New Channelnomics research finds that vendors value strategic alignment, disciplined execution, and consistent performance over traditional markers like certifications, renewals, and gross sales.
Vendors often talk about working with “the right partners” — solution providers that demonstrate a combination of proficiency, performance, and commitment to achievement. Increasingly, channel chiefs and partner program managers are focusing on developing ideal partner profiles — attributes that define what they consider a well-rounded solution provider aligned with their products, sales models, and objectives.
In years past, channel leaders pointed to gross revenue, consistency in sales performance, and sales and technical certifications as the key attributes reflecting a solution provider's value in the go-to-market equation. Training and certifications, they said, made partners more proficient and less reliant on vendor resources in selling to and supporting customers.
Channelnomics surveyed channel chiefs and program managers about the attributes they consider indicative of their best channel partners. Surprisingly, sales and growth did not top the list. Instead, commitment and predictability emerged as the defining qualities. Moreover, attributes traditionally viewed as necessary for partner program qualification, such as technical certifications, were among the least-cited factors for identifying top performers.
