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What the Cat Dragged In
 I
attended a business conference
earlier this month with
about as much enthusiasm
as you'd expect from any
jaded professional who gives
up a Saturday. A General
Mills divisional president
was the keynote speaker.
Under the headline of "Here's
something we don't see every
day," most of her PowerPoint
slides had two or three
pictures on them with just
one or two key takeaways.
Around each slide, she told
a story and the audience,
including me, was mesmerized.
One of the most memorable
slides was a cartoon of
a cat looking proudly over
the mouse it had brought
home to its owner. The
speaker drew us in with
a story about a former employer,
who offered her a key marketing
position for, of all things,
the company's condom line.
As uncomfortable as she
was, she accepted the dubious
"gift," vowing
to make the most of the
opportunity. And, as you
might expect (because why
else would she share it),
market conditions aligned
with several strategic marketing
moves over time. She was,
ultimately, a rock star.
Inspiration aside, her
primary lesson was a poignant
reminder that what the cat
drags in isn't always embraced
with open arms -- particularly
as it relates to what technology
providers sometimes drop
on the doorsteps of their
partners.
While channel partners respect
the need for strategic and
programmatic changes made
by their technology providers,
too often they're obliged
to accommodate significant
changes by multiple companies
and to, well, swallow the
mouse whole, if you will.
This puts pressure on
relationships and may compromise
the partner's ability to
digest and implement changes
successfully.
So, to make those gifts
of strategy or program changes
a bit more palatable, consider
the following feedback we've
heard from partners:
-
Change for the sake of change
is annoying
(at best).
While
most people
buy that
change can
beget opportunity,
few seek
it willingly.
Yet sometimes,
we see technology
providers
eager to
make changes
simply to
create excitement
or show
a fresh
face. Partners
see through
these gratuitous
changes,
and begrudge
jumping
through
hoops for
little obvious
benefit.
Instead…
-
Change what's broken; keep what
works.
Channel
partners
welcome
incremental
program
enhancements
that favorably
affect margin,
operations,
and rules
of engagement.
Focus
on a few
specific
business
issues to
build loyalty
and credibility
versus shooting
for the
three-point
shot every
time.
-
Wholesale change is a lot to
ask.
Sometimes,
a dramatic
shift in
strategy
or program
really is
necessary,
like a merger
between
two companies,
or market
expansion
through
the development
or acquisition
of a new
product
line. If
you're making
extensive
changes
to your
partner
strategy
or program
framework,
give yourself
and your
partners
ample time
to understand
and absorb
the following:
-
-
-
How the changes will affect them
-
-
And
respect that wholesale changes can easily take more than a year
to assimilate and implement throughout your channels.
- Internal
constituents come first.
Your own sales, marketing, and operations stakeholders are on
the front lines when your partners need additional details about
your strategy or program changes. Make sure they're prepared
using a variety of tools and communications media. Ensure
that changes can be articulated consistently and hit home by
stocking the "kit-bag," as it were, with the following:
-
Presentation(s)
that explain the changes to strategy and/or program;
the reasons for change; and the benefits that
will accrue to them and their partners (scripted,
demonstrated, and available online)
-
FAQs
that are updated as more questions are uncovered
-
Competitive
information and positioning
-
How-to
guide(s), including timelines and next steps, to help
channel account managers through the transition process
with their partners
Channel
strategy and program evolution is inevitable, given
the pace of change in the technology industry. May the
"gifts" of change that you bring to your partners
be enthusiastically received, and keep you both ever
ahead of the curve.
Opportunity Knocking
Candidates Seeking Job Opportunities
The following Individuals are looking
for opportunities to add value to a company seeking
channels or business partner expertise:
-
Director, Channel Sales and/or Marketing
-
VP, Sales and/or Business Development
If you are seeking candidates with
such skills, please
contact us for more
information.
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Thoughtwav helps
companies build and execute profitable go-to-market strategies through
direct, partner and alliance channels.
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 email: jwilkinson@thoughtwav.com
phone: 781-652-8727
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