Creating Winning Partnerships


Thought Leadership

Creating Winning Partnerships

Geoff Bibby

Value added resellers and managed service providers – resellers – expect the basics from any vendor when searching for a new technology offering for their customers. These basics include a vendor’s commitment toward the channel, profitable margins, reliable technology, lead sharing, and sales and marketing support. Although the basics present a strong foundation toward a good channel program, it’s the following three contributing factors that deliver long-lasting, mutually successfully business partnerships.

1.Trusted Brand: Resellers are nothing without a rock solid reputation, so it makes sense that they would look for the same quality in a new partnership. They want a proven technology leader and a trusted brand. No solution better aligns with a portfolio than one customers already know and understand.

2.Maturity in the Marketplace: No reseller wants to feel the growing pains of a vendor’s new channel program. It’s one thing to say you have a channel program, but it is another to have established, delivered and maintained a successful program. Vendors gain the knowledge and understanding after years of working with channel partners. Issues and challenges are long ironed out, and any customer concerns are quickly remedied, allowing the reseller to concentrate on growing their bottom line.

3.Focus: Resellers spend years honing a complete offering that meets the needs of their customers. So when an additional piece is needed to fill a growing need, an all-in-one solution may not be the best fit. Customers are looking for a solution that addresses their company’s business and technical requirements. They’re looking for a complete solution that’s focused on addressing their specific needs. Only solving a portion will require customers to revisit these same business issues, resulting in lost time, money and trust. Focused technology vendors – ones dedicated to enhancing standards and delivering excellence - will result in a more satisfied customer.

These three important factors enable a channel program to deliver successful results. They’ve made a difference for the ZixCorp Partner Program, creating beneficial relationships for our company and our partners.