We often hear from Australian SMEs wanting to build or optimise a reseller channel. A common question is: what do successful channel partners *actually* need from us to thrive? It’s more than just product and a margin. While those are table stakes, truly empowering partners requires a focused investment in resources that drive their sales and marketing efforts. Getting this right isn’t just about partner satisfaction; it’s about accelerating your revenue growth through a motivated and capable network.
Many vendors underestimate the support required. Partners aren’t simply extensions of your sales team; they’re independent businesses needing to build their own brand and customer base. Here’s what we consistently see separates the high-performing partners from the rest:
- Dedicated Marketing Funds & Co-op Programs: This is critical. Partners need budget to generate leads and close deals. Co-op marketing funds – where you match their marketing spend – are incredibly effective. Think joint advertising, email campaigns, or even sponsoring local events.
- Sales Enablement Content: Forget lengthy product manuals. Partners need concise, compelling materials tailored to different buyer personas. This includes pitch decks, case studies demonstrating ROI, competitive battlecards, and pre-written email templates.
- Lead Generation & Distribution: Don’t hoard all the leads! A consistent flow of qualified leads is a huge motivator. Implement a clear lead distribution process, ensuring partners receive timely and relevant opportunities. Consider a partner portal with lead registration and tracking.
- Training & Certification: Ongoing training isn’t a ‘nice-to-have’, it’s essential. Partners need to be experts in your solutions. Offer regular webinars, online courses, and even in-person workshops. Certification programs add credibility and demonstrate commitment.
Investing in these areas isn’t just about supporting your partners; it’s about building a scalable and profitable channel. We’re seeing a trend towards partners demanding more than just product discounts. They want a true partnership, where their success is directly linked to your investment in their growth. As we look towards 2026 and beyond, this expectation will only intensify.
If you’re serious about building a thriving reseller channel, start by auditing your current partner resources. Identify the gaps and prioritise investments in the areas outlined above. A well-equipped partner network is a powerful engine for growth, and the returns will far outweigh the initial investment. To discuss a tailored channel strategy for your business, reach out for a complimentary consultation.
