04 - Are Your Channel Partners Getting the Attention They Need (and Deserve)?

Partner Relationship Management (PRM): The Ultimate Channel Sales Podcast

Nov 18 2021 • 36 mins

Our guest, Heather K. Margolis has been in the channel space for over 20 years. She helps channel organizations build smarter channel programs, manage channel relationships to find added value, and engage their communities through social and traditional media. Starting from positions such as Channel Marketing Executive and Director of Marketing and Alliances and later, going on to be founder and chairperson at Channel Maven Consulting and founder and CEO at Spark Your Channel (both now acquired by 360insights), she has carved quite the name for herself in the channel world.

Topic summary:

At the heart of every channel program are your channel partners. They represent you, they are in direct contact with the customer and carry your reputation for you – which they can either elevate or tarnish, largely depending on the quality of training they get from the vendor they’re working with.

So why is that so often they are left neglected? Why aren’t channel chiefs prioritizing support to channel partners? Why aren’t they paying more attention to developing better partner enablement tools, such as optimized training programs to better meet their needs or start even earlier with a comprehensive, dedicated partner onboarding process?

Partner engagement is key to your channel success and the best recipe for ongoing engagement is ongoing attention and support from the vendor.

Heather discusses a question all channel chiefs should be asking: are your channel partners getting the attention they need? And what can you do to give them the attention they deserve:

  1. Channel partner training, support and feedback
  2. Eliminate barriers – allow for better integration of partners into your channel
  3. Be more present, mindful and inspire channel partner engagement

Listen to the episode to hear all of Heather’s insights on partner engagement and support for channel success.

Read the blog: https://www.magentrix.com/articles/blog/Are-Your-Channel-Partners-Getting-the-18-11-2021

(0:00) Introduction
(2:57) Heather K. Margolis’ channel sales background
(5:13) Channel partners need ongoing attention from vendors
(6:45) 1st Consideration: Channel partner training, support and feedback
(22:11) 2nd Consideration: Eliminate barriers – allow for better integration of partners into your channel
(29:13) 3rd Consideration: Be more present, mindful and inspire channel partner engagement
(30:57) Will channel partners leave if you’re not paying mind to their needs?
(34:08) Channel chiefs need to think differently about their partner programs
(35:04) Conclusion