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One of the last things you want to hear from partners is “why do you make it so hard to work with you?” That’s not evidence of a great partner experience. But what can you do about it? This episode’s guest knows all about that challenge. Crystal Ferreira, Global Head of B2B Channel & Alliances at Logitech, was on the receiving end of that scary news from partners. Hear how she succeeded in removing friction and built a world-class partner program, becoming a better vendor to their partners and customers.
KEY TAKEAWAYS
Here are five things you can do to be a better vendor to your partners:
- Speak with your partners to uncover their pain points, then build a partner program with a uniform global framework that removes points of friction. Allow for some regional differences in your program.
- Create tiger teams that focus on things like the processes, incentives, and enablement to identify opportunities to re-engineer for a better partner experience.
- If you have both consumer and B2B products, take a close look at pricing and if it’s creating direct versus indirect channel conflict.
- Offer partner enablement aligned to the specializations they want and need to be successful. Consider both technical product specializations as well as vertical industry.
- Listen to your partners, listen to your customers, and listen to your team to spot areas for improvement.
LINKS & RESOURCES
- Connect with Crystal on LinkedIn
- Read more about Logitech’s Partner Connect Program
- Hear how Honeywell was able to Simplify to One Partner Program
- Sign up for ImpartnerCon’24
- Try Impartner Partner Management
