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How to Build an Effective Channel Partner Program with Matt Solomon

channelWise Team • May 18, 2023

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Are you looking to build trust and strong relationships with your channel partners? Do you want to improve partner enablement and support?


In this Ask the Expert Episode, Kris Blackmon, Chief Channel Officer of JS Group, interviewed Matt Solomon on behalf of channelWise. Matt is the Co-Founder & Chief Business Development Officer of ID Agent and also a channelWise expert. Here they discussed the keys to success in channel program development and how vendors can set themselves apart in a competitive market. From the early stages of building a channel program to improving follow-up processes after events, Matt shared his insights and experiences working with MSPs and other channel partners. 


Highlights

  • Building trust and strong relationships with partners is key to the success of any Channel Program.

  • Partner enablement and support, such as effective onboarding, consistent communication, and multiple delivery methods for onboarding material, are crucial to partners' success in gaining momentum.

  • Personalizing communication, addressing specific needs, and offering opportunities for thought leadership and product pitches beyond in-person events are ways vendors can improve their follow-up process and set themselves apart in competitive pitches.


What is the main objective of ID Agent’s Channel Program?


Our main objective with the Channel Program is to become the go-to platform for MSPs looking to evaluate their tech stack. We recognized that product reviews and comparisons are a significant part of the conversation among MSPs in various forums, accounting for about 50% of the chatter. To address this, we focused on bringing greater transparency and validation to these discussions, making it easier for MSPs to compare products and choose the best ones for their needs.


Over the past 11 months, we have worked hard to evolve the program to meet the needs of MSPs better. This included launching product reviews that require MSPs to put their name on them, ensuring greater transparency and authenticity. We have received over 800 product reviews in the last three months alone, indicating that MSPs find the program valuable and useful for their needs. We are committed to providing MSPs with the resources and tools they need to evaluate and select the best tech solutions for their businesses.

What were the early stages of building the ID Agent Channel Program, and how did the program gain the trust of partners?


In the early stages of building our Channel Program, we stumbled upon the idea almost by accident. At the time, we did not have a proper Channel Program that we believed would work. However, after an article was written about our program in a trade publication, we started receiving inbound leads from MSPs. We were fortunate enough to get a few MSPs on board who gave us valuable feedback on how to position the program for it to work for them.

We understood the importance of listening to our partners from the start and prioritized asking for their input and feedback. This feedback helped us hone in on what our partners wanted, and we used it to engage directly with them through product advisory councils. Additionally, we developed policies and procedures for communicating with our customer base, recognizing that it can be difficult to reach them effectively. By engaging with our partners directly and listening to their needs, we have built trust and delivered on their expectations.

What made ID Agent's Channel Program so attractive to other MSPs that allowed them to build out their channel so fast?


In the early days of building our Channel Program, we found that building out partner enablement materials was the biggest key to our success. We got on early with data's roadshow, which allowed me to see what they had built and learn from it. We took what they were doing and did our own version of it. We were very different from other vendors, and we honed in on that.

We built a platform for partner enablement ahead of other vendors at the time and completely separated us from competitors. We were also doing things well before anyone else, such as jumping on sales calls with our partners and providing extra assistance through what we called "goal assist." In those early days, I never said no to anyone and went the extra mile for our partners. You must give your partners time and attention to turn them into raving fans. Getting just one MSP to like you can turn into 10 quickly since so many of them are in peer groups.


What do partners need when it comes to onboarding, and how can vendors help them succeed in gaining momentum?


As a vendor, investing in partner enablement and support is important, and emulating successful Channel Programs can be a good way to start. We should not make the mistake of throwing sales and marketing enablement toward our partners without investing time and energy in having those conversations with them.

Onboarding partners is critical to their success, and having a dedicated customer success person to help partners onboard properly and continue to reach out is essential. It's important to deliver onboarding material in multiple capacities and follow up consistently to ensure partners know everything available to them.

What does it mean to be an expert in boots-on-the-ground marketing?


