Putting together a successful channel program is the ultimate prize for many tech vendors. It’s not easy, not quick and often not predictable to maintain. If you’re new to the channel—or even if you have an established program—it’s a challenge because products change, buying patterns change and the needs of MSPs and their customers change.
But following proven best practices and continuous collaboration and communication can go a long way to establishing a reputation as a trusted, go-to partner, according to members of the CompTIA Community Channel Development Advisory Council in a panel at ChannelCon 2024 called A Guide to Unleashing the Power of Channel Programs.
“A big part of successful channel relationships is to be engaged. So many MSPs and vendors put in minimal effort on that. This needs to be a relationship-based industry. We want to be the trusted advisor to our clients and we MSPs need to develop that with vendors as well. We need to build more in-depth partnerships with our vendors and their channel programs,” said Henry Timm, CEO of Phantom Technology Solutions, an MSP based in Rolling Prairie, Ind.
Helping vendors build or improve their channel programs was the impetus for the council to develop the CompTIA Community Tech Vendor Guidebook: Best Practices for Successful Channel Programs.
Michelle Ragusa-McBain, vice president of global sales at SonicWall, agreed that successful channel programs and partnerships aren’t one-way streets. Both sides need to work together and be intentional about changes or additions to programs and relationships.
“We do a lot of outside listening. We have a partner advisory council, and we go to events and shows. Always be listening and learning. That strategy is for everyone. We have to be intentional about how we elevate together. Are we performing with the right products? We have to ensure that we protect every layer. We have to be ecosystem agnostic,” Ragusa-McBain said. “It’s not just the process of products, but the process of programs too. Should we have more rebates? Could we add more discounts? If we’re not helping partners be more successful, we won’t be more successful.”
Consistency is another trademark to a successful channel program, said Tim Coach, owner of 3rd Power Consulting in Kansas City, Kans.
“We have all seen companies who show up, show out and then disappear. That’s part of why the MSP community is hesitant to work with new vendors. There’s a lack of consistency,” he said. “You only see success by being consistent, putting in the time and effort, and showing up strategically.”
Ideally, MSPs would hold vendors more accountable and vendors would also hold MSPs more accountable, said Timm. “For example, from an MSP perspective, vendors need to start aligning to a security framework. Defensibility with our clients is key in conversations,” he said. “From the vendors’ side, MSPs need to truly understand the vendors’ products, and what section of market they best fit. Vendors often shotgun products out there because they don’t have an ideal partner in mind.”
Both tech vendors and MSPs should take an outside-in approach to building channel programs and relationships, Ragusa-McBain said.
“There are times you might have a customer that is not keeping themselves protected against your guidance and advice, and you may have to fire that customer. People think you have to be all the things to all the people in the world. That’s not the case,” she said. “Find the personas that are the right fit and that you can scale in size.”
Also, creating content that speaks to your audience—by understanding their pain points and offering real-world solutions in a language they understand—is a great way to attract and retain your partner base, said Coach.
“Your words don’t matter, how they hear them matters. When you use words that you’ve created, that get delivered to an audience that doesn’t understand them, it doesn’t matter. For example, I hear a lot about hyperautomation. Nobody knows what that means or knows how that’s delivered. So you need to think about how your content is received by your audience. Change the words that makes it more palatable to them and you will see results.”
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