Top 10 Most-Liked Vendor Partner Program Elements

Channelnomics analyzed thousands of partner comments to identify the favorite features of channel programs.

IT vendors and channel partners work together to achieve shared goals. Although these partnerships come with challenges, they typically produce positive results for both sides, leading to strong partner loyalty.

Channelnomics conducts annual satisfaction surveys across different technology sectors, reaching out to partners globally to understand their experiences in working with vendors, their thoughts on channel programs, and the value they see in their market partnerships.

Over four years, we’ve gathered and analyzed thousands of partner responses and comments. Based on this analysis, we recently published the top 10 complaints partners have with their vendors. From this same data, we’ve identified the key elements that partners value most in vendor channel programs.

Below are the 10 features that partners consistently rate as most valuable in channel programs.

1. Clear and Well-Structured Program Design: Partners value programs that are easy to understand, with well-defined tiers or segmentation, benefits, and requirements that allow for predictable engagement. Channelnomics Note: A chief complaint from partners about channel programs is ambiguity in vendor expectations and workflow processes. Check Out: Most Important Channel Program Attributes in 2024
2. Competitive Discounts and Rewards: Financial incentives, including high margins, competitive pricing, rebates, and performance-based rewards, are highly appreciated for ensuring partner profitability. Channelnomics Note: In satisfaction and perception studies, partners generally say that better discounts and incentives lead to higher profitability that motivates them to sell more. However, financial incentives aren’t always the best motivator of partner performance. Check Out: Decoding Vendor Margins, Partner Profitability, and Total Economic Impact
3. Effective and Responsive Partner Support: Vendors that provide direct, engaged, and knowledgeable channel account managers (CAMs) and support teams help partners navigate challenges and maximize opportunities. Channelnomics Note: Across the satisfaction surveys, partners consistently rate CAMs as their top source of information and relationship troubleshooting. Check Out: Build the Route to Market That You Need
4. Easy-to-Use Partner Portals and Tools: Well-designed portals for deal registration, training, and marketing resources make it easier for partners to do business efficiently. Channelnomics Note: Vendors like to automate channel processes, but partners often complain that portals and other systems are too difficult to navigate or have limited functional value. Check Out: Best-in-Class Channel Management Systems
5. Strong Co-Branding and Marketing Support: Partners value vendors that offer high-quality, ready-to-use marketing materials, co-marketing opportunities, and lead generation programs. Channelnomics Note: Because partners have limited marketing expertise and resources, they rely on vendors to support and supplement marketing activities that lead to mutually beneficial outcomes. Check Out: Partners Want Vendors to Pick Up More of the Marketing Burden
6. Comprehensive Training and Enablement: Robust training programs, certifications, and enablement tools that help partners build expertise and differentiate themselves in the market are widely appreciated. Channelnomics Note: Partners want training that provides meaningful knowledge and skills to aid their go-to-market activities. They’re often frustrated by outdated and limited-scope training programs. Check Out: Channelnomics Foundational Partner Enablement Framework
7. Recognition and Reward for Performance: Partners appreciate vendors that recognize and reward their contributions through incentives, certifications, strategic growth opportunities, and award programs. Channelnomics Note: Partners respond to positive motivational incentives; the more positive feedback they receive, the more likely they are to invest their time and resources in selling vendor products and services. Check Out: Why Incentives Fail
8. Fair and Transparent Deal Registration: A well-managed deal registration system that protects partner investments and minimizes conflicts with other partners or direct-sales teams is a noteworthy program benefit. Channelnomics Note: Deal registration is a double-edged sword for partners. Many see it as a positive resource to protect their business development investments, while others see it as an opportunity for vendors to flip deals over to their direct-sales teams or to favored partners. Vendors need to make deal registration and rules of engagement as equitable and transparent as possible. Check Out: The Changing Face of Channel Conflict
9. Product Innovation and Roadmap Visibility: Partners favor vendors that provide advanced insight into product roadmaps, allowing them to align their business strategies accordingly. Channelnomics Note: Access to strategic plans and product development roadmaps is hugely important to vendors and partners; it allows partners to plan for product launches and helps vendors introduce new products to market quickly. Check Out: Crossing the X-Chasm
10. Ease of Doing Business: Simplified processes, minimal bureaucracy, and the ability to work collaboratively with vendors contribute to a smooth and efficient partnership experience. Channelnomics Note: Nothing influences partner behavior and performance more than ease of doing business (or the lack thereof). Our research finds that partners will invest more in a vendor that’s easier to do business with, even if the partnership is less profitable than one with more friction. Check Out: Ease of Doing Business: A High-Value Influencer

Channel leaders and program managers often examine what partners dislike about their programs and relationships to identify areas for improvement and change. However, it’s equally important to recognize and learn from the positives — the things partners like — when developing new channel programs and partnership initiatives. Our advice is to fix the things that are broken and capitalize on the things that work best.

For information about Channelnomics partner satisfaction and channel program development services, send e-mail to [email protected].

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