Over the past few months, I’ve attended several partner events, and a consistent theme keeps emerging – everyone’s talking about AI. Not just as a product feature, but as a force reshaping what customers expect from their partners. And nowhere is that more evident than in the managed services space. For years, many MSPs built … Continued
Last month, I had the opportunity to be interviewed by Nick Verykios and Scott Frew on their ChannelTalks podcast. The topic was based on my earlier post “How’s that ‘100% Channel’ Strategy working for you?” and covered everything from the importance of customised channel strategies, to the need for defined profitability beyond margin (eg. services, … Continued
So many partner programs today look great on paper – neatly tiered, logically structured, and beautifully branded – but are completely misaligned with how partners actually do business. Vendors create elegant, structured frameworks, while partners build flexible, adaptive models that shift daily based on customer needs. The result is that partners have evolved faster than … Continued
Having spent over 30 years in this industry, I’ve seen some bad behaviour from partners. But to a large extent it’s often a reaction to bad behaviour from vendors. So with a surname like mine, it seemed kind of obvious that I take a leaf out of the Bible and lay down my 10 commandments … Continued
In my experience, the number one reason partner strategies fail isn’t anything inside the partner organisation itself – it’s something else within the vendor’s own business. Misalignment. Too often, partners aren’t embedded in the overall vision, mission, or strategy. Many vendors keep pouring money into expensive direct sales models (even when those teams underperform) yet … Continued
Ok, so you’re a vendor who’s “100% channel”. Great! But is it working for you? Because I meet a lot of vendors who say they have a “100% channel” model but still complain about lacklustre results from non-performing partners. If that’s you, my guess (based on having assisted more than 180 vendors over the last … Continued
In the competitive landscape of the IT industry, the effectiveness of a company’s channel strategy can be the difference between success or failure. Channel managers play a crucial role in driving revenue, expanding market reach, and fostering strong relationships with partners. Which is why it is so surprising to me that so many companies hire … Continued
In 2017 I wrote an article about 10 Lessons that Channel Managers could learn from Trump. Watching the Trump-Harris debate a few nights ago prompted me to think about that article, and see what we could learn from this debate. Firstly, I should say that while I’m not a Trump supporter, and believe that Harris … Continued
We are often asked by vendors about the value of a Partner Advisory Council (PAC). In this dynamic landscape of modern business, where collaboration is often touted as the key to success, we believe a well-run PAC can be a game-changer in shaping the partner relationship. In this article, we will explore the concept of … Continued
In the conventional partner-vendor engagement model, partnerships are measured and graded primarily based on revenue generated and certification level attained. This results in a tiered hierarchy, such as Gold, Silver, and Bronze. However, emerging technologies like Cloud and XaaS have shifted the dynamics of the partner-customer-vendor relationship. The largest partners may not always be the … Continued
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