Channel Partners play a pivotal role in the success of many solutions providers. They serve as a critical bridge between technology vendors and end-users, facilitating the distribution, implementation, support, and value of their solutions.

 

But how do you find the perfect channel partner and how do you ensure the relationship is a beneficial one for all sides?

 

You won’t be surprised to find that, as a communications and collaborations solutions provider, the most important part of the relationship for us is … clear communication and inclusive collaboration.

 

But are there other key criteria we look for in our partners and what makes us such a good partner for them and a chosen provider for their customers?

Here are the top attributes we look for in our partners:

Expertise and Specialization

We are constantly listening to our channel partners because they provide us with invaluable knowledge into diverse markets. They bring local insights, understand the unique needs of their respective regions, and enable us to tailor our solutions accordingly. This localized approach enhances the effectiveness of our solutions, ensures they align seamlessly with the specific requirements of end-users and enhances the overall customer experience.

 

Market Reach and Presence

A strong channel partner should have a well-established market presence and a broad reach within their target regions. The ability to penetrate diverse markets ensures that our solutions are introduced to a wide range of potential customers. Partners with a robust network and connections can significantly contribute to the expansion of our business and help us gain market share.

 

Sales and Technical Capabilities

Effective channel partners possess not only strong sales capabilities but also technical expertise. This combination allows our partners to not only sell solutions but also provide pre-sales consultation, implementation support, and post-sales services. Technical proficiency is crucial for addressing customer needs and solving issues that may arise during the deployment and usage of our solutions.

 

Customer Relationship Management

Building and maintaining strong relationships with customers is a key criterion for a successful channel partner. We look for partners with a customer-centric approach, emphasizing the importance of understanding and addressing the unique requirements and challenges of end-users. Positive customer relationships contribute to long-term loyalty and satisfaction.

 

Commitment to training and support

Continuous training and support are essential for staying abreast of evolving technologies and ensuring that channel partners are well-equipped to effectively market and implement communication and collaboration solutions. We value partners who invest in ongoing education and demonstrate a commitment to keeping their teams updated on the latest features and best practices.

 

It has to work both ways

Now, it’s all very well knowing what we look for in a channel partner but it’s even more important that we understand what makes us the best solutions provider for them.

Here are the top attributes channel partners look for in their solutions providers:

Global Coverage

Channel partners prioritize suppliers capable of providing robust global coverage. As part of Mitel, we now provide solutions to over 75 million users in over 100 countries. The ability to offer solutions and support on this kind of worldwide scale is essential for meeting the diverse needs of clients operating in different regions.

 

Innovation

In our industry, innovation is simply non-negotiable. Channel partners look for suppliers at the forefront of technological advancements and the vast majority prioritize working with suppliers who consistently introduce cutting-edge solutions. We need to be able to consistently offer commercially and technologically friendly migration paths that ensure customer loyalty. And we must ensure we demonstrate our value and our expertise, so that partners are able to recommend us with utmost confidence.

 

Comprehensive Portfolio

A diverse and comprehensive product portfolio is a key differentiator. Many of our partners are ex-employees and many have been with us for decades. They bring invaluable knowledge and an ability to sell our portfolio to their customers. With constant innovation and now as part of Mitel, we will aim to offer a well-rounded, open portfolio that allows partners to address the unique requirements of their clients through our solutions, or an integrated ecosystem. From unified communications to cloud-based collaboration tools, our ability to offer a complete portfolio significantly enhances our appeal to channel partners.

 

Relationship Building

The foundation of any successful partnership lies in strong relationships. Channel partners consider a provider’s commitment to fostering a collaborative and communicative relationship as a top priority. Regular communication, training programs, and joint marketing initiatives contribute to a healthy and mutually beneficial partnership.

 

With Unify now part of Mitel, there have been some exciting changes, but our commitment to our partners has never changed. We are proud that we can now offer them more coverage, more potential customers, more innovation, and even more support than ever before.