Channel Maven Blog

Updating Your Partner Program for Today’s Shifting Channel

Today’s Partner Programs look drastically different than their predecessors. It used to be that Vendors dictated Channel partnerships and most elements of the Partner Program. The pendulum has now swung to the other side thanks to an abundance of new technologies and information. Partners today have more Vendor options than ever before, which means Vendors need to be more mindful of Partners’ business objectives if they want successful partnerships. Now, they have to craft their Partner Program around a value proposition, one that entices Partners in today’s changing market and aligns with their Partners’ goals.

How are Vendors developing Partner Programs and value propositions that align with Partners to drive demand? Here are four recommendations from our Vice President of Channel Strategy, Sheila O’Neil: (more…)