When software vendors have been successful in selling their products directly to customers, why do they then fail to repeat this success through a channel of independent business partners?
The whitepaper provides specific recommendations for the content of the business partner program in the software industry. In this context the whitepaper makes recommendations for recruiting and starting partners as well as for managing the portfolio of partners.
"One of the biggest mistakes software vendors make is considering business partners as a cheap sales resource.” says Hans Peter Bech, CEO of TBK Consult and author of the whitepaper. "Business partners are individual businesses who make their decisions based on short-term investment and P&L considerations. The software vendor’s Partner Program is key in the recruitment as well as the initial stages of starting the business."
The conclusions and recommendations in the whitepaper are based on the business model framework introduced by Alexander Osterwalder in 2010. When software companies choose to approach the market through independent channel partners they need effective partner programs showing how to start and manage the business with their products.
Today's business partners are reluctant to deal with software vendors who are out to make a quick buck and who demonstrate a “hit and run” mentality. Most established business partners have had bad experiences with unambitious software vendors who are content with the “1%” market share. Business partners want to work with the future market leaders simply because the market pull is much stronger and the long-term profitability more attractive.
More information and downloads http://www.tbkpublishing.com
Hans Peter Bech
Hans Peter Bech