Why Partner and Channel Programs Fail: A Continuing Series Reason #2: Lack of partner/channel strategy and plan

Many organizations fall short because they lack a clear, committed channel strategy. If you don’t have a solid partner or channel plan, you could be setting yourself up for frustration, wasted resources, and missed opportunities. Here's why it matters — and what you need to ask yourself.

1. Do You Have a Strategy That Has Executive Commitment?

Your leadership team must be fully aligned and invested in the partner strategy — not just in words, but in action. Without clear, top-down commitment, obtaining resources and maintaining a high priority will be a struggle.

Key takeaway: Ensure your partner strategy is endorsed at the highest levels, with clear goals, KPIs, and investment plans.

2. Has the Strategy Been Communicated and Rolled Out to Your Organization?

Your entire organization — from sales and marketing to product engineering and support — needs to understand the role of partners in your go-to-market efforts.

A well-communicated strategy means that everyone knows:

• Why partners are important

• How success will be measured

• What each team's role is in supporting the partner ecosystem

Key takeaway: Strategy must be socialized across the organization to ensure alignment, enthusiasm, and execution.

3. Are You Using a Focused Approach to Recruit Partners — or “Spray and Pray”?

A common partner recruitment mistake is casting a wide net without a clear profile of the ideal partner.. This “spray and pray” approach leads to diluted efforts, poor partner engagement, and low returns.

Instead, a focused, strategic approach identifies and targets the partners who are the best fit — those whose offerings, culture, and goals align with yours.

Key takeaway: Define your ideal partner profile and pursue a targeted recruitment strategy, rather than chasing everyone and hoping for the best. Hope is not a strategy!

Final Thoughts

A strong channel program doesn’t happen by accident. It requires a clear strategy, real executive commitment, broad organizational support, and disciplined partner recruitment. If you don't have those elements in place, now is the time to step back, reassess, and build the foundation for success.