How To Build A Modern Partner Program
By Rob Spee, Channel Journeys Consulting
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Sandra Glaser Cheek VP Channel Sales, Ciena Headquarters Hanover, MD Year Founded 1992 Mission As a network strategy and technology company, we apply technology in the context of your world—working to activate your agenda and make a meaningful difference. Channel Experience 19 years |
"Why aren't partner programs keeping up with the times? Not only are we introducing new partner types into our ecosystems, but our existing partners are evolving, and they have multiple business models." - Sandra Glaser
The channel is experiencing rapid change and our classic partner programs are starting to look a bit dated. As technological innovation continues to disrupt the market, new types of partners are emerging. Partner programs must adapt and evolve to stay relevant in the modern partner ecosystem.
I discussed this partner evolution and why it's time for a modern partner program with Sandra Glaser Cheek on my Channel Journeys podcast. Sandra is the global VP of channel sales at Ciena where she launched a personalized partner program that adapts to any partner type or business model.
Key Take-Aways
- Partners need a personalized program. The one-size-fits-all approach no longer cuts it. Partners want a program that allows them to engage with you in different ways depending on the situation.
- A partner program based on joint business planning and rewards tied to achievement of joint targets provides flexibility and personalization.
- Program tiers are becoming a thing of the past. Instead, award incentives like Market Development Funds (MDF) based on the strength of your partner’s business plan and marketing proposal.
- As partner’s business models shift from transactions to services, enablement is becoming more important than cash incentives.
- Enablement typically used to mean standardized technical training, certifications, and specializations. Now partners want more personalized training and support.
Take Action - One Thing You Can Do Today
When assessing whether you need a new program or not, ask yourself the question "is my partner program really what is driving success or are there other factors?" And listen to the complete Channel Journeys podcast to learn more about Sandra and Ciena’s modern partner program.
About The Author
Rob Spee is founder and CEO of Channel Journeys Consulting and host of the Channel Journeys podcast. Rob applies his channel expertise to help clients create and execute channel strategies to accelerate revenue growth. His global channel experience spans from building channels at startups to vendors and distributors like Arrow, BMC, Carbonite, and SAS. Follow Rob on Twitter and LinkedIn.