Tips for Effective Channel Partner Management

Apurva Pathak | February 18, 2022 | 30 views

Channel Partner Management
Channel Partnership
A ‘channel partnership’ is between two organizations to market or sell their services, products, or technologies together. Simply put, channel partners are an extension of the sales team. They resell, manage, and/or deliver your products or services so that you can penetrate the market faster. In return, they earn through referral fees or by selling complementary services like training, consulting, and customer service.

According to the BPI Network, 74 percent of companies use partnerships to acquire new customers. On the other hand, 44 percent of them form alliances to gain new ideas and insights.

Some of the benefits of channel sales relationships are improved revenue, acquisition of new customers, wider market reach, and ideas to create new products and services. It also enhances the customer experience.

Channel Partner Management

Companies leverage partners as a crucial part of their go-to-market strategy. Channel partner management is vital to ensure that both companies get the most out of the partnership.

Factors Influencing Channel Partnerships

Let us take a look at the factors that influence channel partnerships:

  • Digital Transformation
Companies are on a quest to digitally transform their businesses. They are more inclined to create strategic partnerships so they get complete business outcome solutions. They want partners who are on-board with digitization.

  • Partner Offerings
Buyer’s journey is increasingly becoming digital. Partners who offer a combination of services that surpass cloud platforms and apps are preferred.

  • Product Training
I.T is no longer the only department approached for partnerships. Business leaders are now approaching B2B tech partners.  As such, the importance of product and business training is of paramount significance if you want to partner with a reputed organization.

Challenges in Channel Partnership Management

According to Forrester, 75 percent of the world’s trade flows indirectly through channels, partnerships, and alliances. According to the Harvard Business Review, more than 60-70 percent of corporate partnerships fail. So, what are the challenges that businesses face while maintaining a channel partnership? Let’s take a look at the list:

  • Unclear ROI
If the ROI factor is not clear between partners, they cannot deliver value to the partnership because they cannot understand what goal they are chasing.

  • Lack of Commitment
If partners’ contributions are not reflected through decided KPIs, then the partnership is bound to fail.

  • Poor Execution
If the channel partnership strategy is not effectively executed, then the business goals won’t be met.

  • Unsatisfactory Performance
If multiple top-tier partners do not perform well in their capacity, the partnership will not yield benefits for any partner.

  • Poor Alignment
If the sales teams, product teams, and the partner program do not precisely define what the ‘best’ partner is, then the program is bound to fail.

To overcome these challenges, an effective channel partnership is the only solution.

Tips for Effective Channel Partner Management

Building channel sales relationships takes time, effort, and dedication because, let’s face it, you may not be your partner’s only partner. Your partner may be dealing with various vendors, some of which may be your direct competitors. What Barton Goldenberg, Founder & President, ISM, Inc., said stands true in this context.

In a well-designed channel model, multiple partners, representing the same vendor, should be trying to win a specific opportunity, albeit with differentiated value-add.”

Barton Goldenberg, Founder & President, ISM, Inc.


To have a successful channel partnership, you must meet certain expectations of your partner and work towards making the partnership beneficial.

Here are some tips to create an effective channel partner relationship:

  • Invest Time in the Partnership
Invest time in building channel sales relationships. Go above and beyond to work closely with your partners, even if it is a distributor or a sales representative. Your success will depend on how effectively you motivate your partners and their teams to perform their best and how well you understand your partners, their expectations, and needs.

  • Promote as a Team
Ensure that you are always available to promote services and products whenever your partners suggest or create opportunities. Let the partner sales representatives see you sell your product and how intimately you know it. Be active in handing over new leads to partner sales representatives so they know you trust them to convert the leads.

  • Harness Social Media
Participate in forums where sales representatives, distributors, and partners ask questions. It is a great way for sales representatives to create authority, invite their customers, and sell effectively through partners. These forums will also give insights on where, how, and what to sell.

  • Create a Best Practices Community
You can create a shared online community where vendors, partners, companies, and customers can have constructive discussions. If you had a best practices community page, updating crucial information to vendors and distributors at scale would be easy. Any doubts or grievances can be cleared instantly. Since this community will be online, it can be accessed 24x7 worldwide.  

  • Consider Co-investing with Your Partner
Consider co-investing or co-sponsoring a channel partner you trust. Not only will your partner save money on salespeople, but your relationship with them will also improve. You can create conditions to ensure your profit shares are covered.

  • Optimize Your Profit Path
Your path to profit should be very clear to you and your partners. If it is not clear, be proactive about revamping your channel program to optimize it. A proper list of benefits and requirements should be evaluated by the partners so that the partnership leads to profits.

  • Focus on Effective Marketing
Run campaigns that are easy to execute, digital, and tailored to suit the needs of your marketing strategy. Let your partners add value to them by providing highlights, appropriate messaging, and unique points about your products. Support and help partners with resources and tools to enrich the campaigns. Take opinions on budgeting and ask partners to provide their marketing campaign results.

  • Make the Most of Partner Events
Partner channel management strategies that involve face-to-face partner conferences, events like workshops, training sessions, or summits can work wonders for strengthening and optimizing your partnership. These events are a great way to introduce your products, sales resources, and product experts. Interact with your audience at events to create a good rapport with them.

  • Regularly Revamp Your Loyalty Program
Keep re-evaluating your channel loyalty program to keep your partners motivated. Offer them rewards and incentives for selling products or attending training modules. Engage multiple reward partners to offer growth-based incentives or technology that makes earning incentives fun or gamifies them.

  • Measure the Success of the Partnership
Subscribe to a channel partner relationship management tool like Salesforce PRM that helps you segment data in a way that meets the expectations and needs of the different stakeholders of your company. A reporting dashboard that gives you access to real-time data and the power to search for specific information can give you a clear idea of how your partners are helping you with sales. Analyze the ROI, leverage data integration with your learning management system (LMS) or your partner’s portal to understand partner activity and which areas are creating a great impact on your sales. Enhance your partner channel management with a review of your partnership strategy from time to time.

Formstack Drives 50 Percent of New Mid-market and Enterprise Business with Partnerships

Formstack is a modular product suite for data collection, document automation, and digital signatures that integrates with top B2B tech like Salesforce and HubSpot. By working with partners, it got more B2B customers and revenue. Using referral and reseller programs, it drove 50 percent of its Q4 2021 revenue to mid-market and enterprise sales teams. They chose PartnerStack as their PRM platform.

