The Channel Post

I never thought I’d utter these words to my fellow Channel Marketers but I think it’s time to give in a little to your channel sales reps demands. Yes, for years we’ve had to be the gatekeepers and enforcers of program requirements and we dole out precious MDF funds to partners. And, gasp! we even ask for ROI on MDF investments. We’ve pushed back on special deals that would put other partners at a disadvantage or that push right up against that ole Robinson-Patman Act. Bravo for doing such a great job! But current market and economic conditions call for a little more collaboration (well, you giving in actually) with your sales brethren.

Sales management sets the quota, sales reps work like the dickens to meet their quota. But these days making the quota is just plain hard. Your reps are probably getting quite creative and have probably ratcheted up the pressure on you to give them more money and more incentives.

As a Channel Marketer, we’ve all been told one time or another that “you’re creating barriers to sales!” While I’m not advocating giving up the farm just yet, I do believe there are some areas that Channel Marketers can be a little more flexible in the short-term. Here are some thoughts and ideas:

1. Add an extra 30 days to meet compliance requirements for new partners.
2. Consider moving a few of your “emerging or niche” partners to the next higher level in your program.
3. Loosen up your deal registration minimum deal size. Getting a foot in the door is more important than trying to win that one big deal. The future revenue potential could be significant across multiple new customers.
4. Jump start MDF for individual partner activities – out of the box ideas that fall outside “published MDF guidelines”. Come up with ways to engage/motivate your reps and partners for creative lead generation ideas. Hold the ground on that golf tournament unless every participant has agreed to a P.O. after the 18^th hole!

Happy collaborating!!