Creating a GREAT CHANNEL STRATEGY - 7 KEY POINTS to Get Right | Dose 037

Описание: What aligns interests best in a channel sales strategy? Get pro tips from an expert.
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A good channel partner sales strategy can do wonders for your startup’s GTM and ability to scale. However, many founders fail to execute a successful startup channel partnership. In this Dreamit Dose, Mel Shakir asked Evan Blair to share key lessons learned leading global channel sales and partner programs at ZeroFox, Accuvant, and Ciphent over the past decade. Evan offers several channel partner sales tips to help you build relationships with collaborators that are truly mutually beneficial. His channel partner sales advice can apply to value added reseller startups, broader startup channel partners, and even channel partner marketing. Remember, effective channel partner sales channels need input - the proper energy and environment to grow. A strategic partner strategy that does not create or enable shared value will almost always fall short of this mark. Worse yet, when poor sales outcomes are unknowingly driven by insufficient inputs or founder effort, your team may decide to abandon the channel partnership strategy altogether. The good news is that many of these misalignments are easy to fix. Founders with strategic partner startups or value added reseller go-to-market models - this one is for you. That’s the key to channel partner strategy for startups in a short 10-minute Dose!

0:00 - Intro
0:38 - Rhetorical Questions to Guide Channel Sales
0:57 - Are You Looking for Market Makers or Market Takers?
1:31 - What's Your Ideal Partner Profile?
2:58 - Can You Invest the Time and Resources Needed?
3:25 - Bringing Deals to Partners
3:52 - Do the Sales Dirty Work
4:36 - Sales Performance Incentive Fund (SPIF)
5:38 - Channel Account Managers (CAMs)
6:32 - Dedicated Sales Engineers (SEs)
7:21 - Quarterly Business Reviews (QBRs)
7:56 - Takeaways
8:40 - Outro