The Takeaway

Successful channel sales relationships can be fostered only when partners are transparent. They should have their goals aligned, are committed to the partnership, and are willing to explore ways to enrich their businesses using best practices.

FAQ


How can you measure the success of your channel partnership?

The success of your channel partnership can be measured by using KPIs like active pipeline value, opportunities per partner, the number of partners enrolled, training completion and activation rates, and partner satisfaction.

What is channel partner management?

Channel partner management is effectively managing partner relationships so that it benefits both companies. Partner relationship management (PRM) tools are used to streamline this management.

What are the benefits of channel sales relationships?

Successful channel sales relationships can give you a competitive advantage in the market by using your partners’ reach, knowledge, technology, and network.

Spotlight

Cole & Weber

Cole & Weber United is a creativity company based in Seattle. Founded in 1931, the agency is known for developing innovative and integrated campaigns that deliver business impact by going beyond traditional advertising to create brand experiences. Over the years, we’ve established a reputation for producing insightful, creatively disruptive, effective and award-winning work.

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CHANNEL PARTNERSHIPS

Simplify Channel Partnerships with Channel Partner Management Software

Article | March 10, 2022

Channel Partners: Scale Your B2B Sales B2B organizations form alliances with like-minded, goal-oriented channel partners such as resellers, distributors, service providers, vendors, agents, or retailers to increase their market share and scale their growth. Channel partners help organizations venture into new markets, passionately co-sell their products, market their offerings to customers, and achieve revenue through sales. As a result, you can focus on efficiently utilizing your existing resources to innovate and offer exceptional customer service instead of hiring new employees. In a candid conversation with Media 7 about the growth of the partner market. “We're working with some huge brands at the moment, we're giving companies a faster way to start Partner Marketing. Find the partners you want to work with, or the publishers or creators or affiliates, to promote your business.” Sam O’Brien, CFO at Affise How Do Channel Partnerships Drive Revenue? More than 90% of company executives and channel leaders expect to increase revenue directly through their partner ecosystem. (Source: 2021 Annual Channel/Partner Marketing Benchmark Survey conducted by Demand Gen Report and Channel Marketer Report) In a channel partnership, the ground rules for revenue generation are laid beforehand. Channel partners optimize their performance to match each other’s expectations. The revenue in channel partnerships is governed by the type of partnership. Some of the most popular channel partnerships are channel value-added resellers (VARs), service delivery partners, technology alliance partners, cloud service providers, and high-velocity partners. Channel partnerships drive revenue by: Increasing a brand’s market presence through the channel partner’s credibility Leveraging an already established customer base to improve brand recognition Enabling the sales channel using defined processes that accelerate lead conversion Offering a bigger network of connections in the target industry domain A revenue performance management strategy uses partner engagement data from marketing assets that help close deals. It helps you understand how every part of your partner network is performing and which areas need extra attention. You can do this effectively through partner relationship management (PRM). Read on to find out the finer details of PRM. Partner Relationship Management: How to Net on Channel Partnerships? Partnership relationship management is a combination of processes, software tools, and strategies that help businesses optimize their channel partnerships. Channel partner management software usually includes a partner portal, a customer database, and tools that allow businesses and partners to manage leads and opportunities. A PRM system also gives insights into the sales and revenue metrics to understand how well a partnership is faring. You can track inventory, product pricing, operational efficiency, and discounts through a PRM system. Streamlining PRM According to Gartner, PRM has expanded considerably in the past decade. In tandem, the importance of closely managing channel partner performance and partnership processes has increased. A good PRM solution for managing partner relationships takes care of the following parts of a channel partnership: • Partner Recruitment: Score and recruit partners based on an ideal partner profile to kick-start a successful partner program. • Partner Onboarding: Onboard ideal partners to your partner program to increase revenue and enter new markets confidently. • Joint Business Planning: Plan business strategies with partners to optimize partner sales processes. • Partner Training & Certification: Train and certify partners with on-demand product training and onboarding programs. • Partner Enablement: Provide partners with resources like playbooks that are industry-specific, covering sales cycle stages, and product details. • Lead Distribution & Management: Monitor, organize, and score leads based on their categories and assign them to channel partners. • Deal Registration & Management: Get insights into the channel’s sales after partners register their deals. • Marketing Development Funds (MDF) Management: Manage and process MDF applications from partners, tracking payments, and marketing campaign approvals. • Partnership Contracts Management: Manage special provisions, signing, documents, and archiving of partner contracts. With the help of automation, reduce labor costs, limit liabilities, and increase efficiency. • Partner Solutions Marketplace: Connect channel partners with prospective customers through a unified solutions marketplace. • Partner Performance Management: Optimize partner program by analyzing dashboards and reports that show the status of leads, and opportunities. • Communication & Collaboration: Communicate with partners at every stage of the sales cycle. Monitor opportunities and collaborate in real-time with partners about new deals. A great example of how channel partner management software can streamline partner management would be Halodata. As a leading distributor of information security products and solutions across Malaysia, Indonesia, and Singapore, Halodata managed a network of 80 resellers that sold 10 different products. The company invested countless hours into training, deal management, and coordination, which was challenging and affected its performance. Streamlining processes was crucial. It found a solution in Kiflo, a channel partner management software which helped define deal registration, set a clear business plan, and organized resources effectively. Halodata’s indirect sales went up by 33% in a year with Kiflo’s help. B2B Businesses Are Creating a Sales Machine with PRM Software B2B executives are giving priority to consolidating multiple systems into one to provide simplified support to their channel partners. The partner relationship management market size is set to reach $1994.76 million by 2026 (Market Research Future). The changes in digitization, the expansion of businesses in new territories, and the need to create external partnerships to strengthen sales channels are driving the market’s growth. Getting buy-in for PRM is no longer a hassle for B2B executives because they use partner management software for: Achieving productive marketing Providing partners with robust marketing material, implementing an MDF program, and periodically updating co-branded marketing materials that can be accessed through PRM software brings in more revenue. Addressing partner oversight PRM software provides analytics and reports that can give you insights into your partners’ performance. These insights can help you make critical changes to your channel strategy to achieve optimum results and avoid oversight. Real-time partner feedback Your channel partners can provide actionable insights that can help you adjust your approach to addressing customer pain points. Read more about effective channel partner management. Conclusion Based on the unique requirements of a business, channel partnerships take shape. They can be effectively managed using PRM solutions and enhance revenue growth strategies across different touchpoints. FAQ What features should you look for in PRM software? Some features that you should look for in a PRM software are partner profiles, partner portals, partner performance management, data integration, partner marketplace, and partner contract management. How does PRM help increase ROI? Partner relationship management helps increase ROI by providing businesses with a comprehensive view of how well their channel partners are doing, how they can empower their partners to do more, and what steps need to be taken to strengthen the partnership. How can you create a successful partner relationship management strategy? You can create a successful PRM strategy by using insights from PRM software to make decisions, streamlining lead management, onboarding, and training partners, and preventing partner churn through transparent communication.

