If you're a channel/partner then you'll know that the challenges you'll face are like buses...

No, it's not that you wait for one and two come along. It's that they're big, sometimes fast moving, and likely to flatten you if you don't get out the way or get onboard.

From navigating complex partner relationships to ensuring that every campaign you run delivers tangible ROI, it can be overwhelming to stay ahead of the squadron (not sure on that one tbh. Anyone know the collective noun for buses?) of routemasters heading your way.

That’s why we invited Dave Hughes, a channel marketing veteran, to break down the strategies that truly work for vendors and marketers alike.

In his appearance on the Channel Marketing Champs podcast, we get deep under the skin of all things channel and partner marketing which leads to us uncovering Dave's unique framework for channel marketing success: the 4 P’s of Channel Marketing.

*ding ding* Next stop: Brilliant channel and partner marketing insights...

The 4 P’s of Channel Marketing: A Game-Changing Framework

Forget the traditional marketing mix.

(Actually don't. It's still worthwhile and valuable. We're just teeing something up here. Go with it.)

Dave's 4 P’s framework focuses on the essentials that drive long-term success in channel marketing:

1. Planning
   Effective channel marketing starts with a solid plan. 
   
   Without clear goals and a roadmap, even the most creative ideas will falter. Proper planning aligns your strategies with your partners' objectives and builds a foundation for measurable success.
   
   
2. Partnerships
   Channel marketing is all about relationships. 
   
   According to Dave, the best channel marketers know how to build strong, lasting partnerships with resellers and other key stakeholders. These partnerships go beyond transactional interactions—they are based on trust, collaboration, and shared goals.
   
   
3. Persistence
   Marketing in the channel isn’t always a sprint; it's a marathon. Persistence is crucial. 
   
   Success rarely happens overnight, and the most effective marketers are those who continuously refine their strategies, learn from their failures, and stay focused on the bigger picture.
   
   
4. Portals (aka Purgatory!)
   As Dave humorously points out, vendor portals are often a necessary evil. 
   
   While they are essential tools for managing partner relationships, they can also be a source of frustration. The trick is to streamline portal experiences for both vendors and partners to ensure they become a valuable asset rather than a burden.

Now, to dig into a few of these points a little deeper...

What Great Vendors Get Right

During the podcast, Dave shares some key traits of top-performing vendors in the channel. So, what are they doing right?

• Better alignment between sales and marketing: This ensures that both teams are working toward the same goals, making the entire partner experience smoother.
• Focused on long-term partnerships: Top vendors recognize the importance of nurturing relationships with partners, ensuring mutual benefit and growth. Many vendors focus too much on short-term quarterly campaigns, forgetting that sustainable success comes from building trust and offering value over time.
• A structured approach to MDF (Market Development Funds): 

  One of the most common mistakes vendors make is assuming that a fancy portal is all they need to support their partners. Whilst a solid portal is important, it's not enough to ensure the success of a partner program.

  The best vendors ensure that their MDF programs are accessible, transparent, and aligned with partner needs, allowing resellers to invest in the right activities.

By adopting these best practices, vendors can dramatically improve their channel marketing efforts.

But what else can channel marketers be doing to help themselves and their organisations succeed?

Key Takeaways for Channel Marketers

Dave breaks it down as follows.

These point are what you need to cover to build a great channel marketing program and will be the key factors that separate the good from the great:

• Clear and actionable planning is essential for success.That way everyone knows what good looks like and get aligned to deliver it. Which is only aided by...
• Strong, long-term partnerships with resellers and other stakeholders are key. Build for the future, not just the quick win. And those future wins will come from...
• Persistence is vital—success doesn’t come overnight.
• Vendor portals are a necessary evil, but with the right strategy, they can be turned into an asset.

By applying these principles, channel marketers can drive better results, build more sustainable partnerships, and set their programs up for long-term success.

Listen to the Full Episode

If you're working in channel marketing or partnering with resellers, you won't want to miss the full conversation with Dave Hughes - that goes will beyond what we can summarise in an easy-to-digest blog post. 

Check out the full episode now (as well as the rest of the series) right here and get actionable insights that can help you take your channel, partner and alliance marketing efforts to the next level.