To call the world of B2B software complex would be an understatement. It’s a constantly evolving ecosystem of solutions, vendors, buyers, and service providers, and often the path software takes from company to end user is anything but a straight line. For many B2B tech companies, that means developing symbiotic relationships with resellers who can help them extend their reach and also provide end users with a more “complete” solution (additional consulting, configuration, maintenance, support, etc.).
The ones who do this best are reaping significant benefits. As HubSpot VP Sales Peter Caputa explains, HubSpot’s channel program has been responsible for producing approximately 42% of the company’s customers and 33% of its revenue during the first half of 2014.
That said, the channel isn’t for everyone. Before you dive in head-first it’s important to do your research and answer several key questions to determine whether your product, business model, growth stage, target customers, motivations, and goals make investment in the channel a good fit for you.
Is Investing in the Channel Right for You? [Flowchart]
To help, we’ve developed the flowchart below. Start at the beginning and see where your answers take you. And if you’re interested in learning more about developing a successful channel program download our latest eBook, The Complete Guide to Channel Sales & Marketing.
Click below to enlarge
Free Channel Sales Assessment
You can also take our short interactive assessment created with help from our friends at SnapApp:
Free eBook: The Complete Guide to Channel Sales & Marketing
For more on leveraging channel partnerships download our new eBook. It’s a clear, actionable playbook for crafting a complete channel strategy, recruiting the right partners, and turning your program into a sustainable, scalable machine.
Photo by: Thomas Hawk