I interviewed #DarraghPower who is a global corporate trainer for a major software vendor. We discussed how the changing channel environment is presenting opportunities and threats to vendors and service providers. We explore how you as vendors and partners need to better align with the changing requirements of your end user customers.

We delve deep into how the increased complexity of the buyer-seller-end user environment requires a very different sort of channel sales professional & channel chief.

We discuss why behaving in a "Partner Centric" manner is no longer optional and why executive engagement is critical to the success of partner programmes.

Unless you are adopting a much wider perspective and get away from the traditional approach of selfish selling through the channel you are going to become a relic of the past. You will be left behind by challengers in your market who understand their partners sell for their reasons not your reasons. Unless you understand why they are in business and what they want to achieve, partners will drop you in favour of vendor relationship managers who understand them and are committed to supporting the partner's aspirations, goals and objectives.

We even share a couple of excellent book recommendations along the way.

Darragh produced the fantastic graphic summary of #MakingChannelSalesWork on this podcast. He can be contacted via LinkedIn at https://www.linkedin.com/in/darraghpower/ or on Twitter here https://twitter.com/DarraghPower

If you have an interesting story to tell about channel sales, scale ups or turn arounds and like the way I interview my guests, drop me a line to see if we can produce a podcast together