How To Build a Channel Partner Program

Peter Ganza, director of marketing at Magentrix, recently sat down with our resident channel coach, Paul Bird, to answer some of the most common questions individuals have been asking online. ‍

How to build a channel partner program?

Paul Bird: “We could dedicate a whole segment and a couple hours to that all on its own. Building a channel partner program is not an easy process. 

The first thing you have to do is define the goals of what you want to accomplish. You have to understand who the purchaser, who the end-user is, of your offering. Then, which partners are ideally-suited to represent you in the best light. 

When you’re looking at all of the different capabilities and tactics that you would use to bring a product to market through your channel - that’s what develops the core components of your channel partner program. 

There’s not a quick and easy answer on how to build a program. It really is specific to your business, your vertical, your industry and what results you’re looking for from having a third party deliver your product to the end-user.”

Channel partner program, the tenth frequently asked channel question on Google, is by far the most difficult question to answer. In this ten-part series of questions and answers we started with the top asked questions such as what is a channel partner and what is channel sales. 

As Paul stated above, it’s important to understand the basics of ‘who’ and ‘what’ any channel program is for in order to develop and agree to the goals.

Do you have anything to add to this topic? Feel free to share and comment below. What does your definition of how to build a channel partner program look like?