7 Steps to Building Channel Ready Team

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1. 7 Steps to Building Channel Ready Team - SALESOXIGEN
2. In today’s environment, if B2B organizations are going to make it, they need to grow sales. Miller Heiman Sales Training on Channel management can be a big help. The benefits of building and supporting a partner ecosystem are: • Accelerated growth • Higher brand awareness • Increased revenue • Presence in new markets and verticals It does take work, but is it worth the effort? The answer is a resounding Yes. However, to reach this level of success you need a sound partner strategy, Miller Heiman Channel Management training equips sales organizations with best practices for managing indirect and omnichannel sales efforts. This post takes you step-by-step through the process of building lasting and profitable relationships with channel partners.
3. Step 1. Selecting Partners It all starts with choosing the right partners. To focus on cultivating the right relationships, we need to define the ideal partner profile. Who Is Your Ideal Partner? Miller Heiman Sales Training on Channel management talks about the ideal customer profile. For each partner candidate, we would ask these questions: • Are they ready? (do they have the resources to invest in the partnership?) • Are they willing? (will the partnership help them reach their goals?) • Are they able? (is there a technical fit? a competence fit?) • Do we have similar values? (is there a culture fit?)
4. Step 2. Discovery At this step we are looking at what the potential partner is already providing and what the customer’s ideal outcome is. If there is a gap – can a partnership help fill this gap? Talk to your potential – and existing – partners to get a feel for what matters most to them. Some questions to ask are: • What is important to you in a partnership? • What are the major growth drivers of your business? • What is your unique value proposition to the customers? • What are you struggling with? • Who are your best customers?
5. Step 3. Setting Goals and Outlining Commitment • What is the partner going to do? • What are you going to do? • Are the commitments realistic? • Do you have everything to deliver them? • Are there any potential barriers? Step 4. Facilitating Introductions The partnership is under way – now it is time to invest in relationships. Ideally, there would be a dedicated resource – Partner Manager – to facilitate introductions between teams and help them foster relationships. Partners can be a source of valuable product feedback – connect them with product managers and engineers for feedback from the front lines. Often you will find that a lot of internal negotiation and positioning of the partner program is needed to make sure your organization is willing to work with the partners.
6. Step 5. Enablement As per Miller Heiman Channel benchmarking “If you don’t put it in, you don’t get it out” applies in partnerships. Companies can empower channel partners in 3 key areas: technical training, building industry expertise, and sales training. Step 6. Sales Support and Account Management • Always give the partners a heads up, share information about the prospective customer and help tailor the pitch to this particular customer. • Identify roadblocks partners face and provide strategic recommendations, make sure that the company is providing the required support. • Work hand in hand with the partner to make customer success a continuous process. Step 7. Evolving the Partner Program Even if things are working, there is always room for perfection. By taking ownership of the program and making an honest commitment to never-ending improvement, we can take things to the next level. Valuable ideas can come from partner feedback. Miler Heiman Sales Training on Channel Management helps in expanding your reach across sales channels and carefully manage partner relationships to generate more opportunities and, in turn, greater profitability.
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