Since the beginning of the IT industry the most common type of partnering is the sales partnership, for example establish a reseller network. There are various types of sales partnerships like reselling companies, Value Added Resellers, Managed Service Providers and even consultants.
There are differences among these different types but all are recommended when your product is more sophisticated and your clients need to get trained on how to implement it, use it and make the best of it. Also, these reselling companies can offer a first line of support to your clients, based on your agreements, and therefore ease some of your customer support cases.
Many local businesses prefer to work with a reseller from their area as they feel more confident that they will advise them on their best interests when adopting a new technology and also because they know they can have instant support when things go south rather than engaging with the impersonal support of a multinational corporation. For small and mid-sized vendors this means that they can support companies across the globe without the barriers of different time zones and having to establish an expensive 24-hour tech support.
Some great examples of sales partnerships are obviously Microsoft which has the largest channel partner network in the world and also Cisco with about 98% of its revenue comes from indirect sales.
Establishing and growing a partner network can be challenging, so here’s is a post on how the
channel partner recruitment process
works. Also, having built a partner network is half of the job, you need to manage, train and enable your channel partners in order to increase your chances of having a productive partner network. A
Partner Management software
will help you to provide your partners with the right material, train them, track their performance and provide them with the tools to succeed on their mission.