"This is our second white paper on how to grow through a channel of partners in the software industry," says Hans Peter Bech, CEO of TBK Consult and author of the white paper. "We know that building and managing a partner channel is the most critical success factor for the majority of software companies in the world. Companies such as Microsoft, Autodesk, SAP, IBM, HP and Oracle would not have made it to leading market positions without a partner channel. It is the process of “getting there” that is so difficult."
The whitepaper argues that the approach for channel partner recruitment and management changes drastically through the three main phases of market growth. Recruitment strategy and partner programs have to be changed as you progress and increase your global market share.
Contradictory to common perception the whitepaper argues that achieving market traction through a channel requires an additional up-front effort and investment compared to the direct approach.
The whitepaper then gives specific recommendations for how to design and implement a channel program, which adapts to the three phases of market penetration.