In the world of IT, channel partners are often seen as the backbone of sales an extended arm of your go-to-market strategy. Many vendors have built extensive networks of partners, sometimes numbering in the hundreds (or thousands). And while that sounds impressive on paper, the reality is often far more concentrated: the majority of revenue typically comes from a small cluster of top-performing partners. 
Is your partner mix driving the right results?
So, the question is do you really have the right mix of partners to drive the growth you’re aiming for? 

Here are four key factors to consider when auditing your channel partner ecosystem:
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1- Commitment 
Are your partners really invested in your success? 
A truly committed partner is more than just a logo on your channel list. They’re actively engaged, enrolled in your partner program, aligned to your marketing strategy, and regularly promoting your full solution offering. Bonus points if they’re hitting their targets consistently and singing your praises in-market. 
 
2- Capability 
Do your partners have the tools, talent, and knowledge to represent your brand? 
To be an effective extension of your salesforce, partners need more than enthusiasm. They need a solid go-to-market engine: telesales, technical certifications, a clear value proposition, and access to the right customer segments. If they’re not equipped to sell, even the best product won’t move. 
 
3- Capacity 
Do they actually have the bandwidth to prioritise your brand? 
Many partners juggle multiple vendors so you need to be sure you’re not just another name on their books. Look at whether they’re allocating real marketing resources, following up on leads, and carving out space in their quarterly plans. If your message is drowned out by louder vendor noise, it’s time to rebalance. 
 
4- Competitive Alignment 
Are your partners also promoting your direct competition? 
This one can be tricky but is crucial. Understanding your share of voice—and wallet—within each partner helps you make smart investment decisions. If a partner is deeply embedded with your competitors, ask yourself whether your resources are best spent elsewhere. Focus your efforts on partners where you can win and grow together. 
 
At Yellow Spider, we work with vendors to evaluate their partner ecosystems and ensure the right strategies are in place to drive long-term, scalable growth. 
Need help finding your top-performing allies or developing the ones with real potential? 
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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