What is a Partner Channel?

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A partner channel sales strategy involves leveraging a network of third-party partners to extend your sales reach and market penetration. These partners, which can include resellers, distributors, affiliates, or value-added resellers, sell your products or services on your behalf. This indirect sales approach complements traditional direct sales efforts, allowing you to tap into new markets, increase sales volume, and optimise your sales resources.

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Why Prioritise Partner Channel in 2025?

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Partner sales can significantly accelerate the lead sales cycle due to various factors. Partners often possess established relationships with potential customers, which speeds up the process as the trust is already there. They frequently introduce qualified leads who are further along in the buying journey, leading to faster deal closures. Additionally, partners can provide access to valuable resources like sales teams, marketing materials, and customer databases, streamlining the sales process. Their deep understanding of local markets helps vendors navigate cultural and regulatory complexities, while expanding market reach through new channels and customer segments. Although specific statistics may vary, the combined impact of these factors suggests that partner sales can generate a steady stream of revenue.

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Whether you're aiming to expand your global footprint or target a specific demographic, strategic partnerships can be your way in. Retail businesses, in particular, often leverage channel sales to broaden their brand's reach. With a significant portion of shoppers preferring a hybrid shopping experience, partnering with online marketplaces can help brick-and-mortar stores tap into a wider customer base and diversify their revenue streams. This is especially crucial in the post-pandemic era, where many businesses had to adapt to the new normal. In the software industry, direct sales are not always the most effective approach. A substantial number of medium-sized businesses prefer purchasing through resellers or managed service providers. By partnering with these intermediaries, software vendors can significantly streamline the buying journey.

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10 Steps to Build a Partner Channel

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1. Get Your Product-Market Fit Right

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We don’t want to break it to you, but if your product (or service) is average and you’re struggling to sell directly to customers, there are high chances that the partner channel won’t bring you the desired results. If you can, get your product market fit right - are you lacking integrations that are sought after? Are there some key features your prospects always ask about, while your competitors offer those (& more) already available? In this instance, the partner channel won’t be able to bring you a quick fix. Make sure to sort out these critical issues first, before you bring in a third party. 

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Secondly, make appropriate adjustments to your ICP (Ideal Customer Personas), get your marketing materials, GTM strategy, product positioning and value proposition right. If possible, be ready to provide an overview of your product differentiation among the main competitors. All of these should be top notch before you even think of approaching partners. It’s almost like bringing your in-laws to a dinner party, you want to have everything perfected before they arrive. Why? Because first impressions matter.

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Lastly, we often see start-ups struggling with the first sales coming through and with limited resources they decide that partner channel will pave the way to success.That often or not comes with a disappointment. To sum up, partners are busy. If they are in, they want to bring in sales as quickly and easy as possible. They want a smooth onboarding and enablement. Make sure you do the ground work first, so that they feel supported and ready to jump right into it!

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2. Quantity vs Quality

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Working in B2B SaaS, I’ve seen signing partners becoming more like a race, than a well-thought and planned approach. This led to partner and sales teams being swamped in constant new partner onboarding processes, contract negotiations, enablement, and training. The focus was on quantity and the mindset was around getting as many partners on the books as possible, so we can get sales. 

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That’s a big no, no. Is your partner or sales team ready to collaborate with partners and give something back (leads)? If not, start small. Focus on the key partners first. Get the engagement going, set some processes in place and observe. Observe with caution, learn from mistakes and reiterate when necessary. Repeat. Once you get to 5-10 partners, who feel supported and engaged in your business you should start seeing some solid results. 

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Here’s my formula to success:

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Define Your Ideal Partner

Clearly articulate the qualities and capabilities you seek in a partner. Consider factors like company size, industry expertise, geographic reach, and cultural alignment.

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Example: Let's say you're a cybersecurity startup offering advanced threat detection solutions. Your ideal partner could be a managed service provider (MSP) with a strong presence in the healthcare industry. You're looking for a partner who can:

• Offer managed security services to their clients
• Have a proven track record of successful partnerships
• Be willing to co-market your solutions

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Conduct Thorough Research: Invest time in researching potential partners. Analyze their market presence, customer base, and reputation. Identify companies that share your vision and can complement your strengths.