Boots-on-the-ground marketing means putting in the hard work and hustling at events. At ID Agent, we were fortunate enough to have the budget to attend many events - about 150 over a two-and-a-half-year period before COVID. One of our most successful boots-on-the-ground marketing stories was at Robins's boot camp. I had a main stage speaking slot and made a big announcement about our new product. I then went into five ways our current partners or prospects could get more value in their contracts. I announced that if 50 MSPs signed up with us, they would get 50 extra domains to monitor. We also had a game where we would give you another domain if you wore one of our t-shirts during the event. This created a social selling frenzy, and we signed 87 MSPs at the event. It was pure social selling and a great example of boots-on-the-ground marketing.

How can MSPs use vendors' strategies to promote and build their businesses?


As a vendor, we created incentives to turn our partners into our biggest brand ambassadors. One of our strategies was to be one of the last people to break down our booth at events so that we could speak with more MSPs. This often resulted in signing deals at the very end of the event. We also did webinars and partnered with other vendors to drive thought leadership and reach a larger audience.

As an MSP, I suggest doing the same and borrowing tactics from Fortune 500 companies. For example, partnering with law firms or professional services that target the same audience can be an easy way to drive more business. Local celebrities like athletes or thought leaders can also be brought in for events to draw more attendance. By creating brand ambassadors out of your current client base, you can generate more business and expand your reach.

How can vendors improve their follow-up process after a virtual or in-person event?


As a vendor program manager, personalizing communication with leads is key to effective follow-up after events. It's important to address their needs and not bury the value proposition deep in the email. When I receive sales emails, I look for something that catches my attention by addressing a specific problem or need. It's worth taking the time to research and add a personal touch to the communication.

At our program, we strive to provide ROI over the entire year and not just at in-person events. We offer opportunities for vendors to pitch their products and provide thought leadership through webinars and events. We also understand that the buyer's journey is not always immediate, so we have built a platform allowing vendors to answer frequently asked questions that MSPs have. This saves time and helps us to focus on discussing how our product can solve their problems. We are always looking for ways to make it easier for vendors to have meaningful conversations with leads.

What sets the successful partners or vendors who pitch on Channel Program apart from everyone else?


As a representative of the Channel Program, we focus on five areas during vendor pitches. These include what problem the vendor solves, what makes them different, their pricing structure, their Channel Program, and how they can make us more efficient, cost-effective, or secure. The vendors who spend the most time discussing what problem they solve and what makes them different tend to be the most successful in our program.

We're even considering launching competitive pitches with similar companies on a single pitch to directly address what sets them apart. We've also developed channel charts that provide direct feedback to help MSPs evaluate the stack and determine who separates themselves from the pack during the pitch events.

For more advice about how to build and manage a channel ecosystem, visit Matt's profile on channelWise.
Check out channelWise.com for more experts to help you with your business or career.


Note: Transcript is edited for time and clarity.

What free or low-cost tools can help me market my MSP business?

By The ChannelPro Network in Collaboration with the channelWise Team • February 12, 2024
One of the biggest marketing challenges I see with managed services providers is identifying the right marketing channels and tactics. Navigating the maze of marketing tools can be a daunting task for MSPs. Here are some of my favorite tools that won’t have you digging deep into your pockets:  Interview Your Ideal Clients Have you ever thought about simply having a chat with your ideal clients? It’s a classic, cost-effective way to understand what your clients really need and want. Engaging them in interviews can unveil their preferences, needs, and challenges straight from the horse’s mouth. And it’s free. Incorporate Tools Like ChatGPT AI has been making waves in the marketing sphere, and one tool that stands out is ChatGPT. This multipurpose tool can assist with content creation, SEO optimization, email marketing support, and more. Start with a free plan, and if it meets your needs, the paid plans kick off at $20 per month. Google Analytics & Search Console For a deeper dive into your website’s performance, Google Analytics is your go-to tool. It’s a treasure trove of data, offering insights into traffic, user behavior, and the effectiveness of your marketing campaigns – all for zero cost. Alongside it, Google Search Console can be your ally in optimizing your site’s visibility on Google, also without costing a dime. Try Ubersuggest SEO is a linchpin for online visibility, and Ubersuggest is a solid, budget-friendly option for keyword research, site audits, and competitive analysis. It has a free version, but its paid plans are competitively priced starting at $29 per month or a one-time payment of $290. Shore Up on LinkedIn LinkedIn, the haven for B2B marketing, is a social media platform you shouldn’t overlook. It’s a formidable space for networking, sharing insights, and flaunting your MSP services to a professional audience. Basic usage is free, but if you fancy more features, premium plans are available at a cost. Email Marketing Despite being a veteran in the digital marketing arena, email marketing still holds its ground as a cost-effective channel. Platforms like Active Campaign, Mailerlite, Mailchimp, ConvertKit, and Aweber are notable mentions. Their pricing starts at $10 to $20 monthly. Incorporating these tools can serve as a catalyst in refining your marketing operations, understanding your audience better, and fostering a stronger connection with them without burning a hole in your pocket.