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CHANNEL PARTNERSHIPS

SaaS Businesses Are Booming Through Channel Partnerships

Article | February 18, 2022

Today’s SaaS companies build their brands, expand their customer base, smartly utilize their resources, and scale their revenue through channel partnerships. More than 40% of the $5 trillion global IT market is in North America. It accounts for more than 10% of the United States national economy and 11.8 million jobs. These numbers are possible because of successful channel partnerships within the SaaS ecosystem, which is made up of software publishers, computer systems design firms, computer programming service suppliers, and facilities management companies. Carahsoft, a government IT solutions provider, resells DocuSign’s e-signature services to the public sector. Consequently, 800+ local, state, federal, and tribal agencies use DocuSign. A SaaS channel partnership similar to this benefit both partners and helps them generate revenue. “We’re seeing more and more early-to mid-stage SaaS companies look to partnerships as a means to achieve their growth goals,” said Tyler Calder, Vice President of Marketing at PartnerStack, a partner management platform. “For many SaaS companies, getting started with an ambassador, affiliate, or referral program is the first step in developing a partner ecosystem strategy.” Which Type of SaaS Channel Partners Bring in the Revenue? System Integrators- This kind is ideal for complex products that need integration into an existing IT ecosystem. Distributors- They provide an established distribution channel for their vendor’s product Value-added resellers- They contribute to customer acquisition in new markets. Managed service providers (MSP)- They monitor and maintain the IT infrastructure. IT consultants- They provide independent IT advice, project management, and administrative services SaaS companies generated 21% of the total revenue through channel partnerships, says SaaS Capital, in a 2018 survey. Your Muse List for SaaS Channel Partnership Commitment- Are your C-level executives ready to commit to a channel partnership? Also, consider human resources and budgeting to dedicate to the partnership. Product readiness- Does your product appeal to your prospective channel partner? Ensure that your partner can get support and training to sell your product independently. Focused sales & marketing teams- Do your sales and marketing teams have enough enablement material to help the channel partner sell your product effectively? You may want to consider preparing case studies, videos, scripts, and ICP documents in advance. Streamlined operations- Try consultation or an expert opinion to figure out what kind of support you can provide to your partners through your sales, marketing, and success teams. Last Word Though most partnerships start as an experiment for growth SaaS companies are steadfast today. They are redefining the way businesses operate and scale while acting as the backbone of revenue generation.

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International Expansion for Software Start-ups: The Confluence of Digital and Partner Channels

Article | June 7, 2022

Software start-ups frequently express concern about the next step of their worldwide expansion. Depending upon the size and scope of operations, the mantle for creating and driving the go-to-market strategy is with the CEO himself or the sales/marketing head. There could be some cases wherein the Head of Strategy or COO is entrusted with the responsibility of crafting the strategy and overseeing its execution. For reasons beyond the obvious, some of the immediate references I have in my mind are Indian software start-ups and SaaS companies, in particular. 2021 was the year when the front runners of the Indian SaaS diaspora registered an unprecedented presence on a global scale. It’s not just 2021, though; let’s say for the past five odd years, expansion into the U.S., the U.K. and Western Europe has been on the wish list (almost without exception) of Indian SaaS CEOs and executive management. There is a thrust on entering these markets at an optimum budget. A compelling and relevant digital presence appears to be the obvious answer. Yes? More on this as we proceed. Let me extend the problem statement a bit further. Any start-up (in almost any country) would like to see a quick return on their investment, while entering new markets can be really expensive. Do you hire local sales professionals to pound the streets? What kind of investment do you need for this? When can you expect to see a return, given that the sales executive will need time to better understand your product and market? Would hiring a solo salesperson serve the purpose, or do you need multiple salespersons? What kind of support system does he require to succeed in a new market where the competition includes not only larger global brands but also smaller, local players whom you should not underestimate? Would you be able to provide this support system on a remote basis? What kind of budget do you give the salesperson; does he (or she) get to attend all relevant industry events? If hiring a local salesperson sounds too expensive, can senior management fly out to the target geography once a month for that purpose and retain continuity in terms of being in the market and in front of the prospects, consistently? Or maybe just depute a senior salesperson to the target market? Again, what kind of support system and budget would s(he) need? As you have figured by now, there are too many questions, and not all of them have happy or agreeable answers. Cut to the chase; digital presence is the answer, isn’t it? Why do you need feet on the ground? Digital drives demand, and perhaps some of the demand gets converted into deals on a remote basis. Whatever requires higher “touch” can always be addressed by the “once-a-month” trip, isn’t it? Well, more on this as we proceed. Now, let’s get to the crux of the matter. Digital presence, powered by digital marketing, is effective. I can vouch for this with my experience over the past decade, being at the apex of marketing for various software product start-ups. Here is the deal, though: good digital marketing can build your digital presence so that people find you when they are researching for the right reasons. A smart “outbound” marketing approach can also make its way into the prospect’s inbox (email/LinkedIn) and even get her attention. Add the latest developments to the mix – things like intent data and buying signals can make your outreach even sharper and more targeted. To cite an example, Google Ads and LinkedIn Ads can certainly bring in high-quality leads for you and serve as enablers to elevate brand awareness and brand recall. Google Ads and LinkedIn Ads have entirely different dynamics, though, in terms of the spending, deal sizes, and ROI you can expect. But that is another nuance altogether, reserved as a separate topic of discussion altogether. Digital marketing can help you generate quality leads in a new market. But that's not the end game; that's just the top of the funnel, and the finish line is at the bottom of the funnel. There is a lot that happens in between. This is where an effective partner network comes in. A good digital presence and smart digital marketing put you in front of your prospects. But the prospect has so many options, and even if you are operating in a niche market, your brand is unknown. In a B2B sales cycle, the journey from the top of the funnel to the bottom is very layered and complex. One of the key accelerators in this pursuit is your brand equity. Building brand awareness in a new market is time-consuming and very expensive if you decide to go the route of building regional business development teams, sponsoring local events, etc. This may not be a viable option for most startups. An appropriate course of action is to establish a network of a few trusted partner organizations that are extremely familiar with your service and can attest to your talents and credibility. Consider the following scenario: a partner with two decades of experience in a certain location introduces you to a prospect who may become a client of theirs. The partner assists you throughout the sales cycle and contributes to the development of trust with the prospective client. The digital outreach continues irrespectively, before and/or after the partner has introduced you to the prospect. Of course, the outreach should not be intrusive or repetitive – rather, it should reinforce the efforts of the partner organization. You absolutely must have a proxy sales team that benefits from a strong local network. Given the business viability of the relationship, the partner would have every motivation to make the agreement work for you. So, is it as simple as that? Well, not really. In my experience, the whole process of identifying suitable partners and coming to an agreement with them on a mutually beneficial commercial model could be very time-consuming. It’s not just that; you also need to enable your partner (their client-facing teams) with your product knowledge. Once it is accomplished, the proverbial "chicken-and-egg" scenario occurs until the first contract is completed. In other words, until the first deal is closed, partners may be hesitant to exert substantial effort. And unless the best effort is made, the initial deal is unlikely. A mix of a pervasive digital strategy coupled with an effective partner channel can enable a successful foray into new markets without having to go through the trials and tribulations of hiring a local sales team and building a local presence through cost-intensive events and conferences. To each her/his own, as they say, but probably most SaaS startups would want to consider partner channels as the spearhead for new market entry if they already are not.