Example: To find suitable MSPs in the healthcare industry, you could:

• Use online tools like LinkedIn Sales Navigator to identify potential partners
• Research industry publications and news articles to find relevant companies
• Attend industry conferences and trade shows to network with potential partners

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Leverage Your Existing Network: Tap into your professional network to gather insights and recommendations. Attend industry events, join online communities, and connect with potential partners through social media.

‍Example: You could:

• Reach out to your current customers and ask for referrals
• Connect with former colleagues and business acquaintances
• Join industry associations and participate in online forums to build relationships with potential partners

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3. Plan your GTM Strategy and Secure Internal Buy-in

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Developing a successful channel partner program requires careful planning and alignment across various teams. It's crucial to ensure that all stakeholders, from sales and marketing to finance and product, are aligned on the program's goals and execution. Consider the potential impact of your strategies on different partner segments. For example, launching a partnership with one company may affect existing reseller relationships. It's essential to assess how such decisions may impact your brand perception, pricing models, and the ability of other partners to sell effectively. While quick wins may be tempting, it's important to prioritise long-term value. 

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A non-siloed channel program structure, though more complex, can yield significant benefits. Involving all internal stakeholders early in the process and getting an internal buy-in is extremely important. I have seen great products being launched with a partner channel as a core strategy and failing at the start. Why? Because the management was not on board with the idea. They preferred running things directly (because “It always has been this way”). Don’t make the same mistake and involve all parties early, promote your idea of having a Successful Partner Channel, showcasing the vision and your target of reaching some solid revenue goals. This will bring you more support internally from different departments, which will be crucial when bringing in partners. Things like getting a budget approved for your channel to support tech, partner events, campaigns, and so on will be crucial. This article gives the top 3 tips on securing internal buy-in. Involving all relevant stakeholders early in the process, ensures that your go-to-market strategy is well-aligned with your overall business objectives.

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4. Build a Scalable Foundation with Automation and Technology

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As your partner program grows, manual processes and ad-hoc communication become increasingly inefficient. To scale effectively, you need to implement robust automation and technology solutions. Imagine a scenario where you have thousands of partners, each with unique agreements and requirements. Without a centralised system to manage these relationships, it's easy to lose track of important details, leading to compliance risks and missed opportunities. A CRM won’t cut it, it’s just not built to help you scale (see the CRM vs PRM comparison here).

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By automating partner onboarding, contract management, and performance tracking, you can significantly reduce administrative overhead and accelerate the time-to-market for new partners. A well-designed partner portal (or a Resource Hub) can empower partners with self-service capabilities, providing them with the information and tools they need to be successful. Investing in a robust partner relationship management (PRM) platform can further enhance your program's scalability. A PRM can streamline communication, track partner performance, and provide valuable insights to optimize your strategy.

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5. Empower Partners with Marketing Support

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To drive success, it's crucial to make it easy for your partners to promote your products. Your PRM tool should be a one-stop-shop for all the marketing assets they need, from sales collateral to marketing templates. Partner Collaboration Cards can be a powerful tool to streamline marketing efforts. By providing your partners with pre-approved marketing assets, such as social media posts, email templates, and blog articles, you can save them time and effort. These cards can be easily customised with their branding and messaging, ensuring consistency across all marketing channels.

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Collaborating closely with your marketing team is essential to ensure that your partners have the resources and support they need. By working together, you can develop joint marketing campaigns, create high-quality content, and track the impact of your partner marketing efforts. Empowering your partners with the right tools and resources, drives demand, increase sales, and helps in building stronger, more profitable partnerships.

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6. Build an Automated Partner Channel

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Scaling a channel partner program requires efficiency and automation. By automating time-consuming manual tasks, you can significantly reduce operational costs and improve productivity. 

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Leverage Automation and Journeybee

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To deliver a seamless partner experience and maximise ROI, consider implementing a comprehensive partner automation solution like Journeybee. This all-in-solution can streamline various aspects of your partner program, including:

• Partner Onboarding: Automate the onboarding process to accelerate time-to-market for new partners.
• Partner Training: Deliver engaging training modules and track partner certifications.
• Deal Registration: Simplify the deal registration process and reduce administrative overhead.
• Marketing Asset Management: Provide partners with easy access to marketing materials.
• Performance Tracking: Monitor partner performance and identify top performers.
• Co-Selling and Co-Marketing: Facilitate collaboration between sales and marketing teams.

