Building Value: Components Of Successful Channel Partner Programs

By Denise Hampton, senior director of Channel Strategy, Programs and Marketing, Zebra Technologies

In today’s always-on environment, end users have more choices than ever before: more choices in finding answers to and solving their challenges and infinite ways to buy. Disruptive technologies like the Internet of Things (IoT), enterprise asset intelligence, and cloud computing coupled with end-user buying behavior impacts how channel partners position themselves in the market and what services and skills they require to survive. To meet the varying needs of customers, channel partners can deliver value from the convenience of fulfillment of replacement products to the delivery and execution of complex solutions. New partner models mean there is a need for new partner programs that quickly adapt to this evolving environment.

Champion Customer Centricity

The most important thing to remember is that the end user is at the center of every sale; therefore, vendors need to create a partner program that encompasses an ecosystem of partners that can support customers’ wide spectrum of needs. Channel partners should be rewarded according to the level and type of value they bring to their customers — and not just how much product they purchase from a vendor. Vendors that provide offerings like product training, software development tools and market intelligence to their partners will help them best serve customers and build stronger relationships with and loyalty from their partners.

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