Channel Journeys Podcast

Dave Taylor: How to Build a Shadow Channel Program

Listen Later

The “SaaSier” your business, the more likely you need non-traditional channels. And the non-traditional channel everyone is talking about is the “shadow channel”.  This week I’m talking with Dave Taylor, Impartner’s gregarious Chief Marketing Officer. We discuss how to reach and motivate this emerging influencer channel through referral-based programs.

KEY TAKEAWAYS
What exactly is the shadow channel?
  • Shadow channel refers to people and organizations influencing the technology buyer, but not traditionally included in channel programs. This includes accountants, lawyers, consultants, or even Uber drivers that happen to overhear a conversation in the backseat of their car. 
  • Referral programs are well suited for this non-traditional and non-transactional channel that isn’t selling your product, only influencing the purchase.
    • How to build and leverage a referral program
    • Segment your referral partners between managed and unmanaged based on the level of referral activity and potential.
    • Use an automation tool to manage all of the communications and payments to your referral partners. Delayed, missing, and incorrect payments will damage your channel reputation.
    • Set a metric, such as number of referrals per month, when you will bump referral partners up into a sell-with or sell-through model that has more obligations and higher rewards. 
    • If a partner who’s in a higher tier is failing to meet that tier’s obligations, bump them back down to that referral status. 
    • Carefully document the terms and conditions that an incoming partner has to click to accept so they know they will be bumped down.
    • Even at the onboarding stage, bring traditional partners on at referral status. If they aren’t meeting expectations, keep them at the referral tier until they do. 
      • SHARE THIS

      Onboard faster and offboard slower. Make sure partners meet the terms and conditions and they're willing to invest the way you are going to invest in them. -Dave Taylor
      Share on X

      Whether your referral partners are managed or unmanaged, you need a lot of automation, because you're managing the payments and communications. -Dave Taylor
      Share on X

      Being metric-based in how you manage your channel is one of the most important things that can happen because it eliminates all the hunch and variability. -Dave Taylor
      Share on X

      LINKS & RESOURCES
      • Follow Dave on LinkedIn.
      • Learn more about Amplifinity and Referral Partner Programs
      • Read how Influencer Partner Programs are Gaining Traction With B2B Marketers
      • Learn how you can become an influencer with Janet Schijns
        • The post Dave Taylor: How to Build a Shadow Channel Program first appeared on Channel Journeys.
        ...more
        View all episodesView all episodes
        Download on the App Store
        Channel Journeys PodcastBy Channel Journeys Podcast
        • 4.8
        • 4.8
        • 4.8
        • 4.8
        • 4.8

        4.8

        12 ratings

        More shows like Channel Journeys Podcast

        View all
        Fresh Air by NPR

        Fresh Air

        38,492 Listeners

        The Tim Ferriss Show by Tim Ferriss: Bestselling Author, Human Guinea Pig

        The Tim Ferriss Show

        16,098 Listeners

        VINCE by Cumulus Podcast Network | VINCE

        VINCE

        63,219 Listeners

        Finding Mastery with Dr. Michael Gervais by Dr. Michael Gervais

        Finding Mastery with Dr. Michael Gervais

        1,656 Listeners

        The Ben Shapiro Show by The Daily Wire

        The Ben Shapiro Show

        155,630 Listeners

        Pivot by New York Magazine

        Pivot

        9,541 Listeners

        The Daily by The New York Times

        The Daily

        112,500 Listeners

        Ultimate Guide to Partnering® by Vince Menzione - Technology Industry Sales and Partner Executive

        Ultimate Guide to Partnering®

        55 Listeners

        FT News Briefing by Financial Times

        FT News Briefing

        659 Listeners

        All-In with Chamath, Jason, Sacks & Friedberg by All-In Podcast, LLC

        All-In with Chamath, Jason, Sacks & Friedberg

        9,634 Listeners

        SmartLess by Jason Bateman, Sean Hayes, Will Arnett

        SmartLess

        58,101 Listeners

        The Megyn Kelly Show by SiriusXM

        The Megyn Kelly Show

        40,727 Listeners

        The Rest Is History by Goalhanger

        The Rest Is History

        14,009 Listeners

        Morning Wire by The Daily Wire

        Morning Wire

        26,657 Listeners

        The Mel Robbins Podcast by Mel Robbins

        The Mel Robbins Podcast

        20,151 Listeners