Rob Spee: 10 Channel Lessons Learned in 2021

In this year end special episode, I took a look back at all the knowledge shared by the awesome Channel Journeys guests in 2021. It’s always fun for me to listen to prior podcasts and remind myself of their advice that I can apply in my own role as channel chief. 

KEY TAKEAWAYS

Here are my Top 10 Channel Lessons from 2021:

1. No matter where you launch your company, have the international opportunity in mind from day 1.  Before building a channel in a foreign country, get in and land a few deals so you can attract the first partner.
2. When recruiting new partners, start with a business term sheet that lays out how you are going to work together. Make sure you have total alignment with a partner before signing or even negotiating the partner agreement.
3. It’s actually the customer that makes us money, not the channel. And If we’re going to work with partners to solve for the customer, then we have to ask, what role does the partner play to find the customer, to service the customer, to support the customer, and to engage with the customer? 
4. In this new remote world, we have to create our own downtime. Put sacred time on your calendar each day so you can go out for a walk, enjoy a coffee, mediate, or whatever. Don’t accept meetings during your sacred time, otherwise your colleagues will learn it’s not really sacred.
5. To build a successful, autonomous channel, share all the resources that your direct team has with all of your channel partners and let your partners do the bulk of the services work. 
6. To build a Referral Program that actually works, survey your partners to find out what you can do to help them grow their business. Then ceate a program that is super easy to join. And instead of simple cash rebates, get creative and reward partners with what they need to grow their business. 
7. Be flexibile in how you invest in each of your partners. Discounts and commissions may not motivate your partners. Develop a bespoke investment model that is business plan based. 
8. As a vendor, you can let customers purchase your SaaS on your paper while allowing the partner to take on the responsibility of deal negotiation, onboarding, activation, post-sales support, and contract renewals –  the entire customer lifecycle. That’s a recipe for partner and customer success.
9. When building a channel team for explosive growth, consider hiring an inside CAM for every field CAM to handle recruiting and onboarding. That let’s the field CAMs focus on growing a small number of strategic focus partners.
10. The most important lesson is summed up in one word: ecosystem. We’ve moved well beyond the old transactional channel and now have to build a diverse partner ecosystem to help our companies land new customers and drive customer success. 

LINKS & RESOURCES

• • Find Rob on LinkedIn and Twitter
  • Listen to Jay McBain: 10 Channel Predictions For 2022
  • Learn more about Allbound