How to Leverage Partners in Your Sales Strategy

How to Leverage Partners in Your Sales Strategy

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:

 

  1. 1. Partner programs give you the opportunity to venture into a new market with a different language, culture, and geographic location without the costs of acquisition. Your chances of success multiply while you save on the costs, time, and effort of building your brand in a new market yourself.

    2. As your channel partner is already a trusted brand in this new territory, they bring their hard-earned consumer trust to your solution. 

    3. Your channel partners open up a unique opportunity to immediately reach out to new markets and create new sales opportunities.

 

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

 

 

  1. 1. Create content, share content, ask for content: You know your products and services best. Your partners need your expertise. The best way to provide that? Content. By creating and sharing content about your products, you empower your partners to talk about your solution with confidence. With a repository of content that they can share, repurpose and include in their touch points for their customers, your partners can interface with customers directly with the right know-how. In turn, their ideas and customer interactions can be a valuable source of content for you. 

 

  1. 2. Ask for help organizing networking events in their cities: Customers love meeting their solutions providers face to face, but arranging meetings in other markets or countries is far from easy. Through channels, it's suddenly far easier.  We've found that partners are excited to organize seminars, meet-ups, and networking events on your behalf so you can meet your customers and expand your brand.  

 

  1. 3. Encourage them to create forums: Just as a large corporation would have its own forums, your partners can create forums for you to connect with customers through forums and meaningful support interactions.You'll get a better understanding of your users and their pain points, making your solution more saleable and adding value to your sales scaling strategy. 

 

Conclusion

 

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)


    • Sticky Posts

    • As Sales Person, Here are my New Year Resolutions. What are Yours?

      Being a salesperson, I keep learning from my mistakes and have noted a few changes that I need to make in my approach. I take these resolutions going into 2021, hoping to keep it going for as long as possible :) 1. I will not say "Yes, our product has
    • Once Upon a Sales Meeting!

      It was an awkward silence in the meeting room "Uproar." John Kowalski, the new sales manager, was not happy with the team's performance. After scribbling something in the notepad, he decided to break the silence, John: I cannot believe you guys have been working like this. No reports, delusional forecasting, random targets, and no eye on the ball. Kevin: We followed Richard's orders. John: Well, Richard is not here anymore, is he? John walked up to the whiteboard, and wrote in big bold letters: "TARGET
    • Recent Topics

    • Undo Command in Notebook

      It would be handy to have an Undo in the row of icons at the bottom of the notes.
    • New Customization options in the module builder: Quick Create and Detail view

      Hello everyone, We have introduced two new components to the module builder: Quick create and Detail view. The Quick Create Component It is a mini form used to create a record and associate it to the parent record from a lookup field. For example, if you have a Deals lookup in the Contacts module, then you can associate existing deals or create a deal and associate it with the contact. You can customize this Quick Create form by adding standard as well as custom fields. There is no limit to the number
    • Narrative 9: GC—Meaningful conversations that benefit your customers

      Behind the scenes of a successful ticketing system - BTS Series Narrative 9: GC—Meaningful conversations that benefit your customers Customers often seek immediate solutions, which is why self-service options are essential. Guided Conversations provides
    • FSM App Oddity

      We recently rolled out FSM to our technicians, and only one technician is having an issue. He's using an iPhone with iOS 18.6 installed. When he goes to service appointments using the calendar icon at the bottom of the app, he gets a list view only. Typically,
    • Cliq Not Working !

      Zoho Cliq has been experiencing connectivity issues since this morning. The app is unable to establish a connection with the server.
    • Injecting CSS into ZML pages

      Is there a way to inject CSS into ZML pages? Use case: 1. Dashboard displays 'Recent Activities' card displaying a list of newly added records 2. Each item in list links to the record onClick 3. When a user points the cursor over an item in the list,
    • Power of Automation :: Automated Weekly Notifications for Unapproved Timesheets

      Hello Everyone, A custom function is a software code that can be used to automate a process and this allows you to automate a notification, call a webhook, or perform logic immediately after a workflow rule is triggered. This feature helps to automate
    • Extracting Data from Sitelink APIs

