Many channel heads want a channel like Microsoft or Cisco in the 90s and 2000’s. Yet I am uncertain if they understand the nuances of the Cisco & Microsoft channel programs and why they were more effective than most telecom and cloud channel programs.
It is easy to examine the legacy hardware channels like Dell, HP, Xerox and Cisco. The business model was designed around the vendor. The partners business was heavily invested in the vendor. The VAR was certified, took continuing training, went to product launches. The result was a discount off of MSRP and better support.
You worked to keep your Gold status in order to get better, faster support for your customers. Training kept you current and relevant.
Microsoft’s programs were similar. User groups all over the world to get people networked, educated, sharing, advancing. VARs were invested. They were aligned. Plus 90+% of computers were running some version of Microsoft O/S and other software.
Now think about this: a Microsoft exec said that every goof they make creates opportunity for support from partners.
These programs spawned a multi-million dollar training industry. Even community colleges got involved in the 1990s. I took my Cisco and MS classes at HCC in Tampa.
Once you were certified, you were a Brand Ambassador.
Is a Cisco CCDA going to deploy Cisco or Juniper or ADTRAN?
And 2 final elements of these programs: BRAND & DEMAND!
These tech companies developed a brand that helped create demand from consumers and businesses that the partners then fulfilled.
The best tech doesn’t win (or we would all have Ubuntu laptops!). The best Marketing wins!
Now look at YOUR channel program.
How many elements are missing?
- Aligned Partners
- Business Model Built Around Your Company
- Certification Program
- Better Support for Aligned Partners
- Better Margin for Platinum than Silver Partners
- Brand
- Demand
Channel Sales Enablement is about helping to make your channel sales program more effective. You need Aligned Partners. Want help call the RAD-INFO office at 813-963-5884 We have done this for a number of channel programs; we can do it for yours.