How to Setup a Partner Business Plan
I was asked the question, “Do any of the Chanimal University courses walk through creating joint business plans? If so, which one?” But the response turned into the top three things you should do with a partner.
I am not a strong advocate of joint business plans with partners. Resellers don’t like to create them (and most aren’t strong in marketing, so don’t do much), vendors don’t like to read them, and partners seldom follow them.
Instead, I am a strong advocate of the Marketing Plan of Action which covers ONE thing that is done per month to promote the product. If a partner has 10-15 vendors, they just can’t do much with each of them. So, to get ONE promotion per month is real progress.
1. Get the product on their website
You should be using an SEO-optimized page that you, the vendor, has created. This way they can generate their own leads. One vendor that I worked with had over 4,000 partners and over 200 Channel Account Managers (CAMs). Yet only 13% of their partner had the product on their website—yet they were sending them leads. That is a travesty!
I helped them with this and a few other things…they had a $257 million DELTA increase in sales the following quarter and were shocked.
Easy Test for a “Good” Channel Manager
I have an easy way to test a “good” channel manager. If they say they have resellers in Austin, TX I type in their category (i.e. CRM). If their resellers don’t show up on the home page (should be one of the top 3 listings) then the channel manager is NOT doing their job.
Resellers have an advantage with local SEO (think of them as getting an extra 25 points/100 for being local (type in bike shops and you see local bikes shops, not ones in a different state)—yet the channel managers are not showing their partners how to leverage this local advantage.
And a local SEO website is the gift that keeps on giving—since it generates leads to the partner 24/7 (so you don’t have to send them leads (and they do great if they are also a referral partner)).
Video – How & Why to Setup Partner Landing Page
Here is a video I use for the resellers to convince them to use the landing page (it shows several samples, including one partner that has dominated on Google in his entire region for over 3 years—and never lost the #1 Google pole position).