Many Australian small and medium enterprises see channel partnerships – working with resellers, distributors, or other businesses to sell their products or services – as a ‘nice to have’. However, when structured correctly, they’re a powerful engine for revenue growth. We consistently see businesses significantly accelerate their sales trajectory through effective channel programs. But what truly makes these partnerships deliver?
It’s not simply about signing agreements. It’s about building mutually beneficial relationships that actively drive demand. Here are some key elements we focus on with our clients:
- Lead Distribution & Management: A clear system for sharing qualified leads is critical. Partners need opportunities, and you need to ensure those leads are followed up on effectively – by both parties. We often implement shared CRM access or dedicated lead routing protocols.
- Partner Enablement – Beyond Training: Training is important, but enablement goes further. It’s about providing partners with the sales tools, marketing collateral (co-branded materials are fantastic), and even dedicated support to confidently position and sell your offering. Think ‘sales kit in a box’.
- Performance-Based Incentives: Commission structures are standard, but consider tiered rewards, spiffs (short-term incentives), or even market development funds (MDF) to encourage partners to prioritise your products. This creates a direct link between their effort and their reward.
- Joint Marketing Activities: Don’t expect partners to do all the heavy lifting. Invest in joint webinars, events, or digital marketing campaigns. This demonstrates your commitment and expands your reach to their customer base.
A common mistake is treating all partners the same. Segmenting your channel based on their capabilities and target market allows you to tailor your support and incentives for maximum impact. For example, a specialist IT reseller will need different support than a general business solutions provider.
Ultimately, successful channel partnerships aren’t about simply adding more points of sale. They’re about extending your sales reach, leveraging partner expertise, and creating a collaborative ecosystem that drives consistent revenue growth. If you’re serious about scaling your business, a well-defined channel strategy should be a priority. We recommend starting with a channel partner assessment to identify the right partners and build a program designed for success.
