[et_pb_section fb_built=”1″ _builder_version=”4.16″ _module_preset=”default” background_color=”RGBA(0,0,0,0)” custom_padding=”0vw||0vw||true|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row _builder_version=”4.16″ _module_preset=”default” width=”100%” max_width=”100%” custom_margin=”0px||||false|false” custom_padding=”0px||||false|false” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.17.6″ _module_preset=”d3e381e8-f88d-432e-9c25-114c56b404db” custom_margin=”0px||15px||false|false” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\n
C<\/span>ustomers <\/span>today<\/span> expect more personalized<\/span> experiences that are highly relevant to their needs. <\/span>It\u2019s<\/span> no surprise then, that B2B marketers are seeing the channel as the golden path to market in 2022<\/span> \u2013 t<\/span>o sell their products, companies will have to work with partners who can cater to consumers\u2019 hyperlocal needs.\u00a0<\/span><\/p>\n In 2019, <\/span>most companies<\/span> had 75% of their<\/span> revenues <\/span><\/span>came through indirect sales<\/span><\/span><\/a>. Th<\/span>is share has only been increasing<\/span>.\u00a0<\/span><\/span>\u00a0<\/span><\/span><\/p>\n As a channel leader, you probably have goals for how much you want to scale in the coming months \u2013 you may even have stretch goals! \u2013 and if your growth targets are large enough, achieving them may seem like a huge challenge.\u00a0<\/span>\u00a0<\/span><\/p>\n But if you can get your channel ecosystem scale ready, it can be a powerful revenue-generating machine for your company.\u00a0<\/span>\u00a0<\/span><\/p>\n The good news is that you can leverage your partner ecosystem. So, how can you ensure your channel is ready to take advantage of the momentum from your partners?<\/span><\/p>\n Here are five key things you need to focus on if you want to scale your channel.<\/span><\/span>\u00a0<\/span><\/span><\/p>\n 1. Set a <\/span>foundation <\/span>that prepares your channel for growth<\/span><\/strong><\/p>\n When the business is small, it\u2019s easy to get away with no documentation. Everyone can just talk to each other and get the information they need to go off and sell. But at a certain point, a company needs infrastructure and standard operating procedures in order to grow quickly and smoothly.\u00a0<\/span>\u00a0<\/span><\/p>\n Imagine if you had 3,000 partners and only a thousand of them had contracts. What would happen if the person who brought on the contract-less partners left the company? Would the person taking over know that these partners exist? Are those contract-less partners free to do whatever they wanted with your products?\u00a0<\/span>\u00a0<\/span><\/p>\n The lack of structure makes it additionally difficult to manage partners. And if you don\u2019t have standard processes in place, handling each new issue that arises becomes extremely inefficient because the people affected wouldn\u2019t know what\u2019s expected of them, or who to seek help from. This can affect your compliance and audit processes at a later stage too.\u00a0<\/span>\u00a0<\/span><\/p>\n This is why it\u2019s so important to have documentation. Setting up a process is one thing, putting it down in writing and ensuring your team has access to it is another. It sounds simple \u2013 so simple, that this step is often forgotten \u2013 but can be difficult to enforce.<\/span>\u00a0<\/span><\/p>\n Starting with a strong foundation makes it easier for you to progress and make further plans for the channel.\u00a0<\/span><\/p>\n 2. Automate through-channel marketing<\/span><\/span><\/strong><\/p>\n You may be handling one product or just a few but not your partners. They likely have hundreds of other products to sell \u2013 with limited time to do it. If you want them to sell your product, you have to make it simple and easy.\u00a0<\/span>\u00a0<\/span><\/p>\n According to Forrester, the next stage in marketing is through-channel marketing automation (TCMA). However, only 50% of tech brands have implemented traditional, organic TCMA and most of them are not fully satisfied with the results.<\/span>\u00a0<\/span><\/p>\n This isn\u2019t because there\u2019s a problem with TCMA; it\u2019s because the messaging, as well as the processes for developing and distributing this message aren\u2019t simple enough.