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How should we go about channel management when growing a data center?

We have one question about building a channel partner program. Many people don't realize that if you're trying to attract a certain kind of reseller or VAR, it's just another buyer persona. In the last couple of months, we've had many conversations like this with clients and prospective clients.

In most cases, you're not looking to attract all SMB VARs in the US.

It's too broad a net to cast. So you need to be super specific about it. Who are the specific kinds of channel partners that you want to attract? What are they worried about?

What are their goals, challenges, what they are searching for online, where do they hang out online, and where do they hang out offline? What are the things that can get them a promotion? What are the things that can get them fired?

In other words, what are the things that can get them new clients? What are the things that can get them kicked out of new clients? Once you understand all of those issues and create hyper-relevant content that helps them solve those problems, content and the form of blog posts, screencast videos, podcasts, eBooks, white papers, and checklists.

Content that enables you to teach them how to be a better VAR and better channel partner. Early on, they're not looking for your channel program. They're just looking for advice on how to solve a specific problem in their reseller, VAR, or MSP organization.

If you can be perceived as a teacher, trusted advisor, subject matter expert, and thought leader, it builds up that trust. And that's an essential prerequisite to getting them excited about joining your partner program. That delight phase at the end, their delight is hugely critical because getting them signed on as a partner is only half the battle.

You must ensure you have the right enablement strategies to teach them how to sell through. It's not about selling them. It's teaching them how to do what your sales team can do on a more independent channel partner basis.

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