Recruiting the Right Partners

April 3, 2009 at 5:53 pm Leave a comment

By Beth Vanni

Recruiting the right partners remains an age-old channel  management challenge.

Vendors have gotten increasingly more sophisticated at the “whys” and “hows” of recruiting over the years.  But the fact that nearly 50% of vendors surveyed in our 2009 State of Partner Program study indicated that recruitment represented a “very” or “somewhat” challenging issue in 2008 tells us there’s still progress to be made.

It seems that the current wrinkle around partner recruitment arises most in the context of the partner “quality versus quantity” issue.   Vendors struggle with providing adequate regional and industry coverage in their non-direct market segments while still ensuring that they’ve got focused, loyal and productive partners.   Value-based programs are becoming more the norm as vendors recognize and reward things like services delivery skills, net new business, marketing acumen and vertical expertise.   In fact, creating or enhancing a value-based program is a priority in 2009 for over 50% of this year’s survey participants.   As a result, the need to continue to reevalute, prune and recruit new partners to provide the desired value-add will undoubtedly increase.

The Amazon Consulting team views the partner recruitment process holistically, with a heavy emphasis on the pre and post-recruitment steps.   We see these steps as follows:

1.Define the coverage and capacity needs
2.Define your target partner profile
3.Define your performance and investment expectations
4.Create a clear business and economic proposition
5.Define roles for recruitment and outsource what’s not critical
6.Have a clear and sustainable on-boarding plan
7.Create staff accountability for long-term success
8.Create clear profiling and ongoing partner collaboration through automation

Join us for a webinar on this topic in April.

Effective Partner Recruitment,
Four Steps to Saving Everyone Time and Money

Thursday, April 23, 2009, 11:00am–12:00pm (Pacific)

Recording Here

Also:  Sophos Client Success Story

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Entry filed under: Partnering Tips. Tags: , , , , , , .

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