The revamped program more directly links the investments partner make in selling and servicing Polycom solutions to rewards and incentives.

"The best programs fully align individual reseller incentives with the company's strategic priorities," he said.

A critical element to the revamped channel is joint accountability. Polycom introduced new minimum volume thresholds across all program levels - authorized, silver, gold and platinum - to provide investment protection for top performing partners.

Arman said providing a method for performance management through the documentation and tracking of all joint business objectives, planned activities and critical investments is critical. With the aid of partner relationship management tools, partners are able to understand where they stand at any point in the quarter or year versus their requirement and business objectives.

Ultimately, Arman said, the best channel programs are simple, transparent and fair across product and service segments, partner categories and geographies.

"Well designed and implemented channel programs that deliver high levels of transparency and accountability, and align individual incentives with strategic priorities can have a profoundly positive impact on speed of decision making, sales cycles, growth and overall business velocity," said Arman.

3 Key Points For Shaping A Channel

Having a deal registration program for partners is important because it encourages resellers to promote vendor solutions and received incremental benefits when opportunities are registered.

"An effective deal registration program can improve overall pipeline visibility, promote partner driven net new business, reward partner influence and build partner loyalty by offering margin protection and helping to prevent channel conflict," said Arman.

Another key objective when shaping a channel program is having the correct number of partners.

"Channel capacity planning is an ongoing and continuous process critical to the overall health of your channel," said Arman. "Having a clear understanding of your share by route to market, and focusing your business development efforts to address the most important gaps will ensure you and your partners remain profitable and relevant with customers."

Arman said a successful vendor will develop a partner-first culture.

"Sales, marketing, business development and other functions must reflect a vendor culture that places the success of the end customer and partner at the center of their strategic objectives," said Arman. "Investment priorities, organization, compensation, systems and tools must all reflect a desire to support each partner to implement innovative and compelling solutions, drive world class customer outcomes and ultimately world class levels of customer satisfaction."