<\/span><\/p>\n Read more: <\/span><\/i>Top 2 Reasons You Aren\u2019t Reaping the Growth from TCMA \u2013 Here\u2019s How to Get It Right<\/span><\/i><\/a>\u00a0<\/span><\/p>\n Rather than bogging your partners with having to interpret complex product messaging, you can use paid TCMA to create search and advertising campaigns that run for partners automatically. With centralized control, all paid through-channel marketing automation runs with a consistent brand and your partners benefit from hands-free advertising. <\/span>\u00a0<\/span><\/p>\n 3. Plan your routes to market<\/span><\/span><\/strong><\/p>\n This can be difficult to do, especially because there are different team members who may oversee different parts of the reselling process. It\u2019s vital that you get everyone on the same page internally.<\/span>\u00a0<\/span><\/p>\n For example, you may want to OEM one of your products for another company \u2013 but as a channel leader, you\u2019ve also got to think about how this might affect your other partners.\u00a0<\/span>\u00a0<\/span><\/p>\n How will doing things this way affect your brand? Will this change the pricing model? Will it make it harder for other partners to sell to their customers? You need to ensure that by signing one deal, you\u2019re not potentially undercutting another partner.\u00a0<\/span>\u00a0<\/span><\/p>\n There\u2019s a lot to think about and often, what may seem like the fastest route to revenue may not necessarily be the best option in the long run.\u00a0<\/span>\u00a0<\/span><\/p>\n Although routes to market can evolve \u2013 you don\u2019t have to make every decision immediately and can go back to the drawing board when needed \u2013 it\u2019s still something you have to consider to get the most long-term value for your channel.<\/span><\/p>\n 4. Use automation to manage<\/span> <\/span>partner experience<\/span><\/strong><\/span><\/p>\n You\u2019re likely selling your product in different markets worldwide, with different types of partners, who may have very different selling behaviors and practices. Consolidating and managing everything manually is time-consuming and ineffective for your channel program.\u00a0<\/span>\u00a0<\/span><\/p>\n It can also be hard to stay consistent if everything is manual, because let\u2019s face it, if there are multiple humans handling all the different processes, it\u2019s going to be hard to standardize things.\u00a0<\/span>\u00a0<\/span><\/p>\n The danger with too much flexibility is that your partners can become unsure about how things work and what\u2019s expected of them. Process consistency helps create a better experience for your partners.\u00a0<\/span>\u00a0<\/span><\/p>\n Find out more: <\/span><\/i>Try Journey Builder to automate and curate each partner\u2019s experience throughout their lifecycle<\/span><\/i><\/a>\u00a0<\/span><\/p>\n But what\u2019s even more valuable is that by automating processes, you free up your channel teams so they can spend their time on higher value work like pushing through deals, helping partners find opportunities and more.\u00a0<\/span><\/p>\n 5. Set expectations and <\/span>track accountability<\/span><\/strong><\/span><\/p>\n If you want your channel ecosystem to appeal to partners, you need to communicate clearly with everyone involved like your executives, employees, partners, and vendors. Set clear expectations so your team members and partners know what\u2019s expected of them, as well as what you and your executives will bring to the table in return.<\/span>\u00a0<\/span><\/p>\n Once these expectations are set \u2013 and if they have been spelled out clearly \u2013 you can hold the relevant parties, including yourself, accountable.\u00a0<\/span>\u00a0<\/span><\/p>\n This could mean ensuring that your team is sending out consistent information and messaging, as well as delivering a positive experience to partners. At the same time, it also allows you to ensure that partners are doing what they are supposed to do.\u00a0<\/span>\u00a0<\/span><\/p>\n Because you are tracking accountability, you can see when a partner is doing well. This allows you to celebrate their success and in doing so, incentivize them to be a part of your channel program.\u00a0<\/span>\u00a0<\/span><\/p>\n Learn more: <\/span><\/i>Use Program Compliance Manager to automatically track partner tiers and ensure accurate payments<\/span><\/i><\/a>\u00a0<\/span><\/i>\u00a0<\/span><\/p>\n