We often get asked by Australian SMEs why some channel partners – resellers, in this case – consistently deliver far better results than others. It’s rarely about luck. While market conditions certainly play a role, the difference usually comes down to a focused set of behaviours and investments. It’s about building a genuine, value-driven relationship with both you, the vendor, and, crucially, their end customers.

Here are the key factors we see driving reseller success:

• Proactive Lead Generation: Top resellers don’t wait for leads; they actively seek them out. This means investing in their own marketing activities – content creation, local events, targeted digital advertising – to build a pipeline independent of your efforts. They understand that a healthy pipeline is the lifeblood of consistent growth.
• Specialisation & Vertical Focus: Generalists struggle. Resellers who deeply understand a specific industry or customer segment – for example, healthcare or small business accounting – can position your solutions more effectively and demonstrate a higher level of expertise. This builds trust and justifies premium pricing.
• Value-Added Services: Simply reselling a product isn’t enough. Successful partners offer complementary services like implementation, training, ongoing support, and customisation. These services increase customer lifetime value and create a stronger competitive advantage.
• Dedicated Sales & Technical Resources: A reseller with a dedicated team – even a small one – focused on your products is far more likely to succeed than one where your solutions are an afterthought. This team needs both sales expertise and the technical capability to properly demonstrate and support the offering.

It’s also important to remember that channel marketing isn’t a ‘set and forget’ activity. Regular business reviews, joint marketing planning, and ongoing training are essential to keep partners engaged and performing. We’re seeing a trend towards more collaborative marketing funds in 2026, where vendors and partners co-invest in campaigns based on agreed-upon KPIs.

Ultimately, consistently outperforming resellers treat your partnership as a core part of their business, not just another product line. If you want to improve your channel performance, focus on identifying and empowering those partners who demonstrate this commitment. A simple first step is to analyse your current reseller base and identify the top 20% – then, understand *exactly* what they’re doing differently.