Guest Column | August 19, 2014

Channel Sales Vendor/Partner Relationships: What Vendors Want (Part 3)

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By Dede Haas, CA-AM, Channel Sales Strategist, DLH Services, LLC

Dede Haas, CA-AM, Channel Sales Strategist, DLH Services, LLC

It’s not love at first sight. It is all about the relationship between the vendor and the partner if a channel sales partnership is to be successful. A better understanding of what a vendor expects from a partner helps the solution provider make well informed and prudent business decisions that have a positive and profitable impact on their organization.

Read Part 1, “We wait by the phone but they never call,” and Part 2, “Do we really have to talk about business?”

PART III: "Marketing ... Why do we have to get dressed up?”

If you don’t think marketing is important now, you will have to change your tune when you are recruited by a vendor. Marketing may simply be dressing something up to make it look good, but it is very important to the vendor community.

Vendors put a lot of effort into creating marketing support programs to help their channel partners promote and sell their products and services. Programs such as marketing development funds (MDF), joint prospecting funds (JPF), and cooperative marketing funds (Co-Op) are provided by most vendors to their partners. Channel partners should look to these marketing plans as valuable benefits to joining a vendor’s channel program, especially if they do not have their own marketing manager or department.

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