Congratulations! You have a channel marketing program that allows third parties to do the hard work of selling your product or service while you focus on what you do best — developing your product or service.
Compared to traditional business expansion and growth models, channel marketing can be a faster and more efficient method B2B businesses can use to grow sales. It's typically more cost-effective to achieve the same reach by allowing local partners to amplify your brand. The truth is, your marketing department probably doesn't have the resources to test out all of the different marketing strategies that your channel partners can explore and activate.
However, there can be some challenges with growing and maintaining a successful channel marketing program. Whether you utilize retailers, dealers, distributors, sales representatives, resellers, or affiliates, your channel partners typically wear many hats and have many other priorities besides marketing your brand.
Therefore, we’ve put together five tips for upgrading your channel marketing program to maximize scale and minimize your partner’s marketing burden.