Traditional software companies are finding that their VAR’s and channel partners influence the majority of their business growth. The need to accelerate this growth strategy is becoming increasingly critical with the uptick in switching to the SaaS and cloud models enabling software firms to enter new markets (industries and geographies). However, even though the use of channel partners is increasing, some software companies are not fully reaping the benefits, as in the following examples:
- They use channel partners only on an ad hoc, deal-by-deal basis, not leveraging the full potential of the partners.
- They experience gaps in their anticipated return on investment (ROI) in channel partners.
Improving your organisations capabilities in channel partner management depends on three steps to mitigate risks: 1) avoiding the pitfalls in channel partner relationships, 2) knowing how to turn transactional channel partners into strategic partners and 3) managing the relationships so they yield more value long-term.
At Compare the Cloud we believe that setting unrealistic goals is the first step towards the downfall of a relationship. With all our vendors we ensure that market scope and trials are conducted ensuring that clients and vendors are able to engage successfully.