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7. Empower Partners with Data-Driven Insights

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Regular performance reviews are essential to foster strong partner relationships. By setting clear expectations and providing actionable insights, you can help your partners achieve their goals and maximise their potential.

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Use Data to Optimise Performance

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To ensure accountability and transparency, utilise data-driven insights to track partner performance. This includes:

• Key Performance Indicators (KPIs): Establish clear KPIs to measure partner success, such as sales revenue, deal registration, and marketing activities.
• Partner Analytics: Provide partners with access to real-time analytics to help them identify trends, optimize their strategies, and improve their performance.
• Regular Reviews: Conduct regular reviews to discuss performance, address challenges, and celebrate successes.

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8. Create Attractive Incentive Programs

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A well-structured incentive program can significantly boost partner engagement and drive sales. To ensure maximum effectiveness, consider the following strategies:

Tiered Incentive Programs:

• Bronze Tier: Offer basic benefits, such as access to marketing materials and training resources.
• Silver Tier: Provide additional incentives, such as increased commission rates and exclusive product offers.
• Gold Tier: Reward top-performing partners with significant incentives, such as all-expense-paid trips, exclusive events, and personalized support.

Performance-Based Incentives:

• Sales Targets: Reward partners for achieving specific sales quotas or revenue targets.
• Product Adoption: Incentivise partners to sell a particular product or service.
• Customer Satisfaction: Recognise partners who deliver exceptional customer experiences.

Non-Transactional Incentives:

• Co-Marketing Funds: Provide funding for joint marketing initiatives, such as webinars, case studies, and social media campaigns.
• Technical Training: Offer advanced training and certifications to enhance partner capabilities.
• Dedicated Support: Provide personalised support and account management for top-performing partners.

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9. Keep in Contact, Frequently

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Like with anyone, the more frequently you communicate, the better the relationship is (well, not always, but you know what I mean!). The same goes with your Partner Channel. Keep the communication going because it shows two most important factors: 1) that you care and 2) that you prioritise these relationships. This creates trust over time as more often that not, people do business with people they like.

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Leverage a variety of communication channels (Slack, Teams, or Google Chat) to reach your partners efficiently. Make sure you communication apps are seamlessly integrated with your PRM tool. Email remains a reliable channel for formal communications and newsletters. Partner portals offer a centralised hub for accessing essential information, marketing materials, and training resources. For real-time discussions and quick updates, utilise instant in-built PRM messaging tools or collaboration cards.

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Personalise your communication to resonate with each partner's unique needs and preferences. Tailor your messaging to address their specific challenges and opportunities. Regular check-ins, whether through scheduled meetings or informal chats, can help strengthen relationships. By prioritizing communication and collaboration, you make sure that your teams are on a good path to bring in more business.

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10. Start with Partner Experience (PX) 

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Great partner experience is the cornerstone of a thriving partner channel. By focusing on your partners' needs and providing exceptional support, you make their life easier. As a result, you’ll see they will be more keen to do business with your company. These are just a few of the examples of how to make your partners’ lives easier:

• Create a centralised platform, such as Journeybee, to serve as a one-stop-shop for all partner needs. This includes access to marketing materials, sales tools, training resources, and real-time performance analytics.
• Automate routine tasks like partner onboarding, deal registration, and contract management to reduce administrative burdens and accelerate time-to-market.
• Offer tailored support to each partner, addressing their specific needs and challenges. This could involve dedicated account managers, personalized training programs, or exclusive incentives.

By putting your partners’ at the heart of your ecosystem, you can avoid common pitfalls such as delayed onboarding, inconsistent communication, and inefficient processes. A well-executed partner experience can lead to increased partner satisfaction. Just like a successful marriage, happy partners bring better results. Make the everyday count towards your end of the year goals.

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Key Takeaway

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By following these 10 steps and prioritising partner experience, you can build a thriving ecosystem that drives revenue and accelerates growth. Ensure your product is ready for market and addresses a real need. Focus on quality over quantity when selecting partners, prioritising those that align with your business goals. Leverage automation tools like Journeybee to streamline operations Maintain open and frequent communication with your partners to build trust and foster collaboration. Implement a robust incentive program to reward and recognise top-performing partners. By investing in your partner channel and adopting these best practices, you can keep scaling your partner program with success.

Ready to take your partnerships to next level? Contact Journeybee to learn how our innovative solutions can help you streamline operations and drive revenue growth.

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