At long last, your product is yours to sell; your partners are your primary customers. And each of your partners has their own customer base, untapped by you. It's a market brimming with possibilities.
Your channel partners provide you and your brand an immediate social context, helping you sell your product in uncharted territory while saving time, cost, and effort. Partners are the strategic collaborators who open doors to other competitive markets
Let's look at some of the benefits of having a channel partner sell your products:
The concept of channel partners helping to scale sales is not new.
Oracle PartnerNetwork (OPN) includes three types of partnership--Gold, Silver, and Remarketing--with a different value proposition for each. For example, Gold Partners get exclusive privileges, like extensive product training; Silver Partners may resell the Oracle Platform as a service. Salesforce, another leader in succesful channel partnerships, has their AppExchange for Salesforce, the AppStore, and other platforms.
A recently published UBS study, shows how effectively Cisco has leveraged their channel partner program to contribute to their revenue growth. 85% of Cisco's revenue is generated through direct sales partners, which consists of only 30 of its top global enterprise customers.
Here are some thoughts on how to leverage your channel partners for scaling your sales:
“Content builds relationships. Relationships are built on trust. Trust drives revenue.” Andrew Davis
According to a recent report published by Openview, sales reps can manage 29 open opportunities at a time. Now multiply that by your partners to watch the numbers increase. From the tech industry to FMCG, channel partners are one way of reaching out to underserved. Leveraging your partners to scale your sales gives you opportunity to save costs and time while they get to increase their brand value.
What's your channel partner success story? Share with us here. (link to submit content for publication)