In today’s uncertain marketing environment, channel partners that are not aligned with brands can negatively impact the marketing strategy. Hence, brands must have an air-tight partner recruitment strategy that aligns with their goals.
Marketing teams across industries are having a hard time when it comes to adjusting to their marketing budget. While it is critical to optimize the budget and available resources, it is equally important to have partners ecosystem that is supportive and can contribute to the market projection and reach of the brand.
Hence, brands must create a recruitment strategy that helps partner with the desire prospects that ultimately help them achieve their goals.
Below are a few steps that brands must follow to recruit the partners
1. Seeking Competency
Though having a lot of channel partners can have benefits for some enterprises, it should not be the end goal. Essentially, brands must prioritize doing the research before embarking on the recruitment process.
Before start recruiting, brands must comprehensively think about what would make a partner company a suitable choice. They must set official partner standards and target to engage those partners who meet the set requirements, all the while keeping their target audience in mind.
As channel partner acts as a sales network, vendors must ensure they provide a solid value offering from their alliance. By focusing on the audience, brands can achieve their goals by partnering with service providers, as well as ISVs. This enables brands to make better decisions and have the right connections.
Hence, it is crucial that brands must have an effective network set-up to build with their channel partners. By focusing on a few partners with the highest competency, the rest will sure to follow.
2. Strengthening Relationships
Building strong relationships is the core part of the partner recruitment strategy. The enterprise must remember that partners they are trying to get on board, also have their own goals and needs.
This focus can help brands to identify potential partners that will help them achieve their go to market strategy and numbers. A very critical part of partner identification and onboarding is, maintain cordial relationships with their business sheds.
A partner approach that is non-aggressive, and an ocnverstaion that is not a pushy sales pitch, will ensure acquisition of channel partners that will add value to the brand’s business.
3. Setting the right expectations
As soon as the brands sign up a channel partner, they should stay transparent in their approach. Promising exactly what is on the table and how it can help to be a growth driver for the brand as well as its channel partner is a huge step towards meaningful and mutually profitable businesses.
Having clarity from the beginning helps to prevent miscommunications and disagreements throughout the partnership. This should partner policies which address trademark enforcement, payment models, traffic generation methods and approvals, disclosure and many more.
4. Educating Partners
Educating the partners via effective messaging and service is a huge step when it comes to recruitment partnering. This helps the partners that the brands is also there to back them when they need.
Brands should always keep an open mind to understand the compatibility of a new channel partner added, after all its about mutual business growth.one of the best things to do for mutual growth is understanding and identifying the challenge that a channel partner firm faces.
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Brands need to be open to receive feedback for their products through their partner firms. By empathizing with partners, understanding their needs, and knowing their pain-points, the company must develop solutions to serve their best interests.