Traditionally, there is a lack of integration between suppliers and the channel that makes partners feel less like extensions of the supplier and more like disconnected satellites that orbit around the enterprise (until they get knocked off course and spiral away, never to be seen again). This is an ineffective way of managing what could be tremendously profitable relationships. Getting your partner program tightly woven into your overall sales strategy, the way it should be, begins with getting the right people talking. While traditionally those brokering partner relationships are siloed to sales, there are many more major players on either side who need to be involved to really make it work. So it’s time to expand your idea of who’s important in a partner relationship, as we explore how to build the connections you need between organizational hierarchies to get a truly top-notch partner program in place. Get the Chief Revenue Officer Talking with the VP of Channel Sales The Chief Revenue Officer is the person in the C-suite who is most concerned with how the money comes in. So getting them in touch with the VP of Channel Sales is a critical step in determining exactly how sales partnerships figure into the overall revenue generation of the supplier. The CRO is concerned with the profitability of every part of the organization – that includes your partners. Get the Vice President of Marketing Talking with Channel and Field Marketing The Vice President of Marketing makes sure that what the customer…
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