” to the partner base. I think manufacturers who try to develop relationships remotely or skimp on local support will not see the consistent growth and strong relationships they need to build an effective channel.
John,
Thanks so much for the comment, great points. Every partner wants to be dealt with differently so if you don’t have local and remote support you’re missing someone.