A natural conflict exists between vendors and their channel partners. A lot of it stems from vendors’ tendency to take a myopic view of channel relationships that puts their own business in the center. Larry Walsh, founder, CEO and chief analyst of The 2112 Group, says motivating partners is difficult for vendors who use this type of approach — especially when partners are working with upwards of 7 primary vendors, on average.
So what approach should vendors take to motivating partners? Tina Gravel, Senior VP of Global Channels and Alliances at Cyxtera Technologies, advises giving partners a playbook showing where your offerings fit — not only with a total solution but also in the marketplace. Education is where you start.
“Partners need to have confidence in their knowledge of what they’re selling to their clients,” Gravel told Channel Marketing Journal. Watch this video interview to learn more.