Tips for Working with Channel Partners on a Joint Sales Pipeline

Collaboration between direct sales teams and channel partners is an opportunity for expanding reach, driving revenue, and maximizing customer value. However, aligning these two forces—direct sellers and channel partners—can be challenging for any partnerships executive. Here are some strategic tips to help you build a productive joint sales pipeline that leverages the strengths of both direct and partner sales teams.

1. Establish Clear Roles and Responsibilities

One of the primary reasons joint sales efforts fails is ambiguity around roles and responsibilities. To prevent this, it is essential to clearly define and communicate what each party is responsible for in the sales process. Consider implementing the following steps:

• Define Sales Stages: Break down the sales process into clear stages (e.g., lead generation, qualification, demo, proposal, closing). Assign primary responsibility for each stage to either the direct sales team or the channel partner.
  
  
• Lead Ownership: Determine who owns the lead at each stage of the sales cycle. This could be the partner, the direct sales team, or a combination depending on where the lead is in the process. And be sure that aligns with the outcome of who owns the customer post-sale.
  
  
• Document Responsibilities: Use a Responsibility Assignment Matrix (RAM) or RACI (Responsible, Accountable, Consulted, Informed) chart to document and communicate these roles across both teams. Simply talking about it does not hold well when conflict arises.

2. Create Aligned Incentive Programs

Motivating both your direct sales team and channel partners to work together harmoniously requires aligned incentive programs. Misaligned incentives can lead to competition, confusion, and ultimately lost sales opportunities. Think about:

• Joint Compensation Plans: Design compensation plans that reward both direct sales teams and channel partners for their contributions to closing a deal.
  
  
• Incentive Structures for Partners: Allow use of Market Development Funds (MDF) and cooperative advertising programs to support channel partners in generating leads, while not excluding those opportunities for direct seller participation. This motivates partners to invest more in joint marketing activities and puts the opportunity to close ahead of the need for who gets credit.

3. Implement a Unified Sales Process and CRM Integration

A seamless sales process requires seamless data flow. Having a unified Customer Relationship Management (CRM) system that both your direct sales teams and channel partners access and update is not optional. This approach provides transparency, ensures data accuracy, and helps in tracking progress.

• Shared Access: Grant your partners access to your CRM system (likely through a PRM interface.) This allows for real-time updates on the sales pipeline, lead status, and customer interactions.
  
  
• Consistent Reporting: Standardize the way both direct sellers and channel partners report their activities and sales progress. Consistency in reporting helps in monitoring the health of the joint pipeline and identifying potential bottlenecks.
  
  
• Training: Provide training to your channel partners on how (and then train again.) Ensure they can effectively log their sales and collaboration activities and results.

4. Foster Open Communication and Regular Alignment Meetings

Effective communication is the bedrock of successful collaboration. Encourage and reward regular, structured communication between direct sellers and channel partners. That allows you to prevent misunderstandings, align strategies, and foster trust:

• Regular Check-ins: Schedule regular meetings to review joint pipeline progress, discuss potential opportunities, and address any challenges. But be conscious here that the frequency and depth of these may not be the same with partners as you expect with your direct team. Too many vendors oversteer and treat partners like sellers.
  
  
• Feedback Loops: Create feedback loops where direct sellers and partners can openly discuss what’s working, what isn’t, and propose improvements. Mature, constructive post-mortem dialog on won and lost deals should be the goal.

5. Create Joint Marketing and Lead Generation Initiatives

Effective joint sales efforts are often backed by robust joint marketing and lead generation activities. Collaborating on marketing campaigns not only generates more qualified leads but also strengthens the partnership. Selling together is about showing up together in the market:

• Co-branded Campaigns: Develop co-branded marketing materials, such as brochures, webinars, and email campaigns. Co-branding strengthens both parties' brand presence and demonstrates a unified approach to customers.
  
  
• Joint Events: Host joint webinars, workshops, or industry events. These events can help generate leads, educate prospects, and position both the channel partner and the direct sales team as thought leaders in the industry.
  
  
• Lead Sharing Agreements: Build in agreements on how leads generated from joint marketing activities will be shared and handled – promptly and efficiently.

6. Provide Training and Resources to Partners

Partners must be well-equipped with the knowledge and tools needed to represent your product and brand properly. Providing comprehensive training and ongoing support is foundational for enabling them to sell successfully.

• Product Training: Regularly update your partners on product features, benefits, and competitive positioning. This could be done through webinars, online courses, or in-person workshops. Hold them accountable for completion.
  
  
• Sales Tools: Equip partners with sales enablement tools such as pitch decks, demo scripts, case studies, and objection handling guides. The more resources they have, the more effectively they can sell. And those resources should look like those in the hands of your direct sellers. One brand and message to the customer.

7. Monitor, Measure, and Optimize

Finally, establishing a framework to monitor and measure the effectiveness of your joint sales pipeline should go without saying. Set up key performance indicators (KPIs) to evaluate the success of the partnership. Make adjustments to optimize outcomes along the way.

• KPIs: Define KPIs such as joint deal closure rate, lead conversion rate, time to close, and revenue contribution from partners.
  
  
• Feedback Collection: Periodically survey your partners and direct sales team to gather feedback on the joint sales process. Understanding their experiences can reveal areas for improvement. While at it, ask customers about their experience in the co-selling motion.

Conclusion

A well-managed joint sales pipeline that integrates both direct sellers and channel partners can be a powerful driver of revenue growth. Success in this area requires ongoing effort and a long-term commitment to collaboration, but the rewards—stronger relationships, increased market reach, and higher sales—are well worth it.

By focusing on these strategies, companies can ensure that their direct sales and channel partner teams work together productively, creating a unified approach that benefits everyone involved. Contact us to learn about how to build a co-sell plan that drives incremental revenue for you and your partners.