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Partner Problems – 5 Common Challenges Channel Networks Face

• 2 min read

Five common complications faced by channel partner network managers, and how to avoid them

Partner channels provide a cost-effective way to globalize your business by pairing with aligned organizations to sell products and services. However, these partnerships can present challenges that must be addressed to ensure a mutually beneficial relationship.

Docebo’s newest publication, “Powering Partner Performance Through Channel Training” explores challenges in enabling channel partners and provides a number of solutions meant to increase the likelihood of a profitable partnership. The excerpt below reveals five key difficulties faced by channel partner networks. Download the full report to learn more about these difficulties and how you can overcome them.Even though 80% of companies utilize partner channels for some portion of their revenue, 65% of CMOs report feeling overwhelmed in managing these growing networks. Channels members have their own difficulties as well, often struggling with onboarding issues, portal access, certifications and a host of other problems holding the partner back.

The five challenges of channel partner networks

1. Protecting the brand

Partner channels need the right knowledge, materials, skills and processes to be good brand ambassadors. This can be difficult because of the added challenges partner channels can bring, with some networks spread across hundreds of organizations around the globe. Having a centralized source of product knowledge can be critical to ensuring brand protection.

2. Engaging channel partners

Organizations can’t simply deliver one time training and expect the partnership to move smoothly. Channel partners not only need marketing material, product training and incentives to be motivated to move your products, but they also need a constant source of engagement to maintain motivation. Leveraging gamification and certifications to incentify and recognize performance are strategies many companies find very successful.

3. Managing growing networks

Managing partner channels across the globe can be a difficult and expensive task. Businesses need to stay on top of channel partner growth, lead generation and registration, training and many other aspects of the relationship. Having a way to track training completion and competency helps provide security that this growing network is fully enabled.

4. Preventing partner conflicts

With multiple partner channels selling the same product or service, conflicts are inevitable without the right procedures in place. Organizations need to prevent conflicts and unnecessary competition amongst channel partners. Providing each partner with a custom domain for their training and communication can mitigate the risk of conflict.

5. Evaluating partner success

Just like any aspect of sales, partner channels need to be continually evaluated to make sure you’re reaching your goals. Organizations need detailed data delivered in a user-friendly format to pinpoint weaknesses within the sales, marketing, or customer support chains.

Download the full report now to learn more about these challenges and to discover solutions that help ensure strong channel partnerships.