A Short-Lived Honeymoon Phase

Relationships and vendor products are key to building a successful co-sell strategy. A common situation for resellers is that shortly after joining a partner program; the vendor abruptly places less reliance on the channel or moves to a direct sales model. As a result, resellers typically approach new partner programs with a healthy dose of skepticism. The key to securing partner trust is honesty, transparency and building an internal network of evangelists who will consistently communicate your program’s long-term value.