Q:  Why do best performing channel programs continue to out-perform others?  

A:  They are predictable and programmatic.  They stay the course with a model for doing business with their channel.  
 
In my experience building and improving channel programs, the best performers always follow some form of a model. Build, Implement, Maintain.  Enroll, Activate, Renew. Design, Recruit, Engage, Activate, Retire, Renew (a bit long for my liking).
 
Models are great and IMHO (in my humble opinion), underappreciated. They help us keep on track and ensure balance in our programs. Breaking complex programs into models makes it much easier to set a good, comprehensive strategy and translate it into realistic, timely execution.
 
The model our company consistently follows is the 360⁰ Channel Lifecycle™. This model applies to the larger, umbrella program, as well as each individual opportunity or campaign within the overall program.
 
In our experience, every good Channel Program should follow this cycle (or one similar):





  1. Recruit partners - Enroll them in your program
  2. Engage partners - Train them, Enable them,
      help them Execute
  3. Retain partners - solicit Feedback, build Loyalty,
      Reward performers
  4. Recruit partners - Renew them into your
      program


     And so on.
 



There is an unofficial offshoot from “Retain” that we keep in the back of our minds as we're evaluating and building programs: Weed. We're all for fostering low performing partners who show high potential, but we hate to see our client’s budget and resources drain on those low performers who don't even try.  So, with every evaluation, we promote Spring Weeding.
 
It just so happens to be spring…have you done your weeding?
 
More to come on this, but in the meantime, I'm always curious as to what others find useful so feel free  to share what works for your program (or for partners reading this - tell us what OR what's not working!)