Lessons from Dark Matter for Your Partnering Strategy

I've been watching a new (to me) series, Dark Matter and as a Sci-Fi junkie few stories have captivated my imagination as much as Dark Matter of late. The series takes us on a journey through multiple universes, each with its unique challenges and opportunities. Interestingly, as I watched, the complexities and realities of these alternate worlds offered valuable insights into designing and refining partnering strategies in the tech and communications industries. (Ok to be fair I am always thinking partnering - but still this series spurred some unique thoughts on partnering!) Here are some key lessons I think we can learn from Dark Matter to enhance all of our partner strategies.

1. More Channels than Worlds: Abundance Can Be Overwhelming

In Dark Matter, the concept of the multiverse presents infinite possibilities, each world with its unique set of rules, inhabitants, and technologies. Similarly, in the business world, there are more channels than one might initially consider. From direct sales, VARs, MSPs, and distributors to e-commerce, social media, and emerging digital platforms, the possibilities are endless.

Lesson: Just because a channel exists doesn't mean it's the right fit for your strategy. Conduct thorough research to identify which channels align best with your products, services, and target audience. Prioritize quality over quantity to avoid spreading resources too thin. Consider developing an Ideal Partner Profile working with your JSG consultant and the PartnerOptimizer, Inc. tool to select the absolute best options. After all no one wants to open the door with the wrong outcome!

2. Make Careful Choices: Not All Channels Are Created Equal

In the series, characters must make strategic decisions about which universes to explore and which to avoid. These decisions are often fraught with risks and require careful consideration of the potential benefits and dangers.

Lesson: Similarly, in channel strategy, it's crucial to evaluate the strengths and weaknesses of each potential channel. Consider factors such as market reach, channel partner expertise, alignment with your brand values, and the level of support required. A deliberate and informed choice can mean the difference between a thriving partnership and a costly misstep. And remember consider your direct vs. indirect strategy here too - don't try to build a channel if you can't commit to the sales model!

3. The Challenge of New Worlds: Entering New Channels Is Hard

Exploring a new universe in Dark Matter is no simple feat. The characters face unknown dangers, unfamiliar environments, and unforeseen complications. This mirrors the challenges businesses encounter when venturing into new channels. Too often we assume things will be "ok" when in fact we are entering a nightmare scenario - that's because we avoid the right approach which is PLAN TO FAIL FIRST.

Lesson: Entering a new channel requires careful planning, significant investment, and a willingness to adapt. Understand that the initial phases might be tough and that success often demands patience and perseverance. Equip your team with the necessary tools, training, and resources to navigate these new territories effectively.

4. Interconnectivity: Channels Must Work Together

The interconnected nature of the multiverse in Dark Matter highlights the importance of coordination and communication between different worlds. Each universe's events can ripple through others, creating a complex web of cause and effect.

Lesson: In channel strategy, fostering strong relationships and ensuring seamless communication between various channels is paramount. Create a cohesive ecosystem where each channel supports the others, sharing insights, resources, and feedback. This interconnectivity enhances the overall customer experience and drives greater success.

5. Adaptability: Stay Agile and Ready for Change

The characters in Dark Matter constantly adapt to new circumstances, technologies, and threats. Their survival depends on their ability to pivot and respond to the unexpected.

Lesson: In the dynamic landscape of channel strategy, staying agile is essential. Be prepared to adjust your approach based on market trends, customer feedback, and channel performance. Regularly review and refine your strategy to remain competitive and responsive to change.

Conclusion

Dark Matter offers a thrilling exploration of alternate universes, each with lessons that resonate in the world of channel strategy. By recognizing the abundance of channels, making careful choices, understanding the challenges of new ventures, fostering interconnectivity, and staying adaptable, businesses can navigate their channel strategies with the same resilience and ingenuity as the characters navigating the multiverse. Remember, in both worlds, success comes to those who are strategic, informed, and ready to embrace the unknown.