There are many reasons why channel partnerships in the area of complex B2B sales fail to deliver expected results. Launching sales through a new channel results in many of the same obstacles you might encounter when launching a new product with your own sales organization. There is often mis-alignment with the channel partner on the buyer being targeted or the…
Category: Channel Marketing
Four Common Flaws in Channel Sales Strategies
In a recent post, I shared that in my experience nine out of ten channel partnerships in the area of complex B2B solutions fail. The struggles are often blamed on poor execution in the field or poor alignment of compensation. However, channel partnership failures are not always the result of sales leadership or sales operations mistakes. Many channel partnerships are…
Why 50% of Channel Partner’s Sales Team isn’t Selling Your Product
I have never seen any quantitative research about channel program success in the B2B software sector. However, in my experience 9 out of 10 partnerships fail to deliver results. CEO and sales leaders at software companies are often perplexed by the lack of success. “We did everything right. We trained them. We did co-marketing. We even sent them leads.” Many…
Nine Out of Ten Channel Partnerships Fail
In the world of B2B software everyone wants to get someone else to sell their products. If you can find another company that already has relationships with your target buyers, then you can not only lower customer acquisition costs, but also accelerate growth. While many software CEOs share this dream of leveraging external sales channels to expand distribution, very few…
