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How can you tailor your channel account management approach for different partner types?

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As a channel account manager, you know that working with different types of partners requires different strategies and skills. You can't apply the same approach to a reseller, a distributor, a system integrator, or a referral partner. Each partner type has its own goals, needs, challenges, and expectations from you. How can you tailor your channel account management approach for different partner types? Here are some tips to help you.

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Osagie Alegimenlen

MBA | Senior Manager | Director | Global Business Strategist | Revenue Growth Specialist | Energy | Renewables | Oil…
Asha Kanta Sharma

Manager - Finance & Accounts @ Opendoors Fintech | Financial Accounting
Neran Wijayawickrama

Fusing B2B sales acumen with the art of Deal-Making | Lead creator | Strategic Negotiation and Persuasion Specialist |…

1 Reseller Partners

Reseller partners are typically focused on selling your products or services to their end customers, often with some value-added services or solutions. Thus, to tailor your approach for them, it’s important to establish clear and frequent communication channels, such as regular calls, emails, newsletters, and webinars. Additionally, providing relevant and updated product information, demos, case studies, and testimonials can help them pitch to their prospects and customers. Furthermore, offering competitive pricing, discounts, rebates, and rewards for meeting or exceeding sales targets is essential. Moreover, helping them resolve any issues or complaints that may arise during the sales cycle or after-sales service is key. Lastly, recognizing and appreciating their efforts and achievements, and celebrating their successes will help build a strong relationship with them.

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Asha Kanta Sharma

Manager - Finance & Accounts @ Opendoors Fintech | Financial Accounting
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Customizing your channel account management approach for different partner types is crucial for building strong relationships. This involves understanding partner types, segmenting your partner base, conducting a needs assessment, developing customized value propositions, assigning dedicated account managers, providing tailored training and enablement resources, collaborating on co-marketing strategies, creating incentive programs, adjusting communication channels, providing customized support, implementing flexible contract terms, conducting regular performance reviews, providing customized portals and platforms, offering localized support, feedback mechanism, facilitating networking opportunities, and being flexible in terms of engagement

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Neran Wijayawickrama

Fusing B2B sales acumen with the art of Deal-Making | Lead creator | Strategic Negotiation and Persuasion Specialist | Marketing Management Specialist | Global Business Enthusiast
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Co-marketing and branding strategies that addresses specific segments based on target audience, Collaborating go to market plans specific to long term partner goals and identifying partner strengths that have value in distinct market segments are vital in succeeding channel management.

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2 Distributor Partners

Distributor partners are typically large and well-established companies that have a wide network of resellers or sub-distributors under them. Acting as intermediaries between you and the resellers, they handle the logistics, inventory, and delivery of your products or services. To tailor your approach for distributor partners, it's important to maintain a close and collaborative relationship with them, understanding their business model, market segments, and growth plans. Additionally, provide accurate and timely forecasts, orders, and shipments to ensure that they have enough stock and inventory to meet the demand. Monitor and measure their performance, giving feedback, guidance, and coaching to improve their sales and customer satisfaction. Negotiate the terms and conditions of the partnership such as margins, pricing, payment, and returns. Lastly, support them with marketing campaigns, co-branding opportunities, and lead generation activities to increase their visibility and reach.

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3 System Integrator Partners

System integrator partners are usually experts in a specific industry or domain, and they offer customized solutions that integrate your products or services with other technologies or platforms. To build a strong relationship with system integrator partners, you should provide them with access to product roadmaps, documentation, APIs, and technical support. Furthermore, you should involve them in product development and feedback processes, as well as solicit their input and suggestions for new features or enhancements. Additionally, co-creating and co-delivering value propositions, proposals, and presentations to their clients can showcase the benefits of your joint solutions. Finally, partnering with them on joint marketing events, webinars, case studies, and white papers can demonstrate your thought leadership and credibility.

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Osagie Alegimenlen

MBA | Senior Manager | Director | Global Business Strategist | Revenue Growth Specialist | Energy | Renewables | Oil and Gas | FMCG | Power
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You need to understand the true value and network of the integrators to be able to harness them, otherwise you can spend time with minimal results. Make it juicy for them to want to propagate your business.

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4 Referral Partners

Referral partners are usually non-competing companies or individuals that have a complementary or adjacent offering to yours, and they refer potential customers to you in exchange for a commission or a fee. To effectively engage with them, you should educate them about your products or services and how they can solve problems for their audience or network. Additionally, provide easy and transparent ways for them to refer leads, such as online forms, landing pages, or email templates. Track and manage the referrals, and keep them updated on the status and progress of the leads they send you. Furthermore, pay them promptly and fairly for the referrals that result in sales, with reports and invoices that show the details and calculations of their commissions or fees. Lastly, thank them and acknowledge their contributions, and ask them for referrals or testimonials that you can use to attract more partners or customers.

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Osagie Alegimenlen

MBA | Senior Manager | Director | Global Business Strategist | Revenue Growth Specialist | Energy | Renewables | Oil and Gas | FMCG | Power
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The kind of products you have in the market will determine if this segment will be relevant to you or not. However do not underestimate the place of referral partners. They can open the door in new markets. Where your product is at in the “product lifecycle” graph can also determine what you do with this category of channel and how best to harness them.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Osagie Alegimenlen

MBA | Senior Manager | Director | Global Business Strategist | Revenue Growth Specialist | Energy | Renewables | Oil and Gas | FMCG | Power
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As much as an understanding of the various partnership types is important, remember that an understanding of the market and having the right go-to-market strategy is Key. This will not only determine the right partnerships to use in the market, it will also determine the right mix, as well as how best to work with the partner, based on the customer demands. For example, distributors in Europe and North America work differently from Africa and South America. The concept of demand planning and MOQ is different with a different level of organization and urgency. Th cultures will also determine how best they operate, with aggression or docility in the market.

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How can you tailor your channel account management approach for different partner types?

1

2

3

4

5

1 Reseller Partners

2 Distributor Partners

3 System Integrator Partners

4 Referral Partners

5 Here’s what else to consider

Account Management

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How can you tailor your channel account management approach for different partner types?

1

2

3

4

5

1 Reseller Partners

2 Distributor Partners

3 System Integrator Partners

4 Referral Partners

5 Here’s what else to consider

Account Management

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