ChannelVision Magazine

“Channel programs are an inte- gral part of a vendor’s success and there are a number of features that are important to solution providers, including deal registration, training and discount/rebate programs. But simplicity and consistency in those programs is critical because solu- tion providers want to ensure that their investments are protected and that the program can be easily ad- ministered,” said Curran. “It’s difficult to say there are any ‘deal breakers’ per se because every vendor and every solution provider has different goals,” he continued. “Overall, consistency and simplicity are critical to the success of most channel programs. The easier a program is to use and to navigate through, and the more communication that flows between distributors, vendors and solution providers, the more likely channel partners will be willing to invest.” Communication is key Perhaps the most important takeaway for vendors is to include partners in planning and strategy discussions. This is the best way to identify and address partner needs and to build desirable programs. “Partners have on-the-ground knowledge that cannot be matched elsewhere,” Sandler said. “They are sourced by enterprises and SMBs to solve their problems on a daily basis and can help vendors avoid critical mistakes in the marketplace or in their companies. And they can provide invaluable feedback and education by virtue of their real- world marketplace experience.”  “It’s important that the voice of a vendor’s partners be heard in the planning and development of chan- nel programs because ultimately the success of a program lies in the part- ners’ willingness and ability to partic- ipate in the program,” added Curran. “In many cases, solution providers have close relationships with the end customers and have a good un- derstanding of what they need to be successful with those customers. In addition, it’s important that all parties have a clear understanding of their roles and demands. For example, one vendor’s definition of an MSSP (managed security service provider) could differ greatly from another ven- dor. Distribution can play a key role in helping define solutions, customer segments and expectations to maxi- mize channel success.” As Peterson concluded, success is not guaranteed in today’s com- petitive business environment. “Time is scarce,” she said. “Re- sources are scarce. If we can work as a team to come up with plan to drive revenue, then we have a chance to win. A vendor that sets forth a quota and expects the part- ner to ‘just deliver’ is setting them- selves up for failure.” o channel management You thought we just made consumer products? Think again! The year 2018 marks Panasonic’s 100th anniversary and we have a rich history of engineering high-quality B2B products too. Allow us to reintroduce ourselves. We are a global leader in unified communications offering an unmatched portfolio of solutions for companies of all sizes – from hybrid to pure IP communication servers and SIP endpoints, plus a growing suite of robust applications. We have expanded our authorized reseller program to increase partner profitability and make it easier than ever to do business with us – with access to new tools and programs like deal registration, marketing development funds and rebate and incentives. We have teamed up with Panasonic Business Finance to allow you access to offer flexible leasing options for your customers. › Ready to take the next step or just want to learn more, contact us at (800) 220-4516 or visit panasonicpartnerportal.com . Think You Know Panasonic? THINK AGAIN. September - October, 2018 | Channel Vision 61