For Australian SMEs building a reseller channel, a partner advisory council (PAC) can be a game-changer. It’s more than just a ‘nice to have’ – it’s a proactive strategy to optimise your channel performance and drive sustainable growth. Essentially, a PAC is a group of your most valuable resellers who provide regular, structured feedback directly to your leadership team. We’ve seen firsthand how effective these councils can be when implemented correctly.

Many businesses focus solely on transactional relationships with their resellers. A PAC shifts that dynamic to a collaborative partnership. It’s about recognising that your resellers are on the front line with customers and possess invaluable insights into market trends, competitive pressures, and what truly motivates buyers. Ignoring this intelligence is leaving revenue on the table.

Here are some key benefits we consistently observe:

• Enhanced Product Development: PACs provide early feedback on new product roadmaps, ensuring you’re developing solutions that genuinely meet market needs. This reduces the risk of launching products that don’t resonate and accelerates adoption.
• Improved Marketing Alignment: Resellers can critique your marketing campaigns, identifying what’s working, what’s not, and suggesting improvements to generate more leads for them. This collaborative approach boosts marketing ROI.
• Competitive Intelligence: Your resellers are constantly interacting with competitors. A PAC provides a structured way to gather insights into their strategies, pricing, and product offerings, allowing you to refine your own positioning.
• Increased Partner Loyalty: Simply *asking* for reseller input demonstrates that you value their partnership. This fosters stronger relationships and reduces churn – a significant cost saving.

Setting up a PAC doesn’t need to be complex. Start small with 5-8 of your top-performing resellers. Schedule regular meetings (quarterly is a good starting point) with a clear agenda focused on strategic topics. Crucially, act on the feedback you receive and communicate those actions back to the council. Transparency builds trust and reinforces the value of their participation. As you look towards 2026 and beyond, a strong reseller channel will be a key differentiator for many Australian businesses, and a well-managed PAC is a cornerstone of that success.

If you’re serious about maximising the potential of your reseller channel, we recommend exploring the implementation of a partner advisory council. The first step? Identify those key resellers who are genuinely invested in your mutual success and willing to contribute strategically.