Partner Relationship Management (PRM): The Ultimate Channel Sales & Partnerships Podcast

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Our guest today, Autum Grimm, is not only an innovator, but also a pioneer, in a division of the channel space that had been left completely unexplored before the birth of her company. Today, she is responsible for revenue, demand generation, operations and business development as CRO at PartnerTap, a leading enterprise Partner Ecosystem Platform that allows companies to automate account mapping, control data shared with each partner, and enable sales teams to cross-sell with partners. 

Topic summary: 

Growth of your partnerships can sometimes take a direction that may demand a new set of requirements to keep your partners engaged. 

Dealing with any unforeseen situations can best be avoided by planning early & carefully, and regularly checking in with partners and tracking efforts. 

Take care of your partners and your partners will take care of you. This, is how you truly reap long-term benefits for years to come. 

Autum shares the 3 best kept secrets to creating long-term revenue streams within the channel: 

1. Build strong relationships with your channel partners 
2. Have a winning channel strategy 
3. Track and measure success with your channel partners 

Listen to the episode for all of Autum’s insights on achieving success within the channel. 

Read the blog: https://www.magentrix.com/articles/blog/3-Best-Kept-Secrets-to-Creating-16-2-2022

(0:00) Introduction 
(2:16) Autum Grimm’s background as a channel leader 
(2:43) What do organizations need to consider if creating long-term revenue through partnerships is their end-goal? 
(3:04) Secret #1: Build strong relationships with your channel partners 
(5:29) Secret #2: Have a winning channel strategy 
(10:46) Building loyalty and engaging channel partners 
(13:55) Enabling partners to meet their goals 
(15:54) When to give up on an unsuccessful partnership 
(18:39) Secret #3: Track and measure success with your channel partners 
(26:31) Invest in yourself as a channel professional 
(27:48) Conclusion 

This production is brought to you by Magentrix ✨💜
Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management 🤝

If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm  See instructions to do so at the end of the episode.

To learn about Magentrix PRM, please visit www.magentrix.com

______

Podcast Credits:
Host: Paul Bird
Executive Producer: Fereshta Nouri
Content planning, research, & writing Paul's script (with the exception of 3 episodes): Fereshta Nouri
Graphics & Branding: Fereshta Nouri

Let us know what you think of the podcast.

In this episode of The Ultimate Channel Sales Podcast, we bring on Matt Soloman. He has been in channel-related roles for nearly a decade. Currently, he is the Chief Business Development Officer & Co-Founder of a consultancy, The Channel Program. He is also the CEO of Channel Halo and he runs an insightful channel-related newsletter: Navigating the IT Channel. 

Topic summary: 

As we know, channel sales is an efficient way to cast a wider net and increase sales – But, did you realize that your channel partner program is also one of the greatest marketing tools you’ll ever have? 

Acting as agents on your behalf, channel partners engage in a variety of activities to promote a vendor, and all this additional marketing for your brand can really help build its authority far beyond what you may be capable of independently. 

So, what can you do to get the most out of the marketing opportunities from your partnerships and strengthen your brand authority, as much as possible via partners? 

Matt discusses how channel partners help build a brand’s authority including: 

• What to define in the channel marketing strategy 
• Through-partner marketing best practices 
• Joint-marketing activities between partners and vendors that produce the highest ROI 
• Best practices for enabling your channel partners to build your brand authority 

Listen to the episode to hear Matt cover these topics and more. 

Read the blog: https://www.magentrix.com/articles/blog/How-Channel-Partners-Help-Build-a-1-2-2022

(0:00) Introduction 
(2:11) Matt Soloman’s background in channel sales 
(4:36) The Channel Program 
(7:42) Channel partners building a brand's authority: what to define in the channel marketing strategy? 
(9:19) How to strengthen partner relationships and differentiate yourself from other vendors 
(13:26) Measuring the success of your efforts: can you use KPIs? 
(15:21) Through-partner marketing best practices 
(20:38) Partner-vendor joint-marketing activities for high ROI 
(24:06) Setting realistic expectations for through-partner marketing 
(25:25) How to reverse the damage of a partnership that is affecting the ecosystem 
(27:14) 3 best practices for enabling your channel partners to build your brand authority 
(31:05) Can the growth rate of a vendor's channel be too fast? 
(34:39) Conclusion 

This production is brought to you by Magentrix ✨💜
Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management 🤝

If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm  See instructions to do so at the end of the episode.

To learn about Magentrix PRM, please visit www.magentrix.com

______

Podcast Credits:
Host: Paul Bird
Executive Producer: Fereshta Nouri
Content planning, research, & writing Paul's script (with the exception of 3 episodes): Fereshta Nouri
Graphics & Branding: Fereshta Nouri

Let us know what you think of the podcast.

Our guest, Heather K. Margolis has been in the channel space for over 20 years. She helps channel organizations build smarter channel programs, manage channel relationships to find added value, and engage their communities through social and traditional media. Starting from positions such as Channel Marketing Executive and Director of Marketing and Alliances and later, going on to be founder and chairperson at Channel Maven Consulting and founder and CEO at Spark Your Channel (both now acquired by 360insights), she has carved quite the name for herself in the channel world.

