What do VARs and resellers expect from partner programmes? | compris-cm.com

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What do VARs and resellers expect from partner programmes?

Our June publication of the Channel Facts

  • What do VARs and resellers expect from partner programmes?

 

 


 

 

 

Partner programmes are an important part of partner management. They are subject to constant changes and adjustments in order to stay current and competitive. COMPRiS has surveyed 350 IT solution providers and resellers to find out how they perceive the partner programmes and what their expectations are of a good partner programme.

 

 

What ingredients does a well-functioning and successful partner program need to have?

The most important component for 47% are the financial benefits, consisting of special bids (25%) and kickbacks (23%), while for another 41% of respondents, a direct contact person is of high  importance. 26% value the opportunity to use demo equipment or NFR software. Other important points include:

 

  • Leads from the vendor 20%
  •  Marketing portal, special offers and online training sessions 12%
  • Partner locater 11% 
  • Events (11%, of which product launches 5%)
  • Incentives 7%
  • Possibility to deploy service employees of the IT vendor 5%
  • Detailed product information 5%
  • Short reaction time after request 5%
© COMPRiS GmbH, April 2012, surveyed 350 VARs and resellers
© COMPRiS GmbH, April 2012, surveyed 350 VARs and resellers

 

What expectations do the IT solution providers and resellers have from the partner programme?

IT solution providers and resellers expect that the partner programme would help them to stand out from the non-partners of the IT solution providers. Specifically they expect better prices (21%), closer, more personal contact with the IT vendor (19%), faster service (12%) and more information (9%). They also expect from the IT vendors that their partner programme state clearly what their value added is.

© COMPRiS GmbH, April 2012, surveyed 487 VARs and resellers
© COMPRiS GmbH, April 2012, surveyed 487 VARs and resellers

 

When the IT solution providers and resellers recommend particular partner programmes the top ones are not far apart. The way, they rate the partner programmes, are usually influenced by their personal experience and current situation. One of the most important components of a successful partner programme is the personal support of the IT vendor. However the financial benefits that the partners can generate through the partner programmes are also of high importance. The aim should be to strike a balance between the financial advantages and good personal support of the partner by the IT vendor.


The extensive expectations of the IT solution providers and resellers show that the IT vendor has to design the partner programme very carefully. However many aspects can be offset by a good personal support of the partner by the IT vendor.

 

Conclusion

The survey results show that simple handling of compensation payments is the most important criterion for IT solution providers and resellers. According to the partners the entire process has to be simple and transparent. This could be a distinct added value of an IT vendor. COMPRiS provides with ‘compensation programmes’ a transparent, simple and quick service that meets the needs of the partners.

The use of the funds to improve the margin or the offered prices may adversely affect the prevailing market price. Under these circumstances the alternative investments are to recommend so that the prices are kept stable. This could be e.g. incentives for the employees, lead generation or marketing campaigns.