Having the right channel partner really does start with finding people who are suitable for the job, and then making sure that they understand the business requirements that you have. The best and easiest way for you to find the right channel partners would be for you to make sure that you have a defined idea of your ideal partner, and then to make sure that you are vetting every prospective partner you have through your own partner profile.
There really is no one-size-fits-all template when it comes to this and no two strategies will call for the same partner. Ultimately, you need to make sure that that you understand where they like to do business, who their target audience is, what they sell and even any business goals that they have. It also helps to know their company demographic information and even what they specialise in as well. When you are able to do this, it is then really easy for you to process what comes next.
If you have partners already then review the data that you have been able to gather. This will provide you with all of the insight you need. If you have data that is missing then try and work with that partner to collect any information and then make sure that they still fit in with your idea. A robust partner profile will help you to really understand who the people you are working with are, and it will also help you to identify any trends that surface along the way.
Your Partner’s Business
It may feel challenging to try and understand your partner’s business, but this is the key to making sure that both of you have the same idea. You don’t just want to profile and you don’t want to consider the details of their business either, because you need to know their timelines, the systems they use and even the goals that they have.
Strengths and Weaknesses
It’s true that not every partner is created equally. When you get to know your partner, you need to understand where they shine and where they suffer. One way for you to do this would be for you to try and understand their technical expertise. This can be a tricky area for you to try and navigate, because you and your partner may want to go with your gut instincts when it comes to your customer relations. When you are looking at the strengths that your partner has, consider them in a team and evaluate the customers they have. Think whether or not they align with your products and your services before you look at what they have to offer.
When you are able to do this, you can then know who they are, how they can help and you can even go on to nurture those relationships as well. This will open up new doors and it will also help you to ensure a much higher level of success.