In contrast to strategic partners, #channelpartners are not typically market makers. They are market takers 🎁 .
They are too busy with their own business and not in a position to figure out a go-to-market strategy for you.
But if you show them:
✔️ how your product will help them to achieve their goals
✔️ clear revenue potential and alignment with their existing sales process
✔️ your commitment to help them succeed
Channel partners can help you scale your business to the next level.
In SaaS, they contribute 23% of revenue.
To build a scalable channel program, you need to have
🔹 Repeatable sales playbook
🔹 Clear idea on who your partners are (ideal partner profile)
🔹 Why adding your product/solution will help them mid/long term.
💎 To make a strong case, think of potential synergies beyond from immediate financial benefits.
Scaling #partnerships takes time - from educating the sales force of your partner, to getting first traction, to scaling.
Help them to kick start the process by bringing a few first leads and launching a co-marketing campaign.
⌛️ If these partnerships do not sound too easy, well, because they are not.
Launching a channel program requires a lot of strategic and operational work in trenches. But it usually pays off long term.
💡 Prior to making a commitment, companies typically test various partnership MVPs. Check our our fireside chats on testing/launching partnerships - links in comments.