Not all partners are created equal – not in their performance and not in their commitment and engagement with you. If you are able to determine which partners fit which category or at least have a good idea of how many fit into each category, then you can allocate the necessary resources, marketing dollars, and support efforts to each.

However, just like not all partner organizations are created equal, the resources supporting them should have different remits. Channel sales managers covering high performers should focus on maintaining current momentum and supporting the initiatives both companies are collaborating on. It is less about selling to your high-performing partners, but rather keeping them engaged. You are responsible for ensuring your joint customers are successful.


High-potential partners have a lot of upside with the right effort (people, process, and systems). Target them for business planning sessions to outline the best way to realize joint success. That type of plan…

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