For vendors entering a new market, the first two years of building a successful channel are often the toughest. You’re likely up against established competitors with mature partner programs and polished incentive packages designed to capture channel attention. If you’re the newcomer aiming to attract and retain partners, you’ll need to stand out.  

Building a Channel: Don’t Run Before You Can Walk ​

Our advice; get the fundamentals right before diving in. At Yellow Spider, we’ve supported numerous global IT vendors through the early (and often messy) stages of channel growth. We know that skipping straight to recruitment without a solid foundation often leads to missed opportunities and wasted investment. ​

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Here’s our take on how to build a successful channel.  ​
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Start with Strategy, Not Speed 
Resist the urge to rush into partner recruitment. Take time to define your channel strategy, sharpen your value proposition, and build the support infrastructure needed to deliver it.

A thoughtful approach early on ensures your channel investments yield real returns. 

1.  Define Your Ideal Partner Profile 
   Start by identifying the type of partners that align best with your business. Targeting the right profile will focus your marketing efforts and drive better long-term results. Don’t just chase the biggest names, look for those who are the best fit, even if they’re under the radar. 
   
   
2. Build a Real Plan 
   It may sound obvious, but many vendors overlook this. A clearly defined marketing plan that aligns with your sales goals is the first step to building a scalable, revenue-generating channel. 
   
   
3. Create a Clear Structure 
   Know how your channel will function. This includes defining the role of distributors, the number and types of partners you’ll need, and how each will contribute to your overall strategy. 
   
   
4. Develop an Attractive Proposition 
   Why should a partner choose you? Articulate the value you bring and how you’ll support partner growth. Whether it’s through structured programs, joint marketing, or co-branded campaigns, make sure your benefits are both clear and compelling. Even the best partner program will fall flat if you don’t communicate your value effectively. 
   
   
5. Prioritise Partner Support 
   From day one, have the tools, training, and people in place to support your partners. Think about everything from sales enablement and certification to lead generation, joint marketing efforts, and even local language support. Early success often comes from working closely with partners on marketing and sales activities, its much more effective than simply handing over marketing funds. 
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6. Make It EASY 
   In a crowded market, partners gravitate toward vendors who are easy to work with. Streamline your onboarding process, provide clear milestones, and establish open communication channels. Your partner portal should be intuitive, with easy access to training, fund tracking, and downloadable sales and marketing materials.
   
   

At Yellow Spider, we believe a channel should be built with intention, not on the fly. If you’re just getting started or need help refining your channel strategy, get in touch. We’ve walked this road many times and know what works.  ​

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Author - Sophie Griffis
​Sophie is our Yellow Spider’s channel marketing expert. She helps vendors and partners unlock growth through smart, effective programs.

Partner Marketing

​Outsourced B2B marketing to boosts partner engagement and revenue through planning, research, structure, and campaign execution.
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