Core Issues Every Channel Leader is Experiencing and How to Solve Them

This article was crafted in collaboration with Craig Booth, Founder of Channel Force Inc., an innovator in partner-sourced revenue models and GTM strategy. Craig has developed the first Revops-driven structured Performance Partnering Model and Toolset that turns the channel into a predictable and scalable revenue-generating engine.  In addition, he has authored two books, “The Partner Powered-Revenue Revolution” and “Channel Force,” and is recognized as a thought leader in partner ecosystems sales acceleration, RevOps planning, and strategy. 

Introduction

Channel leadership is critical to the success of partner ecosystems. With the right strategies, channel leaders can maximize revenue, foster strong partnerships, and ensure market relevance. However, many channel leaders struggle with common challenges such as ineffective revenue planning, inconsistent partner enablement, and inefficient use of resources. These issues, if not addressed, can hinder the growth and productivity of a channel program. This article delves into these core challenges and offers solutions to help channel leaders overcome them and drive success.

1. Ineffective Revenue Planning with Partners

Challenge: Traditional revenue planning methods often focus on superficial activities, such as events and account targeting, without a comprehensive strategy that aligns with both the partner’s and the company’s goals. This leads to inconsistent results and unmet revenue expectations.

Solution: Shift to a revenue operations (RevOps) driven approach. Instead of planning events, channel leaders should work with partners to build detailed metrics that guide revenue goals. This includes identifying the number of target accounts, sales engagements needed, and event participation required to meet these goals. A sophisticated RevOps approach ensures that both parties are aligned on the objectives and can track progress effectively.

2. Equipping Partners with a Robust Sales Play

Challenge: Many partners struggle to effectively sell a solution due to a lack of proper guidance and tools. This issue is exacerbated when the solution is new to the market or lacks significant brand awareness, making it difficult for partners to generate sales.

Solution: Provide partners with a comprehensive sales play that includes everything from market opportunity analysis to detailed sales scripts. This should involve clear instructions on account identification, scoring, campaign execution, and the sales pitch. By equipping partners with a step-by-step guide, they are better prepared to sell the solution, driving both their success and yours.

3. Ensuring Consistency in Partner Enablement

Challenge: Inconsistent processes across different channel account managers (CAMs) can lead to varied results, making it difficult to scale and measure success. Each CAM may have its own approach to enabling partners, which can create confusion and inefficiency.

Solution: Standardize the enablement process across all CAMs by shifting from product-focused enablement to strategy-focused enablement. This means not only providing training on the product but also offering a clear action plan for execution, complete with measurable goals. Implementing a consistent enablement strategy ensures that all partners receive the same level of support and guidance, leading to more predictable outcomes.

4. Addressing Partner Engagement and Activation

Challenge: Many channel programs suffer from a lack of active sellers, with only a small percentage of partners generating the majority of revenue. This inefficiency leads to wasted resources and missed opportunities.

Solution: Focus on activating individual sellers within partner organizations rather than recruiting new partners. By identifying and empowering active sellers, channel leaders can drive higher productivity with existing partners. This can be achieved by implementing a structured prospecting process that targets a select number of accounts, making it easier for sellers to focus their efforts and achieve better results. Additionally, gathering and analyzing prospecting data can help refine strategies and improve overall efficiency.

5. Streamlining the Role of Channel Account Managers

Challenge: Channel account managers are often overburdened with responsibilities, making it difficult for them to effectively manage partner relationships and drive sales.

Solution: Simplify the role of CAMs by setting clear, measurable goals focused on activating and supporting partner sellers. For instance, each CAM should be tasked with managing a specific number of active sellers and ensuring they have the tools and processes needed to track and support these sellers effectively. By focusing on key metrics such as the number of active sellers, account engagements, and deal conversions, CAMs can prioritize their efforts and contribute more effectively to the channel’s success.

Conclusion

Channel leaders face significant challenges, but they are not impossible to overcome. By adopting a strategic approach to revenue planning, partner enablement, and seller activation, channel leaders can overcome these hurdles and drive meaningful results. The key is to focus on efficiency, consistency, and measurable outcomes, ensuring that both partners and channel teams are aligned in their efforts.

Key Highlights:

• RevOps Driven Revenue Planning: Shift from traditional event-focused planning to a comprehensive RevOps strategy that aligns with both partner and company goals.
• Comprehensive Sales Play: Equip partners with detailed sales plays that include market analysis, account targeting, and sales scripts to drive success.
• Consistent Partner Enablement: Standardize the enablement process across CAMs, focusing on strategy over product to ensure consistent and measurable outcomes.
• Active Seller Focus: Prioritize activating individual sellers within partner organizations to improve efficiency and drive higher revenue without expanding the partner base.
• Streamlined CAM Roles: Simplify CAM responsibilities by setting clear, measurable goals focused on activating and supporting partner sellers.

By addressing these core issues, channel leaders can build stronger, more efficient partner ecosystems that can deliver consistent and scalable results.