Channel Enablers Partner Manager Resource Center

The key to successfully developing and nurturing channel partners and the business results they produce for a vendor lies in the focus placed on customers and market needs before any partner is selected.  Knowing who will ultimately buy and consume a vendor's products and services will guide the vendor in determining which partners are most likely to succeed. In the same way that a company would not be wise to hire all of its employees without considering the roles and responsibilities to which each person will be assigned, vendors should be cautious about engaging channel partners without a complete understanding of the needs of their prospective customers and markets.