Did you ever find yourself sitting at your desk on a Friday afternoon wondering, “My channel program has all the right elements... I’ve put the right incentive and training in place...I’ve got support from my executives and great products to sell. So why are my numbers exactly the same as last year and the needle just won’t move?”

1. Three Keys to Channel Success
Three Keys to Channel Success
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2. Three Keys to Channel Success
Did you ever find yourself sitting at your desk on a Friday afternoon wondering, “My
channel program has all the right elements... I’ve put the right incentive and training
in place...I’ve got support from my executives and great products to sell. So why are my
numbers exactly the same as last year and the needle just won’t move?”
If you’re like most channel marketing professionals, that scenario is all too familiar.
IPED research indicates that a majority of technology vendors will make significant
structural changes to their channel programs each year, and yet sales performance,
gross margins, and overall profitability through the channel for the industry at large
will stay basically the same... adjusting according to historical trends and market norms.
What gives?
Perhaps the most valuable insight into this dilemma is that ultimate success in a channel
program is affected by three complementary but distinct elements of activity. The three
pivotal factors for channel performance are:
• Program Development & Execution -- Building a solid channel program, based on
proven best practices to maximize profitability for the vendor as well as the business
opportunity for the partners ... and then getting all the right resources (people,
programs & tools) in place and functioning effectively.
• Partner Targeting & Recruiting -- Identifying the characteristics of the most effective
partners in your market segment, targeting those partners with an effective message
and consistent communications, and then sealing the deal to bring the best partners
into your channel community.
• Partner Ramping & Sales Execution -- Moving partners from “sign up” to “full
productivity” as quickly, systematically, and effectively as possible; and then
maximizing the sales results and profit performance of each partner over time.
The key point is this: If one of the factors is ideal, but another is not, the total system
performance won’t improve. In other words, you could have the ideal channel program
with the perfect conditions based on the most effective best practices -- but if your
channel account management team isn’t prepared to target and recruit the right
partners, the overall program won’t perform. And so on, and so on. It’s like having a
great car with a powerful engine ... and an empty gas tank. Or a flat tire.
From a channel executive’s point of view, your success will depend on striking a
dynamic balance among all three factors: keeping your program and your people in top
shape; targeting and recruiting the right partners; and maximizing the performance
of your partner base. Naturally that balance won’t strike itself ... nor will your program
remain relevant over time without continuous monitoring and occasional tweaking.
Ongoing education, research, and best practices adoption are your keys to success.
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3. Three Keys to Channel Success
ABOUT IPED
The Institute for Partner Education & Development (IPED) is the profes-
sional services division of the CMP Channel Group. IPED applies proven
best practices to deliver customized recommendations that accelerate
channel revenue through access to exclusive data and expert analysis.
With over 20 years of institutional knowledge, IPED is the only professional
services organization that can leverage the resources of the CMP Chan-
nel Group, the unrivaled leading provider of information and access to the
Channel. We empower vendors to understand and react to the motivators
and business value propositions that matter most to their partners.
Services for Vendors
• IPED empowers vendors to understand and react to the motivators and
business value propositions that matter most to their partners.
• This knowledge enables vendors to forge mutually profitable and long
lasting relationships with their channel partners.
• Differentiate their approach to channel partnership by enhancing their
business value proposition.
• Through data collection, analysis and interpretation, IPED provides market
intelligence that will set them apart from their competitors.
• IPED’s proven methodology helps technology vendors support to their
Solution Providers and present their portfolio of technology and business
solutions for a mutually beneficial business relationship.
For access to channel sales and marketing resources that focus on increas-
ing channel revenue, contact:
The Institute for Partner Education & Development
www.iped.com
Toni Clayton Hine
tclayton@cmp.co
212-600-3113
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