Diversity matters to me, but there isn’t a lot of it on our team. Is that going to hurt us with customers?

By The ChannelPro Network in Collaboration with channelWise • February 12, 2024
Today’s customers want to see themselves reflected in the companies they support. Research has shown that a lack of diversity within teams is detrimental to business development and customer relationships, especially when your customer base is diverse.  The primary reason that diverse teams are critical to the success of client engagement is due to the unique experiences and intersectionality of the varied perspectives each team member brings to the table. This opens the door to more creativity and improved problem solving that your customers expect from you, which leads to greater customer satisfaction. Your ability to connect with customers thrives on your capacity to deliver fresh perspectives and how well you anticipate and respond to their needs. The more your team is representative of the markets they serve, the more valuable their insights become – and you can create better solutions for your client. Lack of Diversity Stifles Progress Consider the backlash experienced by big brands that create racially or culturally insensitive ads or products. Chances are no one with a varied perspective was present in strategy meetings to challenge the status quo. Perhaps you have personally experienced a client interaction where you or a peer unwittingly disregarded the position and authority of the primary decision maker based on their race, age, gender, or other misguided assumptions due to a lack of cultural competence. It happens all the time but it doesn’t have to. Diversity is less about how a person looks or where they come from; it’s more about valuing different points of view and being open to exploring new ways of thinking. It’s about integrating diversity of thought, which comes from the unique backgrounds and experiences of diverse individuals. By contrast, homogeneous teams are composed of individuals with similar backgrounds, perspectives, and experiences, which often subjects them to groupthink, blinds them to new opportunities, and hinders exploration of unconventional approaches. Thus, you’ve inadvertently stifled the very progress you aim to achieve. Create Your DEI Strategy As you plan your next client interaction or strategy meeting, ask yourself these questions: How well do we understand the unique needs, preferences, and challenges of diverse customer segments and/or buyers? Which team members’ perspectives are missing? Why are they not in the room? How can we adjust our thinking to better connect with our clients and their needs? The responses to these questions position you to address the gaps, better relate to your customers and their unique challenges, and help them innovate. A diverse team is better equipped to do just that.

We are too small for an operations manager. How do we streamline inefficient workflows with limited time?

