Q: How do vendor partner programs create value for the channel?
First and foremost, there's channel conflict prevention. Optimally there should be zero channel conflict in a vendor partner program, meaning that the vendor on no level competes with the channel partner. Any time a vendor creates a program that competes directly with the channel on any level, you're going to have a problem.
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Next is a lead pass program. Is there a methodology in place from the vendor partner to provide the channel partner with leads, lead capture, qualifying and distribution?
Then there's ownership of the end customer. Who actually owns the customer? Are customer contacts made directly with the vendor or the partner? Ultimately, for branding and adding value, the channel partner would want to own the customer. That creates a better relationship with the end customer and the channel partner versus creating a relationship with the vendor. The channel partners worked hard for that relationship, so they deserve the complete ownership of the customer.