Top 5 Reasons Partner/Channel Programs Fail
1. Lack of focus, resources, and commitment
- Are you operating your partner/channel program by committee?
- Are your key stakeholders (e.g. C Suite, GM, sales, marketing, and engineering executives) working with partners without company and executive alignment?
- Are you fully committed and staffed for partner/channel GTM execution?
2. Lack of partner/channel strategy and plan
- Do you have a strategy that has executive commitment?
- Has the strategy been communicated and rolled out to your organization?
- Are you using a focused approach to recruit partners or spray and pray?
3. Incomplete channel ROI assessment
- Do you even have a partner/channel play?
- Have you collected the data and done the analysis to support a partner/channel GTM program?
4. Partners are not being prioritized according to fit with your partner/channel strategy
- Are you recruiting partners primarily based on the biggest/best brand?
- Have you developed a comprehensive partner taxonomy to support your strategy?
5. No test market of strategy and plan
- Before you devote too much time and resource, have you tested your plan with prospective partners?
- Are you taking your program to market prematurely?
All of these reasons result in disappointing channel performance, loss of incremental revenue and wasted time.
At BD Methods, we have developed proprietary methodology and tools to ensure successful partner/channel programs.
Keep an eye out for future blogs that discuss in more detail each of these points of failure.