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• Solution Starter – rewards partners for taking the first steps in onboarding and implementing customer equipment.
• Lifecycle Incentive Program – rewards those partners that successfully drive software activation and adoption, and who expand existing deals into new opportunities.
• Seller Rewards – directly reward partners for selling our products and services, as well as for training, activation, and completing SPIFFs.
• Integrator Program – an entry point for consulting and platform integration partners with third party expertise in Cloud, Big Data and Analytics, DevOps, AppDev, and IoT.
• Solution Partner Program – connects non-traditional partners (like ISVs and IHVs) with traditional partners, to drive and customize Cisco-based solutions.
• Cloud and Managed Services Program (CMSP) – enables and rewards partners who offer cloud, managed, or virtual managed services based on our technologies.
• Market Development Funds for Providers (MDF) – enables partners to earn Market Development Funds based on key CMSP investments and bookings.

How can a reseller channel partner program help you?

Katrina Razavi, a business development professional, helped a B2B startup increase annual revenue by 1,983% and increase user base by 1,000% within six months…without any upfront costs.

Personally, I have helped a small startup in Sweden acquire 100 of the world’s biggest telecom operators as its customers.

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How did we do this?

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2. Thanks to our robust global partner ecosystem, customers around the world are taking full advantage of Zebra offerings to sharpen their performance edge. Many of our partners resell Zebra products and services, while others provide software applications, specialized solutions or services that complement Zebra offerings.
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Yes, you guessed right. We attained success by developing a well-designed Channel Partner Reseller Program.

Channel Partner programs are so powerful that even multi-billion tech companies including Microsoft, VMWare, Oracle, eBay, Mailchimp, Shopify,Citrix and thousands of others use it.

Despite its huge success, creating successful partner programs isn’t a piece of cake. It takes time, effort, and most importantly, strategic planning. I have tried to make it simpler for you by introducing this 14-step process.

A well-designed partner program, is the formula to power your sales to Legendary levels.

Like my other blog posts and presentations, this article is also based on my personal experiences and reviews from industry experts. I am sharing my conclusions here so that you don’t have to reinvent the wheel.

The definition of a channel partner program is: “A Channel Partner Program is a strategy to motivate and engage channel partners to create more value for customers.”

If you want to understand the definition in detail read my article by clicking here.

Business goals, vision, and executive support

Before you start developing your own Channel Partner Program, there are a few important factors you need to keep in mind: business goals, vision, and executive support.

Creating a professional reseller channel partner program is a big investment of time, effort, and resources. This is why it is essential that the partner program you want to create is aligned with the company strategy and business goals. This is also why it is essential to have executive support before you kick-off the process.

Now that you know what you need to take care of before you start, let’s go on to learn how to create your very own professional partner program.

The Creation is Not a Straight Line

The creation of a Partner Program and Channel Sales is not a straight line. It’s a lovely mess that gets more clear and straight the more you study and develop it. If the world or your business changes suddenly, you may have to start over.

A solid value proposition automatically gives you an edge. It’s the number one thing to define because it will determine whether people will bother learning more about your solution, services, or product.

Defining a value proposition is about letting people know clearly what they will get out of using your product or service. You can use some tools to define customer gains, pain points, and rank what is more important for them. The next step is always to compare your value proposition with that of your competitors, what the market wants, and available alternatives. Once you have this data, you can define a solid base value proposition.

Personally I use Strategyzer's Value Proposition Canvas. It is a great tool to think deeply about customer jobs, gains they want and pains they have. When we understand the customer in detail we can better describe the value we provide in a way that the customer finds interesting.

If you want to learn more about value proposition design, check out my article titled How to Create a Strong Value Proposition for B2B. I also recommend that you read How to create customer profiles / buyer personas for B2B Sales and How I Broke the Code for Advanced Value Proposition Creation Design.

When you and your prospect customers understand the value proposition clearly, it will be much easier for your channel partners to pitch your product or service to people.

Customers now know about your solution. So now what? There’s still so much to do.

You need to understand the entire buyer journey for the customer and design a sales process. What steps are involved in the sales process? How many steps are there? What needs to be done at each stage of the sales process? All these questions need to be answered in detail.

But when you create the sales process, it is important that it is from the customer's perspective. It should be customer-centric.

Read my article How to Design a Sales Process for B2B Sales that explains how you can create a better sales process and improve your sales result.

Ever heard of the phrase, “Keep your friends close, and enemies closer.” You must apply it to yourself. Essentially, you need to understand what your competitors are doing.

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Try to get a deeper understanding of your competitors' partner programs. What is their target audience? How have they organized it? What benefits are they offering customers? What kind of relationships are they developing with their channel partners? How well is their channel program turning out? What is their structure for channel sales and channel partners?

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This data will give you a lot of insights before you even begin offering your partner program and developing your channel sales. You will know what is working and what is not.