How To Spot a Winning Partner Program
First, consider the vendor's portfolio offering. Look for a broad, convergence-ready portfolio that ensures open systems interoperability. Determine if the products support all key communication protocols and if its systems are developed under accepted network standards. Explore the vendor's leadership position in solutions and applications and whether it has strategic alliances that complement your efforts.
Also important is the support a vendor provides, which falls into two categories: that which helps you serve customers and that which provides to your growing business as a partner. Product reliability should top the list. Vendor programs are also critical to maintaining healthy margins. Ask questions like: How many VARs are in your market? What is the margin potential? How comprehensive are the co-op programs for advertising ?
Last, find out what kinds of sales tools are available to you. Look for channel-friendly financing programs, proposal tools and marketing materials that are easily available. Vendor-sponsored seminars, workshops and conferences are also valuable for your sales people to learn and leverage the power of the manufacturer to help them close new business. And finally, it's important that a vendor listens to its partners -- your feedback is crucial to the health and growth of the business relationship.
Jan Burton is vice president of channel sales at Avaya.
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