By The ChannelPro Network in Collaboration with channelWise • February 12, 2024
I see this problem all the time: You’re overworked, can’t keep up with tickets, the phone is ringing, and there is no time for anything other than fighting to keep your head above water. However, if you don’t change anything, you will never break free. Even hiring an office manager won’t help because if you haven’t taken the steps to create a business machine, they’ll end up increasing your workload rather than reducing it. So, how do you create a machine? Here are some recommendations. Focus Your Operations Start by streamlining workflows through repeatable processes, then document them as you work. The most common source of inefficiency is solving many problems for many kinds of customers. You will be spread very thin and will never catch up if you work with accountants who have issues with Thomson Reuters, QuickBooks, and Liscio; doctors who struggle with Epic; and architects who need to make Papercut and AutoCAD work. The key to mechanization is focus. Get spectacular at solving a few critical problems for very specific markets. Focus cuts work out of your process and reduces work throughout the business. Make Time to Document A lack of time is a problem for many businesses, but you don’t have time to not document. Undocumented processes take two to three times longer to complete – sometimes much more – because you figure it out each time. A lack of documentation is why hiring an office manager won’t help. One of my clients passionately resisted documentation. They were drowning in tickets, unsatisfied customers, and unfinished projects. They also suffered from a lack of sleep. Documenting the first process was hard, but now, they have 5,000 processes documented. Trailing tickets were reduced by 93%, revenue tripled, they hired a team that delivers impressive results, and they take vacations without their phones. Use Automation Tools The third piece is automation. But you cannot automate a process you haven’t defined. That creates a mess and endless work. Once you have something defined, automate it. PSAs and RMMs have self-healing scripts and scripts for common problems that can save oodles of time. Ensure you set proper thresholds so you can detect issues before they escalate. This takes out randomness. Automate ticket assignments and responses, and create canned answers for the top 50 things your techs respond to. Plus, with open APIs, compatible tools, and tools like Zapier, you can automate an almost endless list of routine office tasks: Proposal creation and delivery Follow-up processes QBR (SBR) scheduling Sending birthday cards  By incorporating these strategies, even time-strapped small companies can reduce burdensome workloads.

When should I upgrade my website?

By The ChannelPro Network in Collaboration with channelWise • February 12, 2024
When you’re trying to determine if it’s time to upgrade your company’s website, it’s important to first understand if your website works for you. Is it driving leads? More importantly, are those leads turning into clients? If so, then you are probably good. But if you’re like most of the 400-plus MSPs’ websites I reviewed over the last two years, then you probably are not getting the results you should be getting. But before you go near a keyboard or mouse – or worse, hire someone to redo your site – the fundamental questions around proposition, direction, and target market need to be answered. Making the decision to rebuild a site is so much more than a design exercise. It’s an exercise in figuring out what your business is all about and where it’s headed. Think of your site as a storefront window. It’s where potential clients first encounter your brand, learn about your services, and, most importantly, decide whether they want to engage with your business. An outdated or ineffective website can have a significant impact on your ability to start those new conversations. So, when do you know it’s time for a new website? Here are some overall thoughts: Outdated Design  The visual appeal of your site plays a crucial role in attracting and retaining visitors. An outdated design can turn potential clients away. You only have one chance to make a first impression. If your site looks like it hasn’t seen an update in years, it’s probably time for a refresh. I’ve seen too many sites that look like they were designed when we were still sending faxes or are a barely customized template. It’s almost 2024. Don’t let that be yours. Ineffective Content, No SEO Your site’s content should be informative, engaging, and relevant to your target audience. It should be personal, too. It should tell stories about your business and how you’ve helped your clients. In addition, is your site getting traffic for local geographic search terms? Are you missing out on organic visitors? If SEO is non-existent. It’s time for a refresh. Low Conversion Rates If you’re getting visitors, but those contact forms are not coming through, then your calls to action aren’t doing their job. Make them clear and always sell your credibility on relevant landing pages. Talk to me if you’re not sure how to make that happen. Domain or Business Name You are what you are online. If your business can’t be found easily, change it. It’s that simple. Be unique. Be found. If you’ve noticed any of the signs flagged above, it likely is time to consider investing in a refresh.

Our Lead Engineer Says He’s Burned Out. Is There Anything I Can Do to Make Things Better?

