Here are 3 things I wish I knew when I landed my Channel Marketing job 15 years ago.  Maybe it will save you a little time in your career: 

1.  Partners are not "pure" anything.  They are rarely just SIs, Distis, Resellers, ISVs, MSPs, Hosters, etc.  Tech vendors tend to want to assign handy designations to partners, but the bottom line is that they are "technology opportunists" - if they see a buying market for something, they will learn it and do it - whether that means building an app, hosting a datacenter or creating a service.  Most of your channel partners will evolve into several different types over their lifetime.  Simplify your designations and don't be too rigid in using them. 
Instead, talk about 4 scenarios with partners based on what they do, not who they are.  Example: 
                -"when you offer services"...
                -"when you host solutions for your clients"
                -"when you resell products:  HW/SW"
                -"when you build apps (custom or packaged)"

2.  ROI matters:  When I was green, I pictured partners reading every word that came from tech vendors like Microsoft and HP and making plans to embrace every initiative.  Instead, we are all clamoring for the valuable attention of these experts who juggle 8-12 other vendors they represent.  No, partners are not waiting with bated breath for your next mail, so you have to concisely step through the ROI: 

• How much of a shift are you asking from me?  Based on Where I am now, how far away (deletefrom that) is what you are asking me to do?   
• How long is it going to take and what's the opportunity cost of sending my skilled people out of the office to ramp up? (think new product launch)
• What's the real deal size and how many customers care about this right now?  (think sales, services and pull-through)
• How long will this market be around?  (think Y2K)
• Does this opportunity displace any of my existing business? (think Cloud)

3. Don't take yourself too seriously.  A lot of vendors write web copy or materials to partners using what I call their “Big Voice” (“ahem…Today, COMPANY is proud to announce that the partner program will evolve to 3 new levels”).  Better to be approachable.  Partners are like a mix of your close friends and distant relatives.  They are about what you care about -- happy customers.  If you are on that road together and you mess up a little, it's okay, they understand your imperfections a few times (e.g. Vista) as long as you right it (Win7) and keep them informed.  Admit your mistakes, be humble and you can continue down the path, smiling together.

If you need more tips about the full spectrum of partner program management from recruitment to engagement to loyalty, give us a call. 

-Kris