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Partner Communication: Road to Improved Channel Sales

Partner Communication
Effective partner communication helps you build strong relationships with channel partners and enhances your channel ecosystem with improved productivity and higher sales numbers. Putting in the legwork is an absolute necessity to keep your channel network healthy. Here are some ways you can use partner communication to skyrocket your sales:

Customize Your Messaging

Channel managers tend to send the same message to the entire partner network because they think it is an efficient way to communicate with partners. However, this leaves partners to sift through a string of messages to find the relevant one, which can be frustrating and lead to a waste of time. Make your messaging role-specific. Find out the objectives of your message before sending out any form of communication. Determine what kind of messaging you want consistently delivered to your partners, what kind of channel partner profiles you are targeting, and what action you want the partners to take after they read your messages. Your messaging should enable your partners to sell better. Access your partners’ changing needs, understand their issues, and build strategies that result in success.

Choose the Right Communication Channel

Emails may not be the best way to communicate with partners across the world. In this case, messages might get lost, accidentally deleted, and in the end, partners may just resort to getting on calls to retrieve documentation. This can create a gap between you and your partners and vendors. Administrative errors may even result in deals getting dropped. Employing an advanced PRM tool or partner portal can help you manage multi-user communication with your partners. PRM tools can help you keep all of your conversations in one place and make sure that your relationships with your partners don't change.

Communicate at the Right Time

You must make sure that your partners are not kept in the dark, nor are they bombarded with too much information too frequently. A solid channel partner communication strategy will help you outline and find an ideal frequency and repetition for messaging so your partners receive relevant information at the right time. Modern PRM solutions can help you increase partner interactions through content that adds value and is easy to share. They will also provide you with insights on what kind of content your partners interact with the most. Partners can pin the content they like on their personalized dashboards and remain updated on all the resources you add. Real-time content sharing and engagement can enable your partners to go the extra mile to get the sales you expect.

It’s All About Remaining Connected with Partners

Channel relationships require involvement to be enabled. This interaction is driven by the correct content, tools, and precise information about your products, customers, and regions. Maintaining and constantly strengthening relationships with channel partners is critical for increasing sales and revenue, increasing market share, and boosting your bottom line.

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Partners can acquire the new Specializations by showcasing a combination of product and sales expertise through customer wins and a go-to-market strategy. 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Prospective customers will also be able to search partner experts in Partner Finder based on the current Specializations. Unlock new revenue opportunities:Each Specialization addresses a pressing customer need that presents a large, untapped market opportunity and high year-over-year growth. Earn benefits to grow ServiceNow practices:ServiceNow will offer additional benefits for partners to build and grow their business through invitation to the ServiceNow Partner Advisory Council to ensure their needs and counsel are being addressed across the broader ServiceNow ecosystem. Qualifying partners will also have access to ServiceNow co-marketing programs and the ServiceNow Partner Development Fund announced last January. The program is launching with three Specializations, Service Operations, Serve the Customer and Power the Employee, that present large market opportunities with high year-over-year growth and a large total addressable market (TAM). All Specializations can be obtained at the regional and global level as well as two levels of achievement for further differentiation. Additional Partner Specializations are expected to be launched in 2024. The three Partner Specializations are expected to be available for partners to obtain starting in ServiceNow’s second quarter of 2024. Many partners have already expressed their feedback on the importance of the ServiceNow Partner Specializations including: Jason Rosenfeld, Senior Vice President at Cask: “ServiceNow’s new Partner Specializations offer an opportunity for Cask to showcase our unique consulting expertise and change management solutions to drive digital transformation across enterprises. Program updates like subsequent badging and product line achievements provide greater reach and visibility with organizations looking for the best partner to meet their specific needs. 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Our cloud-based platform and solutions help digitize and unify organizations so that they can find smarter, faster, better ways to make work flow. So employees and customers can be more connected, more innovative, and more agile. And we can all create the future we imagine. The world works with ServiceNow™. For more information, visit: www.servicenow.com.

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