The Channel Is Broken: Coro’s New Partner Program Fixes It
There’s no shortage of opportunity in today’s channel, but getting there isn’t always easy. Outdated programs, complicated processes and a lack of support can make it tough for partners to grow. That’s why Coro took a closer look at where partners are running into roadblocks and what can be done to fix them.
In this CRNtv interview, Sydney Neely speaks with Coro CEO Joe Sykora about what the company uncovered, and how Coro Compass is helping partners build more predictable, profitable businesses.
What’s Broken: Key Insights From Partner Research
Sydney: What are some of the biggest gaps or areas where partners feel like they’re being left behind?
Joe: The market is definitely interesting right now. I think we’ve all gone through a lot of challenges since COVID, and partners are seeing a lot of different things. They’re seeing manufacturers start to sell in a mixed model—both indirect and direct—and that’s always a bad combination.
There are manufacturers changing the game midstream. Partners have built their businesses around a certain model, and then suddenly it changes, which forces them to adapt. We all need great tech and have to make sure we’re servicing the end users our partners support—but they also need stability, predictability, and margins. They need help operationalizing the business behind it.
We haven’t even talked about enablement yet, and that’s another key area. You need a simple solution and a straightforward way to engage with the manufacturer.
Fixing the Gaps: How Coro Compass Reimagines the Partner Experience
Sydney: What was the driving force behind building Coro Compass, and how does it flip the script on the traditional model?
Joe: We’ve got a long history of channel professionals here. All of us knew what partners wanted—and that was reinforced by partner advisory councils and surveys. We just listened to the partner. I know that’s quite the concept: ask the partner what they want and then deliver. It’s as simple as that.
At Coro, we decided to build a new program focused on simplification. We removed the hoops and created a straightforward structure where partners know exactly what they’re earning. They get protection both upfront and on renewals, so they can build a predictable business around Coro. That was the driving motivation.
The part about flipping the script is actually being able to deliver on that promise. Not all manufacturers are in a position to say, “We’re going to guarantee margins for partners.” That’s a very difficult thing to do. At Coro, we’re fortunate. We got board and executive buy-in to move forward with it. So that’s what we’re doing.
The Future of Partner Success: Growth, Differentiation and What’s Next
Sydney: How are you seeing partners use Coro Compass to win in today’s competitive market?
Joe: Everything is crowded and very competitive. I think we win by delivering a product and solution set that’s unlike anything else on the market. This is purpose-built for SMBs. It’s not an enterprise product we’re trying to scale down. It’s a simple solution with a single pane of glass, easy installation and a price point that, honestly, no one else can touch.
You combine that with the training, the program and, more importantly, the predictable margins. We’re guaranteeing that for partners and locking them in. We’re also protecting them. We have a deal registration program and incumbency on renewals. So once a partner is in and they sell Coro, they’re protected.
It’s a predictable, reliable stream of margin they’re going to receive on a yearly basis. That’s about the best I could deliver. And if I’m a partner out there, that’s exactly what I want.
To learn more, visit Coro.net/partners.