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CHANNEL PARTNERSHIPS

How to Build a Channel Partner Program in 7 Steps

Article | April 6, 2022

Channel partner programs help multi-billion dollar companies like Microsoft, Oracle, eBay, and many more increase their revenue and grow their businesses. A channel partnership is when a company partners with another company to market or sell its products, services, or technologies. What exactly do channel partnerships do for your revenue? What do channel partner programs entail? Let us take a look. Why Are Top Companies Engaging in Channel Partnerships? Channel partnerships accelerate business growth They create high brand awareness at a low cost They increase revenue through various partner channels They allow seamless expansion into new markets and verticals They contribute to a better customer experience C-level Executives Are Sitting Up and Taking Notice In an interview with Media 7, Sam O’Brien, CMO at Affise, discussed the growth of channel partnerships. Since joining Affise I've had many senior, experienced CMOs, head of marketing, demand generation leads reaching out to me asking how they can learn more about partner marketing. We want to solve that and make it easy.” Sam O’Brien, CMO at Affise Global partnership ecosystems are thriving. They accelerate the growth and expansion of companies into new markets and verticals. Managing channel partnerships needs to be taken seriously. C-level executives are doing their bit by hiring competent ecosystem managers. An example of this is Reputation, the global leader in reputation experience management (RXM) expanding its executive leadership by hiring its first-ever Chief Ecosystem Officer, Brent Nixon. He is the other ‘CEO’ who creates and fosters a long-lasting partner ecosystem as Reputation continues to grow across Europe and Asia. How Many Types of Channel Partnerships Are There? There are many types of channel partner programs that B2B companies create. Here are some important ones: Affiliates Referrers Resellers Tech Alliance Partners Cloud Service Providers Original Equipment Manufacturers Strategic Partners What Does a Channel Partner Program Entail? A channel partner program is a way to get channel partners to do more for your customers. Implementing channel partner programs can transform the way you do business. However, creating them is not easy. They take a significant amount of time, effort, and, most importantly, strategic planning. To ensure the success of your channel partner program, you need to get into deep waters, research potential partners, brace for swift growth, streamline your processes, and confidently venture into markets while being aligned with your business goals. Here's what you should be looking at before creating a channel partner program: Status of business Your products or services should be tried and tested for your partners to invest their time, resources, and trust in them. The demand and appreciation of your product or service offerings should be motivating enough for them to go the extra mile. Streamlined sales cycles Streamline your sales cycles so you know what works best for your in-house sales processes. Only then can you explain to your partners how you want them to sell and distribute your products. Key markets identified You need to figure out which key markets your partners can help you target through your channel partner program. How can your partners help you position your brand in these new markets? How can your partners do more for you in these markets? If you think they can do more for you than you can do for yourself, then it can be a great foundation for creating your channel partner program. Readiness for growth Channel partnerships steer new clients to your business. Ensure that you are ready to accommodate this growth, and serve these new customers with the same enthusiasm that helps you retain existing customers. Your customer support personnel are key to creating an excellent customer experience for your new customers. How to Build a Channel Partner Program in 7 Steps Discover the Right Partners Arrive at a consensus with your stakeholders about expectations from a new partner. The partnership should be based on common business goals and brand culture. It should be based on mutual respect, shared vision, and values so customers have the best experience while interacting with your product. Your partner should complement your skills and alleviate your weaknesses. Apart from these factors, choose a partner who has access to the markets you want to enter the ability to help you achieve expected revenue distribution channels that meet your needs a customer base that serves your purpose a strong intention to enter a lasting partnership Reaching Out to Shortlisted Partners Once you find a potential partner who ticks all the important boxes on your checklist, approach them to discuss your business goals and what you can achieve together. Highlight your challenges, previous partnership achievements, and the benefits of the proposed partnership so that your partner program creates great value for you both. It is crucial to work towards relationship-building from the get-go, so your intended partner understands your mindset to address customer pain points. Create a Partnership Agreement After you finalize your partner, work on creating a partnership agreement. Put on paper your shared partnership goals, target markets, specify your duties in detail, commit to the resources you and your partner will offer to enhance the partnership, clearly state your expectations and terms, list the strategies and tactics you plan to use to achieve your goals, and detail your incentive plan. Other factors like payment terms, indemnification terms, and partner marketing efforts should also be mentioned to ensure transparency from the beginning. Creating a solid partnership agreement will hold both parties accountable for their actions and will protect both businesses from any mishaps. Get a second professional opinion on the agreement to ensure you are not missing out on anything important. Decide the Metrics Without tracking the measurable goals of your partnership, you cannot ensure the success of your channel partner program. Follow the SMART analogy for your goals. They should be specific, measurable, attainable, relevant, and time-bound. Your channel partner program should measure KPIs like these: Total and average revenue per partner per channel tier Revenue achievement against specific products Revenue by geography Number of deals registered Partner satisfaction Channel attrition rate Effective MDF (marketing development fund) utilization New Customer Logos Renewal Rates By deciding on the metrics that effectively illustrate the performance of your channel partner program, you and your partner can easily understand the weaknesses of the partnership and address them in time to get the most out of the program. Streamline the Partner Enablement Process Partner onboarding doesn’t end after signing the agreement. You need to invest time and effort in channel partner management by enriching the partnership through partner enablement activities such as: Customized training for partners Explaining your product to the partners for appropriate brand representation Providing them with tools and resources to sell your product better Continuously communicating and updating the partners about product updates Listening to partners’ concerns and issues in the selling process Congratulate and reward your partners for their achievements Efficiently Manage Partnership Using PRM Tools Manually managing all the channel partner program data can be overwhelming. The PRM software eases the management process. You can streamline your recruiting, training, and partner relationship management. Partnership tasks can be managed efficiently through PRM software. Here are the features that your PRM software should have: Create Partnership Incentive Plans Incentives are a great way to keep your partners on their toes to sell your product better. They will strive to offer your customers a great customer experience and remain enthusiastic about their partnership commitments. SiriusDecisions’ Principal Analyst, Jay McBain, noted that partners are looking for better partner experiences and more innovative partner incentives. Your partnership incentive plans should be structured, comprehensive, personalized, clear, and transparent because they can drive an increase in revenue and market share, draw in new customers, and enhance teamwork and collaboration. The most popular incentive plans used by businesses are: Gift Cards Merchandise Award Points Trips and Travel Commissions (Rebate) Sales Performance Incentive Fund (SPIF) Market Development Fund Conducting special events to commemorate the success of the partners, treating them to frequent dinners, and hosting special educational sessions for them can also create positive reinforcement to work harder towards revenue generation and create an emotional connection with the partners. Ringadoc Got a 1,983% Boost in Their Annual Revenue Ringadoc’s channel partner program is a great successful partnership program example. The start-up company saw a 1983% boost in its annual revenue and a 1000% user-base growth within just six months. Interestingly, they did not have to bear any upfront costs for these results! Summing It Up To grow sales, revenue, and a loyal user base, B2B organizations need to create successful channel partner programs that can help them thrive in new markets. The best channel partner programs can create higher brand awareness and pave the way for success in new verticals. FAQ How can you motivate channel partners to increase revenue? By nurturing your channel partnerships, providing partners with technological support to sell your product, and remaining connected to your partners, you can motivate your partners to generate revenue for you by aggressively selling your product to the targeted customer base. What is a great example of a channel partner? A channel partner is a company or an individual that helps you sell products. Affiliates, resellers, tech alliance partners, and cloud service providers are some of the types of channel partners. How do channel partners make money? Channel partners make money through referral fees, pre-defined commissions, or by selling services like customer support, training, or consulting.

