Why should you have a strategic partner program?

If your go-to-market strategy involves selling only direct and you believe that is the best approach for you, then this post is not for you. BUT, if you realize you need a partner to bring your products, services, solutions to the market, then listen UP! In the B2B world, partners that sell on your behalf come in a few different flavors...distributors (typically stock as well), resellers, solution service providers, agents, OEM. In each of these areas, there are variations of partners. The key is to identify what YOUR company needs short term and then long term. In all cases, ANY company that associates with your company to 'sell' your stuff will want to understand what is in it for them? Time and time again, I have seen companies not knowing how to articulate the value of the partnership, never mind executing on it! What I have also seen (but very rarely) is when a company clearly thinks out their strategy and how partners link to it and then creates an environment & program that brings strong mutual value, there is no stopping the level of success they can achieve together! There are some 'simple' steps to follow to lay out how to begin such a journey. I look forward to chatting with you if this resonates. - Kathleen