A guest blog from Jeff Mattan
Jeff Mattan develops and implements Channel sales strategy and Channel programs. His main role is to help Partners, and those who support Partners, do their jobs better. Jeff has over 25-years experience in sales, marketing, business development and The Channel. He enjoys collaborating across all aspects of an organization from Partners, to Channel sales, to finance, legal, and sales operations, with a goal of helping formalize Partner Programs and moving Vendors and Partners to the cloud.
If you work for a company that sells through The Channel, you know the importance of Channel sales strategy and you’ve likely heard this phrase before. It was said by one of your executives on an analyst call, at your Partner conference, or in a sales kick-off:
“Our Channel Partners are an extension of our sales force.”
That’s old thinking. Things have changed.
Yes, Partners have the geographic reach you need. Yes, they learn about and sell your products and many describe themselves as a dealer of yours. However, looking at Partners as an extension of your sales force sells your partnership short. It puts a ceiling on your potential to be successful together.
To me, this is a fundamental disconnect between Vendors and Partners.
Why is this important? If one side of a partnership views the relationship differently, it won’t work. Worse, the partnership might not ever realize its potential and QBR after QBR will show the same thing—wasted opportunity.
To fix your Channel sales strategy, start by changing how you view your Channel Partners. For starters, embrace the fact that as a Vendor, you are actually an extension of their sales force, not the other way around.
It’s a mindset shift. Stop thinking of Partners as an extension of your sales force and start thinking of yourself as an extension of theirs. It’s not easy – you’ve got quota to hit and it takes time to talk to every Partner – but when you work to understand and improve their business, they notice. It’s how you stay top of mind and it’s why they’ll find ways to sell more of your solutions. Welcome to the new Channel sales strategy!
Looking for more information about Channel Sales Strategy? Check out these other guest blogs:
Jay McBain, CEO ChannelEyes: The Most Critical Day in Channel Sales: What you Need to Know
Carlos Blanco, Founder, Pigs on the Roof: A New Age for Channel Partner Recruitment
Lang Tibbils: Has The Channel Lost The Art of Storytelling?
Get practical tips for marketing ”To” and driving demand generation “Through” Channel Partners!
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