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Spotlight

Cole & Weber

Cole & Weber United is a creativity company based in Seattle. Founded in 1931, the agency is known for developing innovative and integrated campaigns that deliver business impact by going beyond traditional advertising to create brand experiences. Over the years, we’ve established a reputation for producing insightful, creatively disruptive, effective and award-winning work.

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Zebra Technologies Introduces New PartnerConnect Public Sector Specialization Program for Channel Partners

Zebra Technologies | June 30, 2022

Zebra Technologies Corporation (NASDAQ: ZBRA), an innovator at the front line of business with solutions and partners that deliver a performance edge, today announced a new, vertical market specialization for government and education technology providers in North America. The Public Sector Specialization Program, developed as a strategic component of Zebra’s PartnerConnect program, will support federal, state and local government, as well as K-12, colleges and universities. Zebra’s Public Sector Specialization Program recognizes partner expertise and investment in government and education technology solutions. Qualified program members will have access to unique business-building benefits including growth incentives, go-to-market support, pre-qualified leads, marketing funding, increased channel account management and planning as well as a customizable logo recognizing their expertise in the industry. “Zebra’s PartnerConnect Public Sector Specialization Program reflects our continued commitment to help our partners differentiate themselves while also helping governments and educational institutions meet their digital transformation needs,” said Bill Cate, Vice President of Marketing and Channels, Zebra Technologies. “Zebra’s PartnerConnect Public Sector Specialization Program reflects our continued commitment to help our partners differentiate themselves while also helping governments and educational institutions meet their digital transformation needs,” said Bill Cate, Vice President of Marketing and Channels, Zebra Technologies. “By uniting Zebra’s innovative solutions with resellers’ expertise, local presence and unique capabilities, we can help public sector entities untangle complex technology needs to achieve new levels of productivity, accuracy, and speed that benefits their staff and constituents.” Zebra’s public sector solutions empower front-line personnel by enhancing communications, streamlining workflows and providing situational awareness to improve critical decision making and gain a performance edge. Agencies deploying school and facility security, warehouse management, eCitation, healthcare and inspections and maintenance solutions can leverage Zebra’s complete product portfolio and partner ecosystem to enhance operational efficiency, reducing time-consuming and error-prone administrative tasks. Zebra’s solutions adhere to the highest security standards while providing manageability and longevity, freeing resources for public service and enabling convenient and precise control of end user experiences. KEY TAKEAWAYS Zebra’s new North American PartnerConnect Public Sector Specialization Program will support government and education technology providers serving federal, state and local government, as well as K-12, colleges and universities. Qualified program members will have access to business-building benefits such as go-to-market support, pre-qualified leads, marketing funding, and growth incentives. The PartnerConnect program makes it easier for partners to work with Zebra and differentiate themselves while rewarding them for their commitment, competency and performance. ABOUT ZEBRA TECHNOLOGIES Zebra (NASDAQ: ZBRA) empowers organizations to thrive in the on-demand economy by making every front-line worker and asset at the edge visible, connected and fully optimized. With an ecosystem of more than 10,000 partners across more than 100 countries, Zebra serves customers of all sizes – including 94% of the Fortune 100 – with an award-winning portfolio of hardware, software, services and solutions that digitize and automate workflows. Supply chains are more dynamic, customers and patients are better served, and workers are more engaged when they utilize Zebra innovations that help them sense, analyze and act in real time. Zebra recently expanded its industrial automation portfolio with its Fetch Robotics acquisition and increased its machine vision and AI software capabilities with the acquisitions of Adaptive Vision, antuit.ai and Matrox Imaging. Zebra is #25 on Newsweek’s inaugural list of America’s Most Loved Workplaces and #79 on Forbes’ list of America’s 500 Best Midsize Employers. Learn more at www.zebra.com or sign up for news alerts. Follow Zebra’s Your Edge blog, LinkedIn, Twitter and Facebook, and check out our Story Hub: Zebra Perspectives. ZEBRA and the stylized Zebra head are trademarks of Zebra Technologies Corp., registered in many jurisdictions worldwide. All other trademarks are the property of their respective owners. ©2022 Zebra Technologies Corp. and/or its affiliates.

