How to Recruit Channel Partners: Advice from Channel Leaders – Zift Solutions

How to Recruit Channel Partners: Advice from Channel Leaders

by Laz Gonzalez, Zift Solutions, February 19, 2021

To identify best practices for navigating the complex channel partner recruitment process, Zift Solutions talked with eight proven channel business leaders with varied professional backgrounds about their experiences. Together, they’ve:

• Built and sold agencies (and master agencies)
• Led large global channel operations
• Enabled channel management through specialized software-as-a-service (SaaS) platforms
• Successfully developed programs at “channel first” companies
• Successfully added channel programs at large firms with diversified go-to-market strategies

Ten tips for greater success recruiting partners emerged from these interviews.

“How to Recruit Channel Partners: 10 Strategies from #ChannelLeaders to Recruit #Partners that Produce!”

1. Steve Farmiloe of AppSmart discusses how to “Make It About the #ChannelPartner, Not Your Company and Its Products

2. David Beagle of Ooma, Inc. emphasizes finding “Ideal Channel Partner” Profiles in Advance

3. Dina Moskowitz of SaaSMAX Corp. explains “Don’t Underestimate the Value of Partner Profiling”

4. I, Michelle Ragusa-McBain of JS Group share how to find and build relationships with New Partners by “Fishing Where the Fish Are”

5. Jim Tennant of Talkdesk explains how to “Work with Distributors and Master Agents to Reach Top-Performing Sales Partners”

6. Stuart Skjerven of Mitel builds upon the old adage “You Snooze, You Lose – Follow Up with Leads Quickly”

7. Curt Allen of EagleTEQ Advisors adds, “Demonstrate How You Add Value to Your Sales Partners”

8. Stuart adds thoughts on how to “Prioritize Responsiveness to Build Trust and Keep Partners Engaged in Selling Your Services

9. Heather Tenuto, CRO of Zift Solutions reminds us to
Assess, Assess, Assess”

10. Know When to Say “No” to New or Further Investment in a Sales Partner

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