Create the programme
Define the offer, support and incentives.
Why indirect channels work
A well-designed partnership channel extends the reach of a strong sales model.
A proven core proposition and established sales process give partners something credible to take into trusted customer relationships.
The indirect channel model
Build the channel, generate the leads, convert the demand.
Recruit partners
Extend coverage through relevant relationships.
Generate leads
Open trusted customer doors.
Convert demand
Feed leads into the sales process.
Reward partners
Pay commission on the revenue generated.
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Cisco × its channel partners
A sales model built to travel through partners.
Cisco has built one of the technology industry’s largest and most established partner channels. It gives partners the product, enablement and commercial model. Partners bring customer access, local coverage and the capability to sell and support it.
Around 90% of Cisco’s revenue flows through tens of thousands of partners across more than 150 countries.
The channel does not replace the sales model. It multiplies its reach.
Why it works
An indirect channel feeds the top of the sales funnel.
Partners perform an external sales development role: creating access, identifying demand and referring leads. Your sales team qualifies and converts them.
The model is deliberately tactical. Its effectiveness is measured directly, and often entirely, by the leads it feeds into that funnel. Partners are rewarded through referral fees or commission.
The distinction
Strategic alliances create growth for both sides.
A strategic partner invests more deeply, bringing its reputation, expertise and influence to the opportunity.
It is invested because the alliance can grow its own business, not simply because it may earn commission. Creating that commitment before a lead exists requires a different approach and different priorities from those of the sales team.
Indirect channels build a partnership sales machine. Strategic alliances create a growth engine.
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