More and more channel programs are incorporating technology and service "Specializations" into their Channel Programs.  The Specializations enforce specific training and requirements but also promise partners stronger benefits.

Symantec, with an already strong Channel Program, recently announced that Specializations will become the cornerstone of that program.  Symantec has put in place security and storage product Specializations as well as an overarching SMB segment Specialization.  Symantec is giving their partners plenty of time to prepare for the change, launching the program fully in December of 2010.  More information on Symantec's new specializations can be found on their site or press release.

Benefits for Symantec's and other manufacturer's partners who reach this level include; opportunity registration, complex solution selling, marketing support, training, and partner finder listings.  In looking at other manufacturers who have made the switch, I think Symantec has done a very decent job of keeping their partners needs and capabilities in mind.

While more and more manufacturers are instituting Specializations, how is that changing the way partners sell products?  It's not unusual for a solution provider to sell anywhere from 3-20 different products and services.  Are they expected to reach Specialization status in every channel program?  If a channel partner does not have a Specialization status, and therefore doesn't have access to all of the benefits, would they still sell that product?

After talking to several channel partners about these Specializations it seems they will obtain status for certain products and will either go without the extra benefits or partner with solution providers who have the specialization they do not.  As I wrote in my Partner to Partner post many solution providers are teaming up to grow their business without straining personnel and financial resources.  Symantec has done a great job here, connecting solution providers with each other to complete a sale.

While I understand the strategy around instituting specializations and the benefits to the end-customer, it's very important that manufacturers continue to provide support for those partners in the Long Tail.  While manufacturers are catering to the partners with specializations selling more complex solutions with marketing and training support, are the partners who engage in smaller more consistent sales feeling the love?

What do you think?  How many specializations can you handle without having to put your business card on a 4X6 index card or take a year off to gain all the certifications you'll need?