EXPERT SPEAK
FOCUSING ON YOUR
PARTNERS:
The channel’s biggest need
Lara O’Brien Williams, Senior Director of Worldwide
Partnerships at Cumulus Networks, tells us how vendors should
think about their partners’ needs and ensure they are happy.
A
s we start the new year, with
renewed budgets and projects to
look forward to, we mustn’t forget
our partners. Just as we will be planning for
the next 12 months, they will be planning too
– reviewing if they want to stay on or move
to a new partnership.
That’s why before the new decade
approaches, we need to think about our
partners’ needs and how to ensure they
are happy.
We also need to look at the changing
world of channel partners in an age of Digital
52
Transformation to ensure every notch in the
chain is as strong as it could be.
Speaking the right language
For starters you need to have partners that
can speak your language – otherwise, how
are you going to get buy-in for your product?
They need to have the same goals, culture
and outlook as you. You want them to be able
to sing your praises and understand your
to-market products better than you do. After
all, they are going to be your spokespeople
on the ground. But more than that, they need
You need to have
partners that can speak
your language.
to be able to bring new skill sets to the table.
They should build on your strengths but help
to lessen your weaknesses. After all, a chain is
only as strong as its weakest link.