TAG: Partnership Continuum

Stephen Dent, Founding Partner - Partnering Continuum

Many software companies are finding that their channel partners influence a significant percentage of their business growth. The need to deploy this growth strategy is becoming increasingly important with the uptick in switching to the SaaS and cloud models enabling software firms to enter new markets (industries and geographies). However, even though the use of channel partners is increasing, some software companies are not fully reaping the benefits. Improving your company's capabilities in channel partner management depends on three steps to mitigate risks: 1) avoiding the pitfalls in channel partner relationships, 2) knowing how to turn transactional channel partners into strategic partners and 3) managing the relationships so they yield more value.