Many Australian SMEs using a reseller channel find themselves spreading support too thinly. Treating all partners the same simply doesn’t work. To really accelerate growth, we need to segment your reseller network and tailor support accordingly. This isn’t about favouritism; it’s about maximising return on investment from each partner tier.
Effective partner segmentation isn’t complex, but it requires honest assessment. We recommend focusing on a few key criteria to create meaningful groups. Here’s how we approach it:
- Revenue Contribution: This is the most straightforward. Identify your ‘Platinum’ partners – those generating significant revenue – your ‘Gold’ partners with solid, consistent performance, and ‘Silver’ partners who are newer or lower volume. Revenue isn’t just current sales; consider potential for growth.
- Market Specialisation: Do some partners focus on specific industries or customer types? A reseller deeply embedded in the healthcare sector, for example, needs different support than one targeting small business. Tailor your messaging and sales enablement materials to their niche.
- Engagement Level: How actively do partners participate in training, marketing campaigns, and lead sharing? Highly engaged partners are more likely to succeed and deserve increased investment. We often see a direct correlation between engagement and sales velocity.
- Strategic Alignment: Some partners might be a perfect fit for a new product launch or a specific market expansion. Identifying these strategically aligned partners allows you to focus resources where they’ll have the biggest impact.
Once segmented, support should be tiered. Platinum partners might receive dedicated account management, joint marketing funds, and exclusive early access to new products. Silver partners might benefit from online training modules and regular email updates. Gold partners fall somewhere in between. Remember, the goal is to provide the *right* level of support, not necessarily the *same* level.
Don’t set and forget this. Regularly analyse partner performance – at least quarterly – and adjust segmentations as needed. As your business evolves, so too will the needs of your reseller network. By investing in targeted partner support, you’ll see increased sales, stronger relationships, and a more profitable channel program heading into 2026 and beyond. Your next step should be to map your current partners against these criteria and identify opportunities for immediate improvement.