      Hi All, I'm working to pull data on Sitelink using API calls but i can't seem to extract it. If you click expand, you will see it has a lot of data in it. I tried extracting from the map but it's not giving me anything. Is there a workaround on this or
    • Export a list of fields for all modules in a spreadsheet with specific field data

      Many of my clients are using spreadsheets to create lists of fields for all modules when starting a new implementation or when updating an existing setup. This is a useful process but also a very time consuming one. It would be good a list of fields could
    • [Important announcement] Zoho Writer will mandate DKIM configuration for automation users

      Hi all, Effective Dec. 31, 2024, configuring DKIM for From addresses will be mandatory to send emails via Zoho Writer. DKIM configuration allows recipient email servers to identify your emails as valid and not spam. Emails sent from domains without DKIM
    • 【Zoho Backstage】2025年7月のアップデート紹介

      本投稿は、本社のZoho Desk コミュニティに投稿された以下の記事を翻訳し、一部抜粋したものです。 What's New - July 2025 | Zoho Backstage ユーザーの皆さま、こんにちは。コミュニティチームの中野です。 本投稿では、Zoho Backstage の直近のアップデートを3点抜粋して、ご紹介します。 目次 1.参加可否の確認:RSVP 2.証明書作成ツール:Certificate Builder 3.登録の承認 :Registration Approval 1.参加可否の確認:RSVP
    • Option to select location?

      As a business coach, I meet with clients at various public locations. I have two or three pre-determined locations that I meet at. I would like the client to choose the location when booking an appointment. Is there a way to do that with a single service, or is the best way to accomplish this by creating one service for each location offered?
    • Can we have Backorder Management ?

      Can we have Backorder Management ?
    • Display a field of an Account on the Ticket view

      Hi there, We would like to display of the Account of the user submitting a ticket on the ticket view. See for example: How can this be achieved? It doesn't really matter where it will be placed as long as it is shown there. Thanks, Snir
    • Insurance Agencies

      I am reaching out to see if anyone has any experience in the Insurance Agency world with using Zoho exclusively for the CRM and commissions side of things. Lots of strong features like drip campaigns, meeting, calendars, emails, can all be found in here.
    • Problem with Egyptian internet ISP

      Dears,  We have problem with our ADSL internet SP, That your site not working with. So, we contact them and they asking us to contact you to solve this problem.  The problem that when we are connecting to Tedata ADSL your website not working (Business Email).  BR,, Mohamed Omar 
    • Emails not being received from a particular domain

      Cannot receive any emails sent from atco.com Domain is in the spam whitelist so should be no reason for it not to be coming through. Have filed a ticket and besides a generic response of we are looking at it - it seems there is no actual support workers
    • Mail Not Showing In Inbox or Sent Box

      Hi, there are mails that are not displaying in both my inbox and sent box. I just tried the iPad app and it is the same but there is a blank field where a mail should be and it refers to a server error. Please fix this.
    • Marketing Automation List Entry Criteria is no longer an option

      For a couple of years now we have used the "List Entry Criteria" option to filter our Journey recipient list. All of a suddent the option no longer exists for New Lists and I can only delete the option from existing lists but can no longer edit it. Anyone
    • GCLID arrives not in CRM with iframe integrated ZOHO Form

      Hello amazing community, I enabled Adwords integration in ZOHO CRM. I have a ZOHO Form integrated in a wordpress. I tested iframe and Javascript. I enabled the "handover" GCLID in the ZOHO Form. When I add a GLID with http://www.example.com/?gclid=TeSter-123.
    • Add Webhook Response Module to Zoho Flow

      Hi Zoho Flow Team, We’d like to request a Webhook Response capability for Zoho Flow that can return a dynamic, computed reply to the original webhook caller after / during the flow runs. What exists today Zoho Flow’s webhook trigger can send custom acknowledgements
    • Bidirectional sync between Zoho Bookings and Zoho CRM - Part 1

      Hey, community members! The default integration between Zoho CRM and Zoho Bookings is unidirectional, which means that any appointments booked, rescheduled, or deleted in Zoho Bookings will be reflected in Zoho CRM. However, any modifications made to
    • Is it possible to edit placeholder text?

