Executing Your Channel Strategy: From Blueprint to Success
Phil Knight, the co-founder of Nike, once stated, “Execution is everything. It’s the last 95 percent of the equation.”
In our previous instalments, we explored the foundations of channel strategy and the importance of focus in your approach. Now comes the exciting part—turning your vision into reality by building, launching, and nurturing a channel program that delivers sustainable results.
For modern B2B technology businesses, execution is where most channel initiatives succeed or fail. Let's dive into the critical elements that separate thriving channel programs from those that struggle to gain traction.
Finding Your Perfect Partners
Not all partners are created equal. The most successful channel programs are selective, focusing on quality over quantity.
Start by developing detailed partner profiles that align with your business objectives. Are you looking for volume resellers who can move product quickly? Technical specialists who can support complex implementations? Industry experts with deep vertical knowledge?
In broadcast and professional video technology, this might mean prioritizing systems integrators with proven expertise in specific workflows. For SaaS businesses, it could mean focusing on consultants who understand particular business processes or industry challenges.
Your recruitment strategy should be deliberate and targeted. Rather than casting a wide net, identify potential partners that match your profiles and approach them with a clear value proposition. Remember, the best partnerships are mutually beneficial — be prepared to articulate not just what you need from partners but what you can offer them.
Building a Program with Structure and Clarity
Partners crave clarity and predictability. A well-structured program provides a clear roadmap for engagement and growth.
Tiered partner programs (often labelled Silver, Gold, Platinum, or some other similar designation) create a growth path that rewards commitment and performance. Each tier should offer incremental benefits while setting appropriate expectations for partner investment and activity.
Your program structure should include:
Clear requirements for each tier, such as revenue targets, certified staff, or marketing commitments
Corresponding benefits that scale with partner commitment, from margins and discounts to marketing support and lead sharing
Transparent guidelines for advancement between tiers and maintaining status
The most effective programs balance accessibility (making it relatively easy to join at entry levels) with exclusivity (ensuring top tiers represent genuine achievement and commitment).
Equipping Partners for Success
Even the most enthusiastic partners can't succeed without proper enablement. Your channel program must provide the tools, resources, and knowledge partners need to effectively represent your solutions.
Sales and marketing enablement is foundational — partners need compelling materials that help them tell your story. This includes presentations, case studies, proposal templates, and campaign materials tailored for partner use.
Technical enablement is equally crucial, particularly for complex solutions. Training programs, certification paths, and access to technical resources ensure partners can confidently implement and support your technology.
A robust partner portal can serve as the central hub for these resources, providing on-demand access to everything partners need. The best portals also facilitate key operational processes like deal registration, incentive management, and performance tracking.
Communication: The Lifeblood of Channel Relationships
Channel partnerships thrive on communication. Regular, transparent exchanges build trust and keep your solutions top-of-mind. And ‘mindshare’ is all that matters here.
Establish multiple communication channels to maintain connection:
Regular cadence calls between partner account managers and key partner contacts
Webinars and training sessions for product updates and new capabilities
Newsletters and updates that highlight success stories and opportunities
Partner advisory councils that provide a forum for feedback and collaboration
The most successful channel programs make communication bidirectional. You're not just pushing information to partners—you're actively listening to their feedback, challenges, and ideas.
Measuring What Matters
You can't improve what you don't measure. Effective channel programs define clear metrics and KPIs to track progress and identify opportunities for enhancement.
Look beyond basic revenue figures to develop a comprehensive view of partner performance and program health:
Partner-sourced revenue tracks business that partners initiate independently
Partner-influenced revenue measures deals where partners play a supporting role
Customer satisfaction scores for partner-led implementations
Partner engagement metrics like portal usage, training completion, and marketing activity
Partner satisfaction through regular surveys and feedback mechanisms
These metrics should drive regular review sessions, both internally and with partners themselves. Use the data to recognize high performers, identify partners needing additional support, and refine your overall program strategy.
Continuous Improvement
The most successful channel programs are never truly "finished." They evolve continuously in response to market changes, partner feedback, and business objectives.
Schedule regular strategic reviews of your channel program, ideally quarterly and annually. These sessions should examine both quantitative metrics and qualitative feedback to identify opportunities for refinement.
Be willing to make bold changes when necessary. Sometimes, a program element that worked well initially becomes less effective as your market or partner ecosystem matures. The ability to adapt quickly is a hallmark of sustained channel success.
The Journey Continues
Building a successful channel program is not a destination but an ongoing journey. The technology businesses that excel in channel sales approach it with patience, commitment, and a willingness to invest in partner success.
By thoughtfully defining your partner profiles, creating structured programs, enabling partners effectively, maintaining open communication, measuring performance, and continuously improving your approach, you create the foundation for channel relationships that deliver value for years to come.
Remember that in channel development, consistency often trumps brilliance. A good program executed with unwavering commitment will outperform a perfect program implemented sporadically every time.
Now it's time to take the next step on your channel journey. Whether you're just beginning or looking to elevate an existing program, focus on execution excellence—it's where The Channel Sherpas can support you in taking channel strategies from promising concepts into powerful business success drivers.