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CHANNEL PARTNERSHIPS

New Relic Launches Partner Stack to Enhance Channel Partner Program

Relic | June 29, 2022

On June 28, New Relic, the observability company, announced the availability of New Relic Partner Stack. This partner stack is an enhanced program that expands New Relic’s commitment to cloud providers, managed service providers, channel partners, and technology partners. The stack provides New Relic’s 1,000+ global partners with training and accreditation programs, personnel support, marketing campaigns, and sales tools and resources to provide their customers with industry-leading observability directly from New Relic. It enables partners to expand sales and technical expertise, unlock new revenue streams and drive customers. The New Relic Partner Stack is being introduced at a time when the business is experiencing rapid growth, and there is a significant market need for New Relic goods and services in the Americas, Europe, and Asia. By assisting in the realization of the business value of their customers, partners can take advantage of New Relic's momentum and technology to develop entirely new revenue streams and increase their top line. “New Relic’s vast partner ecosystem is leveraging observability to accelerate customers’ most important business initiatives, including cloud adoption, application modernization and digital customer experience. The New Relic Partner Stack brings new opportunities for our partners to put observability in the hands of every engineer, every day, at every stage of the software lifecycle,” said Riya Shanmugam, GVP, Global Alliances and Channels at New Relic. “We are delighted to see partners leaning in and advancing through program tiers for increased commercial, marketing, and go-to-market benefits, opening up additional revenue opportunities and investment from New Relic.” “Channel partners, cloud providers, and technology partners are a key pillar of New Relic’s growth strategy,” added New Relic CEO Bill Staples. “We’re committed to developing a rich global partner ecosystem and have made significant investments in our partner organization to drive our partners’ growth and fuel New Relic’s global expansion and growth now and in the future.” The New Relic Partner Stack includes: Expanded multi-cloud support: New Relic announced astrategic partnership with Microsoftto help enterprises accelerate cloud migration and multi-cloud initiatives, featuring enhanced integrations with Microsoft Azure and deep Azure services support. This partnership follows a strategic collaboration agreement with Amazon Web Services (AWS) in 2020. Rapid adoption of New Relic Instant Observability:New Relicexpanded its Instant Observability ecosystemof product integrations, tools, and pre-built observability resources by nearly 20% in six months, with new contributions from Akamai, Atlassian, BitBucket, CircleCI, Netlify, Postman, Redis, Wayscript, and Zebrium. As part of New Relic’s commitment to make observability an open, data-driven and daily engineering practice, the catalog now offers more than 470 integrations with cloud services, open source tools, and enterprise technologies, contributed and maintained by the community. Launched Partner Advisory Board:New Relic launched its inaugural ‘Voice of the Partner’ program at FutureStack 2022 to influence, validate, and impact program direction, value, and structure for mutual accelerated growth for partners and New Relic. Expanded global partner team key executive hires: Riya Shanmugam as GVP, Global Alliances & Channels; Akhil Kapoor as VP, Cloud and Product Partnerships; Jesse Clem as VP, Alliances and Channels, Americas; Nic Harvey as Senior Director, Partner Sales, EMEA; Lily Wai as Senior Director, Alliances and Channels Strategy; and Cindi Johnson as Senior Director, Global Partner Marketing. “Smart implementation and use of observability are critical to all stages of the cloud software development lifecycle. As a global strategic cloud services provider, we are delighted to be part of the New Relic Partner Stack,”said Sean Barker, CEO at cloudEQ. “The combination of New Relic's observability platform and their partner ecosystem of cloud providers, technology partners, and channel partners creates opportunity and value for cloudEQ and our customers. New Relic's product focus allows us to push innovation to drive end-to-end observability, shifting left for our clients to provide identification of automation opportunities, faster development, deployment and optimized management of their software." “Smart implementation and use of observability are critical to all stages of the cloud software development lifecycle. As a global strategic cloud services provider, we are delighted to be part of the New Relic Partner Stack,” said Sean Barker, CEO at cloudEQ. "MegazoneCloud has been a New Relic partner for three years. We enjoy working with New Relic, and, more importantly, our customers continue to be delighted with the New Relic observability platform, its capabilities, and the impact it has on the reliability and serviceability of their applications,”said Max Lee, CEO at MegazoneCloud. “As a solution provider in our region, the part of our business focused on New Relic continues to grow significantly each year. We are excited to partner with them during this next expansion of their New Relic partner program."

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CHANNEL PARTNERSHIPS

Hippo Announces Mortgage Partner Channel and Launches Proactive Home Protection in Massachusetts

Hippo | June 28, 2022

Hippo (NYSE: HIPO): Hippo Insurance Services today announced the expansion of its mortgage partner channel, as well as availability of its home insurance products in Massachusetts. Hippo provides loan originator and servicer partner’s customers with a seamless home insurance purchasing experience. More than a dozen mortgage lenders and servicers now combine to help over 7 million customers nationwide that finance their homes each year. Home insurance is a critical step in the mortgage purchase process, with 80% of buyers needing financing, and 100% of lenders requiring proof of home insurance coverage before closing. Hippo’s mortgage partner channel provides each lender’s customers with a simple and fast way to purchase modern home insurance coverage. Customers receive tailored, purchase-ready insurance quotes in seconds without needing to answer lengthy questionnaires, and can complete the entire purchase process with Hippo in as little as four minutes. That’s compared to other providers who can take up to 30 minutes, and often require answering upwards of 70 questions, just to provide a quote. “Since launching our mortgage partner channel as a pilot over a year ago, we have collaborated with an ever-growing list of leading lenders and servicing companies. Together we can deliver a seamless home insurance purchase experience that alleviates some of the stress felt by homebuyers, and helps existing homeowners find better coverage faster,” said Rick McCathron, CEO and President of Hippo. “Since launching our mortgage partner channel as a pilot over a year ago, we have collaborated with an ever-growing list of leading lenders and servicing companies. Together we can deliver a seamless home insurance purchase experience that alleviates some of the stress felt by homebuyers, and helps existing homeowners find better coverage faster,” said Rick McCathron, CEO and President of Hippo. “We expect the channel to become one of our key pillars for growth, as consumers look more and more to digital avenues to address their home ownership needs.” Hippo products are becoming increasingly available across the U.S., currently reaching 94% of the U.S. population in 40 states with the addition of Massachusetts. Residents of the Bay State can now access Hippo’s proactive protection offerings such as modern home insurance coverage, company-provided smart home devices like those from SimpliSafe, and Hippo Home Care. Scott Braun, Chief Growth Officer at SimpliSafe, adds, “As a Boston-based organization, we’re thrilled to see Hippo expand into Massachusetts and be able to offer the benefits of our Smart Home Insurance program to local homeowners. Together, we’re helping to provide consumers with peace of mind and protection from potential damages.” Hippo is transforming the home insurance industry with proactive, consumer-focused products and services. To learn more about Hippo’s insurance offerings or to get a quote, visit hippo.com. About Hippo Hippo is protecting the joy of homeownership, helping to safeguard customers’ most important financial asset by harnessing the power of real-time data, smart home technology, and a growing suite of home services to deliver proactive home protection. Hippo Holdings Inc. operating subsidiaries include Hippo Insurance Services, Hippo Home Care, First Connect Insurance Services, Spinnaker Insurance Company, Spinnaker Specialty Insurance Company, and Mainsail Insurance Company. Hippo Insurance Services is a licensed property casualty insurance agent with products underwritten by various affiliated and unaffiliated insurance companies. For more information, including licensing details, visit http://www.hippo.com.

