Crystal Ferreira: How to be a Better Vendor to your Partners

Channel Journeys Podcast

One of the last things you want to hear from partners is “why do you make it so hard to work with you?” That’s not evidence of a great partner experience. But what can you do about it? This episode’s guest knows all about that challenge. Crystal Ferreira, Global Head of B2B Channel & Alliances at Logitech, was on the receiving end of that scary news from partners. Hear how she succeeded in removing friction and built a world-class partner program, becoming a better vendor to their partners and customers.

KEY TAKEAWAYS

Here are five things you can do to be a better vendor to your partners:

1. Speak with your partners to uncover their pain points, then build a partner program with a uniform global framework that removes points of friction. Allow for some regional differences in your program.
2. Create tiger teams that focus on things like the processes, incentives, and enablement to identify opportunities to re-engineer for a better partner experience.
3. If you have both consumer and B2B products, take a close look at pricing and if it’s creating direct versus indirect channel conflict.
4. Offer partner enablement aligned to the specializations they want and need to be successful. Consider both technical product specializations as well as vertical industry.
5. Listen to your partners, listen to your customers, and listen to your team to spot areas for improvement.

LINKS & RESOURCES

• Connect with Crystal on LinkedIn
• Read more about Logitech’s Partner Connect Program
• Hear how Honeywell was able to Simplify to One Partner Program
• Sign up for ImpartnerCon’24
• Try Impartner Partner Management

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