Many Australian SMEs see reseller programs as a great way to expand their reach, but too often they hit a ceiling. What separates a program that limps along from one that genuinely scales? It’s not just about finding more resellers; it’s about building a program designed for growth from the outset. We’ve seen firsthand what works – and what doesn’t – over the last decade, and it comes down to a few key elements.
Firstly, programmatic enablement is crucial. This isn’t just providing a product datasheet. It’s a structured, ongoing process of equipping resellers with the sales, marketing, and technical knowledge they need to succeed. Think modular training, co-branded marketing materials they can easily customise, and dedicated support resources. The more self-sufficient your resellers are, the less strain on your internal team as you add more partners.
Secondly, tiered incentives drive performance and encourage resellers to invest more in your products. A simple, flat commission structure quickly loses its appeal. Instead, reward higher levels of sales volume, marketing activity, or customer acquisition with increased margins, marketing development funds, or exclusive access to new products. This creates a virtuous cycle of growth.
Thirdly, lead distribution and management needs to be carefully considered. Resellers need qualified leads to convert. A well-defined system for sharing leads – based on territory, specialisation, or performance – is essential. Equally important is a clear process for managing lead follow-up and ensuring no opportunities fall through the cracks. Investing in a Partner Relationship Management (PRM) system can automate much of this, especially as your program expands.
Finally, and often overlooked, is performance analytics. You need to track key metrics – like reseller sales, deal registration rates, and marketing engagement – to identify what’s working and what’s not. This data allows you to refine your program, optimise incentives, and provide targeted support to underperforming resellers. Looking ahead, we anticipate that data-driven insights will become even more critical as competition intensifies in 2026 and beyond.
A scalable reseller program isn’t just about adding partners; it’s about empowering them to sell more, more efficiently. If you’re serious about channel growth, start by assessing your current program against these principles. A small investment in these areas now will pay dividends as you scale your reach and revenue.
