We often hear from Australian SMEs wanting to build or optimise a reseller channel. A common question is: what do successful channel partners *actually* need from us to thrive? It’s more than just product and a margin. While those are table stakes, truly empowering partners requires a focused investment in resources that drive their sales and marketing efforts. Getting this right isn’t just about partner satisfaction; it’s about accelerating your revenue growth through a motivated and capable network.
Many vendors underestimate the support required. Partners aren’t simply extensions of your sales team; they’re independent businesses needing to build their own brand and customer base. Here’s what we consistently see separates the high-performing partners from the rest:
- Dedicated Marketing Funds & Co-op Programs: This is critical. Partners need budget to run local campaigns, attend industry events, and generate leads. Co-op programs – where you match their marketing spend – are particularly effective. Think beyond just logos on brochures; consider joint webinars, targeted digital advertising, and even funding for local workshops.
- Sales Enablement Content – Tailored for Australia: Generic global content doesn’t cut it. Partners need sales presentations, case studies, and product demos specifically relevant to the Australian market. This includes addressing local regulations, competitor landscapes, and customer pain points.
- Lead Generation & Distribution: Don’t hoard all the leads! A consistent flow of qualified leads is the lifeblood of any reseller. Implement a clear lead distribution process, ensuring partners receive timely and relevant opportunities. Consider tiered lead allocation based on partner performance.
- Training & Certification: Ongoing training isn’t a ‘nice-to-have’, it’s essential. Partners need to be experts in your products and solutions. Invest in comprehensive training programs, ideally with certification levels, to demonstrate their competence to customers.
Looking ahead, we anticipate increased demand for partners who can deliver complete solutions, not just individual products. This means providing resources to help them integrate your offerings with complementary technologies and services. Investing in these areas now will position your channel for success, not just in the current market, but as we move towards 2027 and beyond.
The key takeaway? Successful channel partnerships are built on mutual investment. If you’re serious about growing through a reseller network, prioritise providing the resources your partners need to win. To understand where to focus your initial investment, we recommend conducting a partner needs assessment – a simple survey can reveal significant opportunities to improve engagement and drive sales.
