Why PX is Important: How to Create Better Channel Partnerships

According to new CompTIA research, channel firms and vendors are now more thorough in screening potential partners and getting clearer about what they want out of these relationships. This is according to ChannelCon 2022. Vendors and channel companies are now more thorough in screening potential partners and are clearer about what they want out of these relationships. CompTIA surveyed half of the channel firms that said they have dropped a vendor due to poor partner experiences.
“That alone should be a bit chilling to the vendors in the room,” Carolyn April, a CompTIA researcher, said. She presented the findings from two new reports on IT channel partnerships, Partner experience trends 2022 Vendor Perspective, and Partner experience trends during ChannelCon.
Cloud technology has transformed the traditional reseller model into an enormous ecosystem. However, it is more difficult to get partnerships to work because of this. April stated that the cookie-cutter model is no longer applicable to vendors.
What is PX?
Partner experience (PX), in the IT channel, covers many things, including recruiting, onboarding, and tech support. Partner relationships must make it easier for both parties and end users to do business.
April stated that all of these touch points are part of the partner experience. If any of them fail to be good, it can lead to a strained relationship. It is supported by data. The research found that 35% of respondents said a good experience with a partner is essential to maintaining a vendor relationship, while 57% consider it important.
April stated that while channel firms may be making money with vendors, if their partner experience and habits are not in line, they will know that there is another vendor down the street. There are many ways vendors can help partners, but it is up to both of them to do better.
Channel service providers must offer education to employees if they want vendors to bring in great products and leads.
Brian Mullaney, chief revenues officer at CrushBank Technology, stated that a good partner experience is more than a “nice to have” or “need to have”. Vendors are also becoming more selective in order to find partners that provide strategic value and revenue. Trend Watch
How to be a better partner
Michelle Accardi, CEO at Logically, stated that her company has extensive experience on both sides channel partnerships and she does her best to make the most of her past experience to help her clients.
“Vendors often say, “When you reach this number, then I consider you important to me.” I think we all want that. A partner who will help us ramp up, and if we don’t, a partner who asks, “How can we help?”
Both vendors and partners have responsibilities in creating positive partner experiences.
Vendors must trust their employees to act on behalf of partners and meet their needs. Michelle Ragusa McBain, Cisco Systems, said that empowering your team will increase the force multiplier. “You must have extreme trust and be open to people making mistakes.”
Partner side, ensure that you only contact the vendor when it is necessary. Lance Thompson, senior vice-president of business development at Acrisure Cyber Services, stated that they try to handle all levels 1 and 2 issues and only need to contact the vendor for the more technical issues. “This will cut down on calls and you won’t always have to rely on them for the simple answers.
Transparency is key to a better relationship. Communication and transparency are also important. Channel partners are responsible for selecting the right stack and the best vendors for their employees and customers.
Ragusa McBain said, “Make sure you’re rowing in the same direction.” “You want people who can talk straight with you, who are able to understand your environment and what people think about it. Both sides want to be open and honest. Making it more difficult to do business can lead to long-term partners quitting. You can terminate customers who are difficult to work with and the same goes for partners. Trend Watch
Download Partner Experience Trends 2022 Vendor Perspective & Partner Experience Trends