Topic summary: 

At the heart of every channel program are your channel partners. They represent you, they are in direct contact with the customer and carry your reputation for you – which they can either elevate or tarnish, largely depending on the quality of training they get from the vendor they’re working with. 

So why is that so often they are left neglected? Why aren’t channel chiefs prioritizing support to channel partners? Why aren’t they paying more attention to developing better partner enablement tools, such as optimized training programs to better meet their needs or start even earlier with a comprehensive, dedicated partner onboarding process? 

Partner engagement is key to your channel success and the best recipe for ongoing engagement is ongoing attention and support from the vendor.  

Heather discusses a question all channel chiefs should be asking: are your channel partners getting the attention they need? And what can you do to give them the attention they deserve:  

1. Channel partner training, support and feedback 
2. Eliminate barriers – allow for better integration of partners into your channel 
3. Be more present, mindful and inspire channel partner engagement 

Listen to the episode to hear all of Heather’s insights on partner engagement and support for channel success. 

Read the blog: https://www.magentrix.com/articles/blog/Are-Your-Channel-Partners-Getting-the-18-11-2021 

(0:00) Introduction 
(2:57) Heather K. Margolis’ channel sales background 
(5:13) Channel partners need ongoing attention from vendors 
(6:45) 1st Consideration: Channel partner training, support and feedback 
(22:11) 2nd Consideration: Eliminate barriers – allow for better integration of partners into your channel 
(29:13) 3rd Consideration: Be more present, mindful and inspire channel partner engagement 
(30:57) Will channel partners leave if you’re not paying mind to their needs? 
(34:08) Channel chiefs need to think differently about their partner programs 
(35:04) Conclusion 

This production is brought to you by Magentrix ✨💜
Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management 🤝

If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm  See instructions to do so at the end of the episode.

To learn about Magentrix PRM, please visit www.magentrix.com

______

Podcast Credits:
Host: Paul Bird
Executive Producer: Fereshta Nouri
Content planning, research, & writing Paul's script (with the exception of 3 episodes): Fereshta Nouri
Graphics & Branding: Fereshta Nouri

Let us know what you think of the podcast.

Our guest, Tan Tran has been in the channel space for nearly a decade now and throughout this time, he has left an imprint on many partners’ channel sales efforts. Today, he is a Channel Development Manager at SAP Concur. 

Topic summary: 

Your channel partners’ devotion to engaging with your brand depends on your approach to your partners: 

• Do you provide them with personalized experience and do you go above and beyond to provide them with everything they need? 
• What do you do to set yourself apart from the other vendors they work with?  
• What do you do to keep yourself top-of-mind for your channel partners? 

And lastly, how far along in the future do you plan for when it comes to managing your channel partnerships? The relationship management of channel partners has evolved and future channel programs may not be the same as they are today. 

All this makes it crucial to know how to best engage your channel partners so that you can create a bond they won’t soon forget and ultimately, get the most out of your partnerships. 

Tan shares 3 little-known ways to engage channel partners: 

1. Define the opportunity with channel partners 
2. Commit to a cadence with them 
3. Ensure visibility and transparency 
4. (Bonus) partner relationship management (PRM) systems 

Listen to the full episode for all of Tan’s tips on channel partner engagement.

Read the blog: https://www.magentrix.com/articles/blog/3-Little-Known-Ways-to-Engage-Your-12-7-2021

(0:00) Introduction 
(2:13) Tan Tran’s background in channel sales 
(4:49) Have a solid partner engagement strategy 
(6:57) Little-Known Way 1: Define the opportunity with channel partners 
(8:29) Little-Known Way 2: Commit to a cadence with channel partners 
(12:13) Little-Known Way 3: Ensure visibility and transparency for channel partners 
(14:14) Helping partners uncover new streams of revenue 
(20:58) (Bonus) Little-Known Way 4: Partner relationship management (PRM) systems 
(23:00) What happens if you don’t engage partners? 
(26:46) Follow these best practices for a faster ROI 
(28:39) Conclusion 

This production is brought to you by Magentrix ✨💜
Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management 🤝

If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm  See instructions to do so at the end of the episode.

To learn about Magentrix PRM, please visit www.magentrix.com

______

Podcast Credits:
Host: Paul Bird
Executive Producer: Fereshta Nouri
Content planning, research, & writing Paul's script (with the exception of 3 episodes): Fereshta Nouri
Graphics & Branding: Fereshta Nouri

Let us know what you think of the podcast.

Our guest, Steve Kazan is an award-winning channel chief in the channel space for over 27 years now, who has developed quite a repertoire of transforming and elevating channel programs. Today, he is the founder & CEO of Inner Onion, LLC, a company that builds alliances with international technology companies that want or need representation in the United States. 