By The ChannelPro Network in Collaboration with channelWise • February 12, 2024
As a leadership and coaching expert, my primary focus is on supporting individuals who experience burnout. Burnout is especially common in high-stress roles like engineering. However, there are several steps I recommend to make things better for your lead engineer . Foster Open Communication  It’s crucial to create a safe, nonjudgmental space where your lead engineer feels comfortable discussing their burnout and its underlying causes. By actively listening and showing empathy, you can help them feel heard and understood. Manage Expectations It’s important to review their workload and expectations. Burnout often stems from an overwhelming amount of work. Take the time to assess their responsibilities and workload, and identify areas where improvements can be made. This might involve redistributing tasks, delegating when possible, or even considering hiring additional resources to lighten the load. Work/Life Balance Encouraging work/life balance is another vital aspect. Help your lead engineer establish healthy boundaries by promoting regular breaks, time off, and the ability to disconnect from work during non-working hours. Demonstrating the importance of personal time and well-being through your own actions is key. Tools and Support Providing resources and support also is crucial. Ensure your lead engineer has the necessary tools and resources to perform their job effectively. Consider offering additional training, mentoring, or coaching to enhance their skills and boost their confidence. Employee assistance programs, counseling services, or wellness initiatives can also provide valuable support. The Culture Criteria Cultivating a positive work culture is essential in preventing burnout. Encourage collaboration, recognition, and appreciation among team members. Celebrate successes, share achievements, and foster an environment where everyone supports one another. Recognizing your lead engineer’s contributions and offering regular constructive feedback will contribute to a positive work environment. Empowerment Through Autonomy Promoting autonomy and flexibility can help combat burnout. Grant your lead engineer more control over their work whenever possible. Empowering them with decision-making authority and exploring flexible work arrangements, such as remote work or flexible hours, can improve their well-being and job satisfaction. Check In Often Regularly monitoring goals and revisiting them is crucial. Check in with your lead engineer frequently to assess their progress and adjust goals as needed. Collaboratively setting realistic and achievable targets, considering their workload and well-being, will help reduce overwhelm and increase motivation. Truly Listen to Feedback Seek feedback and be open to iteration. Ask your lead engineer for their insights, challenges, and suggestions for improvement. Involve them in finding solutions and implementing changes. Continuously assessing the effectiveness of the strategies you’ve implemented and adapting as needed is key to addressing burnout successfully. By implementing these strategies and demonstrating genuine care and support, you can create a healthier work environment that fosters well-being, productivity, and job satisfaction for your lead engineer and the entire team.

How do I attract more customers to my MSP?

By The ChannelPro Network in Collaboration with channelWise • February 12, 2024
There are two reasons why MSPs fail to attract prospects: Potential prospects don’t know you exist. Those who do know don’t understand that you solve a problem they have. Spending time, money, or resources on Point 1 is a waste without Point 2, so start there. The problem is that most MSPs sell something nobody wants to buy: IT services. Potential prospects have IT issues but are unaware that they are IT issues, aren’t interested in IT, and/or don’t speak tech. They don’t know how your IT services solve their problems. This leads to confusion and not buying. Overcoming Confusion So, how do you get uninterested potential customers attracted to your offerings? Answering these three questions can help you: Who is your target market? This can be a vertical, but a vertical often is too broad. So, it more likely will be a sub-part of a vertical. What problem do you solve for your target market using technology? This is an objective your target market has and a reason they can’t achieve it. They have business problems, not IT problems. How will you talk about it in their language? Use prescriptive sales: Start with the problem in their language, then accentuate the pain of the problem, present a solution, discuss the transformation, and make an offer. Without clear, tested, and optimized answers to these questions, you shouldn’t spend any money on advertising. It doesn’t work. So, answer the questions first. The good news is the answers make connecting with prospects easier. Instead of talking to everybody about something no one cares about, you speak to a specific audience about a problem vital to them. Right Place, Right Time The next step is to find prospective customers by going to where they are: Attend conferences and shows. If you solve a problem for dentists, go to dentistry conferences, not MSP conferences. Use social media. Identify 100 attractive prospects on LinkedIn, and target them with customized outreach through social media, mail, email, phone calls, and office visits. Add to the list as you close clients or eliminate someone as a prospect. If you spend money on awareness, spend money here. Network. Identify your top 250 contacts, make them aware of your target market and the problems you solve for them. Since what you do is no longer confusing, they can make introductions. Create content: Write for publications, newsletters, blogs, and whatever else you can find that your target market reads. Evolve into Marketing If you’ve answered the first three questions above and followed the next steps, you will attract customers. Once you’ve perfected your sales process, you can consider marketing. There are no silver bullets; there isn’t one thing you can do that magically works. I’ve tried it all; this is the strategy that works.
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