The following information was sourced from Ansira’s The Channel Effect virtual event. For more session thought leadership, check out TheChannelEffect.com.
Without direct consumer interaction, a powerful, large scale go-to-market strategy could miss the mark and yield mediocre results. Messaging that drives customers to points of sales is not always the same messaging needed to help make sales. Frustration can happen when partners must allocate resources to promoting agendas that do not help on a local level or 1-to-1 customer level. Partners are not just outlets for products, they offer a window into the needs of the consumers and end-customers.
Having a unifying brand identity is crucial to a company’s successful roll out of any marketing campaign. Partners desire this consistency because it prevents the spread of contradicting information, but there is also a need for individualized messaging to support their success. Taking away a partner’s ability to position themselves in their local market makes it difficult to serve clients as they know best.
Partners are so much more than brand ambassadors. Every day, partners are seeing what truly drives customers to make a purchase or renew an existing license. These ground-level conversations are filled with nuanced interactions that develop rapport with customers and allow partners to convey information that leads to more conversions. With such crucial insight, partners want to engage with the enterprise to give feedback on go-to-market programs and opportunities.
Getting partners to engage with programs and offerings can be difficult if the partner does not have the opportunity to give feedback. Partners want to help shape programs with their firsthand knowledge of the customer’s needs. Here are some concerns partners have shared surrounding how they engage with and participate in channel partner marketing programs.
As a company grows and their number of partners increases, it is inevitable that each one of these partners will have unique needs depending on location and local competition, demographics, etc. The best way to mitigate any issues is to listen, integrate partner feedback, and offer solutions. Here are a few ways to help partners succeed when rolling out new programs.
With daily interactions with customers in targeted regions and verticals, partners provide insight that is almost impossible to gather otherwise. Listening to and trusting partners’ feedback is an easy way to increase the success of any program.
Learn more ways to improve partnership relations and build a better future for your enterprise brand and distributed partner ecosystem.