3. You Think That You’ve Done Enough to Enable Your Partners
There’s a lot to be said for recruiting right-fit partners, building an incentives-rich partner program, and ensuring that your partners are skilled at selling your products. Putting those foundational elements aside, if your channel isn’t driving the revenue it should, marketing needs to be considered. Both buyers and buying preferences are changing. Over 65% of sales and marketing touch points are digital with 71% of buyers reaching vendor selection after that digital journey. According to Gartner, the typical buying group for a complex B2B solution involves 16 to 21 decision makers‚ each armed with four or five pieces of information they’ve gathered independently. How can you help partners navigate these marketing and sales challenges?
Instead: Partner enablement in today’s complex marketing and selling environment needs to be prescriptive, encompassing aspects of the new buyer journey such as persona-based messaging and helping partners build a strong online presence. Consider working with partners to understand their marketing and selling motions and get clear on what’s working and what may be lacking. An effective partner program should provide support for how buyers find and evaluate vendors and provide partners tools and resources to be competitive in marketing and converting leads for your products. A strategic agency partner can be an excellent resource to help your partners stay competitive online and create content to support the buyer journey.
Channel is a great opportunity for marketing and sales to work together to improve performance on both sides to create success for you, the partner and the customer. If you’re employing a generic, dated approach to working with partners, now is the time to rethink your strategy.
If you’re struggling to get partners engaged in your partner marketing programs, you are not alone. Yeager offers a FREE 30-minute consultation that can help you identify marketing services and support to keep your partners’ competitive.