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CHANNEL PARTNERSHIPS

Zebra Technologies Introduces New PartnerConnect Public Sector Specialization Program for Channel Partners

Zebra Technologies | June 30, 2022

Zebra Technologies Corporation (NASDAQ: ZBRA), an innovator at the front line of business with solutions and partners that deliver a performance edge, today announced a new, vertical market specialization for government and education technology providers in North America. The Public Sector Specialization Program, developed as a strategic component of Zebra’s PartnerConnect program, will support federal, state and local government, as well as K-12, colleges and universities. Zebra’s Public Sector Specialization Program recognizes partner expertise and investment in government and education technology solutions. Qualified program members will have access to unique business-building benefits including growth incentives, go-to-market support, pre-qualified leads, marketing funding, increased channel account management and planning as well as a customizable logo recognizing their expertise in the industry. “Zebra’s PartnerConnect Public Sector Specialization Program reflects our continued commitment to help our partners differentiate themselves while also helping governments and educational institutions meet their digital transformation needs,” said Bill Cate, Vice President of Marketing and Channels, Zebra Technologies. “Zebra’s PartnerConnect Public Sector Specialization Program reflects our continued commitment to help our partners differentiate themselves while also helping governments and educational institutions meet their digital transformation needs,” said Bill Cate, Vice President of Marketing and Channels, Zebra Technologies. “By uniting Zebra’s innovative solutions with resellers’ expertise, local presence and unique capabilities, we can help public sector entities untangle complex technology needs to achieve new levels of productivity, accuracy, and speed that benefits their staff and constituents.” Zebra’s public sector solutions empower front-line personnel by enhancing communications, streamlining workflows and providing situational awareness to improve critical decision making and gain a performance edge. Agencies deploying school and facility security, warehouse management, eCitation, healthcare and inspections and maintenance solutions can leverage Zebra’s complete product portfolio and partner ecosystem to enhance operational efficiency, reducing time-consuming and error-prone administrative tasks. Zebra’s solutions adhere to the highest security standards while providing manageability and longevity, freeing resources for public service and enabling convenient and precise control of end user experiences. KEY TAKEAWAYS Zebra’s new North American PartnerConnect Public Sector Specialization Program will support government and education technology providers serving federal, state and local government, as well as K-12, colleges and universities. Qualified program members will have access to business-building benefits such as go-to-market support, pre-qualified leads, marketing funding, and growth incentives. The PartnerConnect program makes it easier for partners to work with Zebra and differentiate themselves while rewarding them for their commitment, competency and performance. ABOUT ZEBRA TECHNOLOGIES Zebra (NASDAQ: ZBRA) empowers organizations to thrive in the on-demand economy by making every front-line worker and asset at the edge visible, connected and fully optimized. With an ecosystem of more than 10,000 partners across more than 100 countries, Zebra serves customers of all sizes – including 94% of the Fortune 100 – with an award-winning portfolio of hardware, software, services and solutions that digitize and automate workflows. Supply chains are more dynamic, customers and patients are better served, and workers are more engaged when they utilize Zebra innovations that help them sense, analyze and act in real time. Zebra recently expanded its industrial automation portfolio with its Fetch Robotics acquisition and increased its machine vision and AI software capabilities with the acquisitions of Adaptive Vision, antuit.ai and Matrox Imaging. Zebra is #25 on Newsweek’s inaugural list of America’s Most Loved Workplaces and #79 on Forbes’ list of America’s 500 Best Midsize Employers. Learn more at www.zebra.com or sign up for news alerts. Follow Zebra’s Your Edge blog, LinkedIn, Twitter and Facebook, and check out our Story Hub: Zebra Perspectives. ZEBRA and the stylized Zebra head are trademarks of Zebra Technologies Corp., registered in many jurisdictions worldwide. All other trademarks are the property of their respective owners. ©2022 Zebra Technologies Corp. and/or its affiliates.