Topic summary: 

Your channel partners’ success with you can be determined in various stages. The most important of these stages is the beginning and what you do to set the foundations to attain your channel sales goals. Pay careful attention to practicing transparency early on and giving partners a personal experience. 

Steve shares with us his 4 best practices to lay the foundations for your channel program: 

1. Show your channel partners you’ve done the homework - show them a plan 
2. Establish strong and committed partner relationships 
3. Create a brand 
4.  Pick great tools & technology 

Listen to the episode to hear all of Steve’s insights on how to start channel partnerships off right.

Read the blog: https://www.magentrix.com/articles/blog/4-Best-Practices-to-Lay-the-Foundations-30-9-2021 

(0:00) Introduction 
(1:54) Steve Kazan’s channel sales background 
(2:50) Inner Onion’s mission & history 
(4:30) Best practice 1: Show your channel partners you’ve done the homework - show them a plan 
(13:44) Best practice 2: Establishing strong and committed partner relationships 
(18:44) Best practice 3: Branding 
(22:53) Best practice 4: Tools & technology 
(26:40) Challenges when not following these best practices 
(28:11) Generate higher revenue and company value 
(31:00) Conclusion 

This production is brought to you by Magentrix ✨💜
Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management 🤝

If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm  See instructions to do so at the end of the episode.

To learn about Magentrix PRM, please visit www.magentrix.com

______

Podcast Credits:
Host: Paul Bird
Executive Producer: Fereshta Nouri
Content planning, research, & writing Paul's script (with the exception of 3 episodes): Fereshta Nouri
Graphics & Branding: Fereshta Nouri

Let us know what you think of the podcast.

Whether it’s a tech stack involving multiple technologies or just a single platform, having tools to manage your channel sales is a part of forming a channel strategy not to be overlooked. 

There are a number of things to consider when selecting the tools you should use for managing your channel sales. You want to make sure the tools you select are suitable for the job and provide the performance and functionality you expect. 

And once you’ve figured that out, you’ve got to decide which tools or technologies to actually utilize – no easy feat considering the multitude of options out there. 

In this episode of The Ultimate Channel Sales Podcast, we bring on Jonathan Deveaux. He has had a successful career driving business growth through partnerships for nearly a decade. From developing strategic partnerships to roles focusing on partner enablement and partner marketing, today he is the VP of Global Alliances and Partnerships at Comforte AG. 

Jonathan discusses how to select the right platform to manage your channel sales including: 

• Best practices for selecting a channel management platform 
• When is a solution necessary for channel management? 
• Which organizations should adopt a channel management tool? 
• Top challenges alleviated by a stellar channel management platform 
• How channel management platforms increase partner engagement 

Listen to the episode where we’ll discuss these topics and more. 

Read the blog: https://www.magentrix.com/articles/blog/How-to-Select-the-Right-Platform-to-4-5-2022

(0:00) Introduction 
(1:57) Jonathan Deveaux’s background in channel sales 
(4:09) Best practices for selecting a channel management platform 
(7:30) When is a solution necessary for channel management? 
(9:28 ) Which organizations should adopt a channel management tool? 
(11:46) Top challenges alleviated by a stellar channel management platform 
(14:55) How channel management platforms increase partner engagement 
(20:13) Top 3 benefits of an excellent channel management platform 
(25:57) Pitfalls of not having a channel management platform 
(28:42) Look for a channel management platform that benefits other parts of your organization 
(30:49) Conclusion  

This production is brought to you by Magentrix ✨💜
Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management 🤝

If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm  See instructions to do so at the end of the episode.

To learn about Magentrix PRM, please visit www.magentrix.com

______

Podcast Credits:
Host: Paul Bird
Executive Producer: Fereshta Nouri
Content planning, research, & writing Paul's script (with the exception of 3 episodes): Fereshta Nouri
Graphics & Branding: Fereshta Nouri

Let us know what you think of the podcast.

Welcome to The Ultimate Channel Sales Podcast hosted by Paul Bird! The discussions in this podcast explore various channel management topics relating to channel strategy, current practices for optimizing your current channel sales from today’s experienced channel chiefs, industry insider tips to managing your channel partners, and much more. 

As the head of sales at a partner management portal provider, Paul is in an advantageous position to glean specific, multifarious insights on channel management. To date, Paul has accumulated over 24 years of experience working in both ends of the channel - that is, both building partnerships as a channel chief and working with vendors as a channel partner. Listen to this short introductory episode to familiarize yourself with the sort of content you can expect from our podcast and to learn more about the host, Paul, and his expertise on the subject matter.

(0:33) Paul's sales background 
(1:30) Paul's channel sales experience
(3:25) Podcast overview 

This production is brought to you by Magentrix ✨💜
Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management 🤝

If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm  See instructions to do so at the end of the episode.

To learn about Magentrix PRM, please visit www.magentrix.com

______

Podcast Credits:
Host: Paul Bird
Executive Producer: Fereshta Nouri
Content planning, research, & writing Paul's script (with the exception of 3 episodes): Fereshta Nouri
Graphics & Branding: Fereshta Nouri