As the technology industry evolves with new and innovative products and services, partners face the challenge of acquiring new skills or losing business. The shortcut to satisfying customers, even when the products and skills are lacking, is referrals. Through referrals, partners can direct customers to trusted, qualified vendors and solution providers that can meet their technology needs. Referral programs offered by vendors, distributors and master agents provide the supply-side of the business with the ability to capture through-channel revenue regardless of the partner’s qualifications. And, referrals are often a catalyst for helping partners identify market opportunities that lead to skill and capacity acquisition. TBI’s national referral program director Bill Vander Vennet joins Pod2112 to talk about the value and power of referral programs for everyone in the go-to-market chain.