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CHANNEL PARTNERSHIPS

New Relic Launches Partner Stack to Enhance Channel Partner Program

Relic | June 29, 2022

On June 28, New Relic, the observability company, announced the availability of New Relic Partner Stack. This partner stack is an enhanced program that expands New Relic’s commitment to cloud providers, managed service providers, channel partners, and technology partners. The stack provides New Relic’s 1,000+ global partners with training and accreditation programs, personnel support, marketing campaigns, and sales tools and resources to provide their customers with industry-leading observability directly from New Relic. It enables partners to expand sales and technical expertise, unlock new revenue streams and drive customers. The New Relic Partner Stack is being introduced at a time when the business is experiencing rapid growth, and there is a significant market need for New Relic goods and services in the Americas, Europe, and Asia. By assisting in the realization of the business value of their customers, partners can take advantage of New Relic's momentum and technology to develop entirely new revenue streams and increase their top line. “New Relic’s vast partner ecosystem is leveraging observability to accelerate customers’ most important business initiatives, including cloud adoption, application modernization and digital customer experience. The New Relic Partner Stack brings new opportunities for our partners to put observability in the hands of every engineer, every day, at every stage of the software lifecycle,” said Riya Shanmugam, GVP, Global Alliances and Channels at New Relic. “We are delighted to see partners leaning in and advancing through program tiers for increased commercial, marketing, and go-to-market benefits, opening up additional revenue opportunities and investment from New Relic.” “Channel partners, cloud providers, and technology partners are a key pillar of New Relic’s growth strategy,” added New Relic CEO Bill Staples. “We’re committed to developing a rich global partner ecosystem and have made significant investments in our partner organization to drive our partners’ growth and fuel New Relic’s global expansion and growth now and in the future.” The New Relic Partner Stack includes: Expanded multi-cloud support: New Relic announced astrategic partnership with Microsoftto help enterprises accelerate cloud migration and multi-cloud initiatives, featuring enhanced integrations with Microsoft Azure and deep Azure services support. This partnership follows a strategic collaboration agreement with Amazon Web Services (AWS) in 2020. Rapid adoption of New Relic Instant Observability:New Relicexpanded its Instant Observability ecosystemof product integrations, tools, and pre-built observability resources by nearly 20% in six months, with new contributions from Akamai, Atlassian, BitBucket, CircleCI, Netlify, Postman, Redis, Wayscript, and Zebrium. As part of New Relic’s commitment to make observability an open, data-driven and daily engineering practice, the catalog now offers more than 470 integrations with cloud services, open source tools, and enterprise technologies, contributed and maintained by the community. Launched Partner Advisory Board:New Relic launched its inaugural ‘Voice of the Partner’ program at FutureStack 2022 to influence, validate, and impact program direction, value, and structure for mutual accelerated growth for partners and New Relic. Expanded global partner team key executive hires: Riya Shanmugam as GVP, Global Alliances & Channels; Akhil Kapoor as VP, Cloud and Product Partnerships; Jesse Clem as VP, Alliances and Channels, Americas; Nic Harvey as Senior Director, Partner Sales, EMEA; Lily Wai as Senior Director, Alliances and Channels Strategy; and Cindi Johnson as Senior Director, Global Partner Marketing. “Smart implementation and use of observability are critical to all stages of the cloud software development lifecycle. As a global strategic cloud services provider, we are delighted to be part of the New Relic Partner Stack,”said Sean Barker, CEO at cloudEQ. “The combination of New Relic's observability platform and their partner ecosystem of cloud providers, technology partners, and channel partners creates opportunity and value for cloudEQ and our customers. New Relic's product focus allows us to push innovation to drive end-to-end observability, shifting left for our clients to provide identification of automation opportunities, faster development, deployment and optimized management of their software." “Smart implementation and use of observability are critical to all stages of the cloud software development lifecycle. As a global strategic cloud services provider, we are delighted to be part of the New Relic Partner Stack,” said Sean Barker, CEO at cloudEQ. "MegazoneCloud has been a New Relic partner for three years. We enjoy working with New Relic, and, more importantly, our customers continue to be delighted with the New Relic observability platform, its capabilities, and the impact it has on the reliability and serviceability of their applications,”said Max Lee, CEO at MegazoneCloud. “As a solution provider in our region, the part of our business focused on New Relic continues to grow significantly each year. We are excited to partner with them during this next expansion of their New Relic partner program."

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CHANNEL PARTNERSHIPS

Hippo Announces Mortgage Partner Channel and Launches Proactive Home Protection in Massachusetts

Hippo | June 28, 2022

Hippo (NYSE: HIPO): Hippo Insurance Services today announced the expansion of its mortgage partner channel, as well as availability of its home insurance products in Massachusetts. Hippo provides loan originator and servicer partner’s customers with a seamless home insurance purchasing experience. More than a dozen mortgage lenders and servicers now combine to help over 7 million customers nationwide that finance their homes each year. Home insurance is a critical step in the mortgage purchase process, with 80% of buyers needing financing, and 100% of lenders requiring proof of home insurance coverage before closing. Hippo’s mortgage partner channel provides each lender’s customers with a simple and fast way to purchase modern home insurance coverage. Customers receive tailored, purchase-ready insurance quotes in seconds without needing to answer lengthy questionnaires, and can complete the entire purchase process with Hippo in as little as four minutes. That’s compared to other providers who can take up to 30 minutes, and often require answering upwards of 70 questions, just to provide a quote. “Since launching our mortgage partner channel as a pilot over a year ago, we have collaborated with an ever-growing list of leading lenders and servicing companies. Together we can deliver a seamless home insurance purchase experience that alleviates some of the stress felt by homebuyers, and helps existing homeowners find better coverage faster,” said Rick McCathron, CEO and President of Hippo. “Since launching our mortgage partner channel as a pilot over a year ago, we have collaborated with an ever-growing list of leading lenders and servicing companies. Together we can deliver a seamless home insurance purchase experience that alleviates some of the stress felt by homebuyers, and helps existing homeowners find better coverage faster,” said Rick McCathron, CEO and President of Hippo. “We expect the channel to become one of our key pillars for growth, as consumers look more and more to digital avenues to address their home ownership needs.” Hippo products are becoming increasingly available across the U.S., currently reaching 94% of the U.S. population in 40 states with the addition of Massachusetts. Residents of the Bay State can now access Hippo’s proactive protection offerings such as modern home insurance coverage, company-provided smart home devices like those from SimpliSafe, and Hippo Home Care. Scott Braun, Chief Growth Officer at SimpliSafe, adds, “As a Boston-based organization, we’re thrilled to see Hippo expand into Massachusetts and be able to offer the benefits of our Smart Home Insurance program to local homeowners. Together, we’re helping to provide consumers with peace of mind and protection from potential damages.” Hippo is transforming the home insurance industry with proactive, consumer-focused products and services. To learn more about Hippo’s insurance offerings or to get a quote, visit hippo.com. About Hippo Hippo is protecting the joy of homeownership, helping to safeguard customers’ most important financial asset by harnessing the power of real-time data, smart home technology, and a growing suite of home services to deliver proactive home protection. Hippo Holdings Inc. operating subsidiaries include Hippo Insurance Services, Hippo Home Care, First Connect Insurance Services, Spinnaker Insurance Company, Spinnaker Specialty Insurance Company, and Mainsail Insurance Company. Hippo Insurance Services is a licensed property casualty insurance agent with products underwritten by various affiliated and unaffiliated insurance companies. For more information, including licensing details, visit http://www.hippo.com.

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