TACTIC: Do not blame the partner for your own channel failures

Why is it so hard for vendors to do the right things for their channels?

When channels do not meet expectations, the first response is to blame the partner. As we state on Channel Ventures' web site, “It often seems like the first step in any significant channel development process is to correctly assess blame … blame it on your boss, predecessors, subordinates or the channel …”

A few years ago, we created a list of lies vendors tell VARs to highlight why typical programs fall flat. This year we took a look at the how some channel executives could explain away underperformance.

It’s Not My Fault!

Below are some of the top excuses channel executives make for channel failure. Visit our web site for translations of the excuses that reveal the critical underlying issues. Do any of these excuses sound familiar?

1. My partners will not stay out of our protected accounts
2. Our partners are paranoid and withhold critical information
3. My partner’s business model is wrong and they stubbornly refuse to change
4. The partners are not loyal and opportunistically sell for competitors
5. The partners work us over for discounts instead of selling

Problems with conflict, communications, margins, loyalty, competition, etc. cannot be solved by blaming the channel.

Scott@ChannelVentures.com