What Do Channel Partners Really Want?


Over the past few weeks I’ve been speaking with many reseller partners, of all types and sizes, worldwide. While I wasn’t specifically interviewing them about what they want from their vendor partners, I ended up having some great conversations about just that.

So, what do resellers want from their vendors, i.e. OEM or software partners?

What struck me was the fact that what resellers want isn’t as obvious as you might think. Resellers have distinct preferences when it comes to marketing, sales, and operations.

Let’s start with what resellers want from vendor partners when it comes to marketing.

In general, resellers struggle with vendor supplied marketing campaigns, specifically the timing of the campaigns and vendor events. From the reseller’s point of view, they are allocating resources to running and following up on vendor campaigns. However, far too many vendors run campaigns that are not aligned to the end customer buying cycles but rather, they’re aligned to their own quarterly calendars. That’s because vendors are not typically considering the nuances of specific vertical markets.  As an example, when a vendor runs a marketing campaign targeting education in June, they are completely missing the mark. Resellers know that all education business closes at the end of June, which means the reseller is focused on capturing budget at that time, not creating new opportunities. Marketing campaigns to drive top of funnel should be taking place in September, when education is building budgets.

In addition to timing campaigns correctly, leads generated through the campaigns need to be exclusive to the participating reseller.  Sharing leads between a group of resellers results in end user prospects being overwhelmed by multiple resellers attempting to get their business. And speaking of leads, vendors need to stop considering contact lists and/or attendee lists as leads. Resellers want sales ready leads, that is, leads that have been qualified with a buying intention within 12 months.  A sales ready lead provides infrastructure data not publically available, multiple contacts, and a basic understanding of the technology opportunity─what is the company trying to do and when.  Interestingly, it seems distributors are doing better at providing sales ready leads in general than vendors themselves.

Finally, vendors must remember that in the majority of two tier resellers, marketing resources are limited. Many times at tradeshows or in calling campaigns the reseller and their capabilities or qualities are not highlighted.  This disconnect unties the end user from the reseller while still keeping the lead warm for the vendor and other partners. But an integrated campaign, that highlights why the best choice for the end user is to work with the reseller and the vendor together for the offer, keeps the reseller relevant in both the mind of the end user and also with the vendor.  Marketing relevance.

Next up Sales Relevance.

Related Posts

51 Responses to "What Do Channel Partners Really Want?"

  1. The B6 sounds like a great idea and I will have to look into that. as far as prveention, correction of mechanical spinal faults is one of the best. Obviously, a healthy lifestyle including good diet, proper sleep and minimizing of stress will help as well.I have found two things which work well when I still do get a migraine. Either exercise or a good chiropractic adjustment. All the best,Dr. David Schwartz

  2. Real brain power on display. Thanks for that answer!

  3. Many many quality points there.

  4. I don’t even know what to say, this made things so much easier!

  5. I feel so much happier now I understand all this. Thanks!

  6. Free knowledge like this doesn’t just help, it promote democracy. Thank you.

  7. Damn, I wish I could think of something smart like that!

  8. Woot, I will certainly put this to good use!

  9. Extremely helpful article, please write more.

  10. Woot, I will certainly put this to good use!

  11. The honesty of your posting is there for all to see

  12. Thanks for sharing. What a pleasure to read!

  13. I found just what I was needed, and it was entertaining!

  14. You Sir/Madam are the enemy of confusion everywhere!

  15. I never thought I would find such an everyday topic so enthralling!

  16. A bit surprised it seems to simple and yet useful.

  17. Kick the tires and light the fires, problem officially solved!

  18. There’s a secret about your post. ICTYBTIHTKY

  19. Furrealz? That’s marvelously good to know.

  20. Ah, i see. Well that’s not too tricky at all!”

  21. That’s an intelligent answer to a difficult question xxx

  22. The purchases I make are entirely based on these articles.

  23. This article is a home run, pure and simple!

  24. That’s 2 clever by half and 2×2 clever 4 me. Thanks!

  25. Your’s is the intelligent approach to this issue.

  26. Walking in the presence of giants here. Cool thinking all around!

  27. Ah yes, nicely put, everyone.

  28. Brilliance for free; your parents must be a sweetheart and a certified genius.

  29. That’s an expert answer to an interesting question

  30. I guess finding useful, reliable information on the internet isn’t hopeless after all.

  31. I think you’ve just captured the answer perfectly

  32. Superbly illuminating data here, thanks!

  33. Alakazaam-information found, problem solved, thanks!

  34. I’m impressed by your writing. Are you a professional or just very knowledgeable?

  35. You’ve got it in one. Couldn’t have put it better.

  36. My problem was a wall until I read this, then I smashed it.

  37. Is that really all there is to it because that’d be flabbergasting.

  38. Pin my tail and call me a donkey, that really helped.

  39. Your answer lifts the intelligence of the debate.

  40. Articles like this make life so much simpler.

  41. You’ve really impressed me with that answer!

  42. I am totally wowed and prepared to take the next step now.

  43. Good to see real expertise on display. Your contribution is most welcome.

  44. Thanks for spending time on the computer (writing) so others don’t have to.

  45. Good to find an expert who knows what he’s talking about!

  46. I guess finding useful, reliable information on the internet isn’t hopeless after all.

  47. Well I guess I don’t have to spend the weekend figuring this one out!

  48. You got to push it-this essential info that is!

  49. Call me wind because I am absolutely blown away.

  50. So excited I found this article as it made things much quicker!

Leave a reply