Selecting a Channel Partner

One of the challenges I face this year is selecting and managing channel partners. Although this is not entirely a new experience it is the first time that I have determined to actively manage the relationships. In the past, partnership arrangements have been created solely by expertise in a certain technology.  For example we became experienced with a specific microprocessor family and toolset and developed a solution partner relationship with the vendor.  The relationship was casual with few interactions. And as one might expect we had had mixed results; some referrals, some proposals, and minimal actual work.

I began to think whether having channel partner relationships are really helpful towards meeting our business development goals. I believe they can be. But I need to figure out how to make the partnership work.

So I began asking questions.

• How can I know which company is the right one to establish a relationship?


• What type of company should I be evaluating (i.e. service or product)?


• How much time and money should I invest in the partnership?


• How does our company add value?


• How can I project a business return?


• Are our business interests aligned?

I have many more questions with few answers so far. But it is a beginning. I will have more to say about channel partnerships as the year progresses.