      In the master slides I want to make sure my templates have more meaning for the users and want to replace the standard placeholder text with something more instructional. Instead of "Click to edit Mast subtitle styles" I want to have "Click to enter reporting
    • Delay function execute

      I've got a workflow which uses a webhook to send information to Flow, which in return updates a record in Creator. Problem is, by the time this has executed, the rest of my script has run and can't find the (yet to be) updated info in the record. Is there
    • How to allow download of a file AFTER information is collected?

      I can't find this anywhere. Can someone help with what seems to be a pretty basic web function today? - File is stored in Workdrive - Prospect goes to a URL where the file is located - System requests prospect to enter "Name" and "Email" - An email is
    • Add Baseline methods to API

      There are no API methods for creating or querying baselines,  Use case: Customer is notified of the current project start date according to plan via another product/integration. We would like to auto create a baseline (Automated via API) at the point
    • Bulk Fill In & Edit PO/Bill/SO/Invoice

      Hello, I am adding stock in bulk on a PO, the system is automatically populating the Rate (price) and Tax from the item data. Problem is that the bill rate is different from the rate on the item data, so I have to manually erase each and enter the price.
    • Fixed Assets beg balance

      Hello, I trust you are well I'm a new zoho books user and I find it difficult to plug in the fixed assets balance and here's what I have done: 1- I imported the fixed assets data into the fixed assets module as per the instructions 2- the import process
    • Syncing with Google calendar, Tasks and Events

      Is it possible to sync Zoho CRM calendar, task and events with Google Calendar's tasks and events. With the increasing adoption by many major tool suppliers to sync seamlessly with Google's offerings (for instance I use the excellent Any.do task planning
    • CRM Deluge how can link attach file with workdrive file.

      Hi, We have create file at workdrive and would like to link to attachment at crm module by deluge. Right now can only upload it to attachment but can not link the file from workdrive. Thank you
    • Feature announcement: AI-powered document generator in Zoho Sign

      Hi there! We recently announced manual document creation by offering an editor within Zoho Sign. Today, we are excited to announce AI-powered document generation to help you draft agreements, purchase orders, and other important business documents in
    • Permanently deleted files

      Is there a way to get back permanently deleted files from your account if they were accidentally deleted and no longer recoverable from the recycling bin? I know I am probably screwed but I just figured I would ask.
    • Shared Mailbox in iOS app

      Hi, On the desktop I am using a Shared mailbox for our company's general mailbox that somebody else should be able to view. In the iOS app however I can't find it? Old sources on the internet says this isn't possible but that can't be right? Somebody
    • Tip #41- Simplify Compliance and Efficiency with Zoho Assist’s Data Cleanup Feature- 'Insider Insights'

      Managing device data efficiently is just as important as securing remote access. With Zoho Assist’s Data Cleanup feature, admins can easily remove outdated or unnecessary device records, keeping the console organized and secure. This action is carried
    • Revenue Management: #6 Revenue Recognition in Professional Services Industry

      If you run a consulting firm, agency, or any service-based business, you have a situation where you have signed the contract, maybe even sent the invoice, and have received some initial payments. So, can you consider this as revenue? What if the project
    • Zoho fsm scheduled maintenance dispatch

      Hi, I'm reaching out regarding an issue I'm encountering with the Scheduled Maintenance feature in Zoho FSM. I’m trying to configure it so that it automatically dispatches all maintenance jobs scheduled within the next 150 days, starting from today. However,
    • zoho.inventory.getRecords returns no records

      I running a custom function (Deluge) in Zoho Flow with a connection to Zoho Inventory. To debug the problem, I created the test function below. It returns "Number of contacts fetched: 0". This confirms that there's no issue with the org ID or connection
    • Feature announcement - Simplifying document creation with Zoho Sign

      Hi there, We are pleased to announce the release of our document creation feature, enabling you to create, edit, and finalize documents like agreements, purchase orders, and contracts without relying on external tools or applications. <br> This
    • Integrating File Attachments in Zoho Flow Email Notifications

      Hi, I would like to be able to send an email once an entry is made in a form, and in this email, I would like to attach a file that has been added to the form using the ImageUpload (or FileUpload) widget. So, I started by creating a flow that will trigger
    • Zoho project purchases

      Hi Folks, I think having a purchase module in projects will help in putting together a project p and L. Project wise purchases and expenses.  Do let me know your thoughts.
    • Next Page