Getting the communication frequency right with your reseller partners is a delicate balance. Too little, and they feel unsupported and lose momentum. Too much, and you risk overwhelming them, diminishing the impact of important updates and potentially annoying them. We’ve seen countless Australian SMEs struggle with this, impacting channel sales and partner loyalty. It’s not about a ‘one size fits all’ approach; it’s about understanding partner needs and tailoring your touchpoints.

Here’s what we’ve found works best, based on analysing successful reseller programs across various industries.

• Segment your partners: Not all partners are created equal. High-performing, committed partners need more frequent, strategic communication than those just starting out or with lower sales volumes. Consider tiers – Platinum, Gold, Silver – and adjust frequency accordingly.
• Weekly ‘Pulse’ updates: A short, sharp email or message each week is generally well-received. This isn’t a detailed newsletter, but a quick summary of key wins, new leads generated through marketing activities they can follow up on, and any urgent product updates. Think ‘headline news’ rather than a comprehensive report.
• Monthly Business Reviews (MBRs): For your key partners, a monthly MBR is crucial. These should be collaborative sessions, reviewing performance, identifying opportunities, and planning joint marketing activities. These are best done via video call to build rapport.
• Campaign-specific bursts: When launching a new product or running a promotion, increase communication frequency *temporarily*. Provide partners with all the resources they need – sales collateral, training materials, co-branded marketing assets – and keep them updated on campaign performance.

Don’t underestimate the power of proactive communication. Regularly asking for partner feedback – through surveys or direct conversations – will help you refine your approach and ensure you’re delivering value. We’ve found that partners appreciate transparency and a willingness to listen. As you look towards 2026 and beyond, remember that a strong reseller channel is built on strong relationships, and consistent, relevant communication is the cornerstone of those relationships.

To optimise your partner communication, start by mapping out your current touchpoints and identifying areas for improvement. A simple audit will reveal where you’re over-communicating and where you’re falling short. Then, implement a segmented approach and track the results – partner engagement, sales performance, and overall satisfaction.