Adopting A Partner Life-Stage Strategy for Channel Growth

There are a lot of things a partner program leader can do to accelerate revenues, but choosing exactly what to do based on an honest assessment of your program’s life stage is a great place to start.

All partner and channel organizations are at different stages in their development and maturity, and each stage indicates a different set of improvement priorities and actions.

Early partner program life-stages focus on partner recruitment and initial activation. Later life stages tend to center on partner commitment development, increasing percentage of partner-led deals, and partner pipeline development. Partner program development needs to be acutely aware of – and honest about – exactly where the program’s maturity is today and align growth initiatives with its current life stage.

We have found that channel organizations that employ a life-stage focused strategy are 2-3 times more effective versus those that do not.

Achieving sustainable growth with your partner program is only possible if you match your strategies, resources, and tools with your partner or channel organizations life-stage. This alignment will guide your strategy to select the right systems and tools to achieve your partner program life-stage goals.

360ecosystems had the pleasure of collaborating with Channel Luminary Gary Morris of Successful Channels to create a detailed white paper on this subject.

This white paper will teach you how to assess where your program is now in its development and what the crucial next steps are to increase revenue and progress to the next stages and beyond. These steps are broken down into four channel life-stages.


Starting: Attracting the Best Partners

Depending on your priorities, rank your organization's most important objectives, then consider what you need to do drive the required behavior with brand new and early stage partners.


Emerging: Activate & Motivate Partners

This is arguably the most critical life stage as it focuses on converting signed partners to revenue producing partners.


Accelerating: Drive More Partner-Led Revenue

Once partners are generating revenue for your business, it is very important to pro-actively drive behavior that will keep them engaged and growth focused.


Maturing: Generate More Producing Partners

Once you reach maturity in your Channel Program, it is critical to continually monitor and optimize it while also delegating more responsibility to your partner and channel sales teams.

Download the white paper today and refocus your strategy to achieve your channel life-stage goals and drive performance with your partners.

Adopting a Partner Life Stage Strategy