Stop talking about partner labels.
As the article states, there are quite a few partner types to consider. Vendors, however, may be getting too hung up on the definitions. Rather than determining their worth based on a label (VAR, ISB, systems integrator, etc.), vendors should first consider what those partners are actually doing. Are they reselling, referring, bundling, or integrating? Understanding what each partner does can help the vendor zero in on how, exactly, they’re making their money.
It seems simple on the surface, but engagement with partners on a more personal level is crucial for a healthy partner program and business. The article goes on to discuss the primary things that partners care about business-wise and what vendors should be addressing.
Click here to read more about how to improve channel partner engagement, strengthen your partner program and, ultimately, increase revenue.