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Writer's pictureRoger Wilks

Winning the Channel: Conquering the 4 Biggest Hurdles in Partner Marketing

Channel marketing is a significant investment for tech vendors, and for good reason: 75% of revenue for a typical tech vendor flows through their channel network. But too often, this investment doesn’t deliver the results teams expect, leaving potential untapped and growth targets unmet. Why? Because channel marketing faces unique barriers that prevent partners from operating at full potential.


Winning the Channel: Conquering the 4 Biggest Hurdles in Partner Marketing

From a lack of influence over partner activities to a tendency for short-term focus, and from resource gaps to funding disparities, these barriers act as resistance points that dilute impact and inhibit growth. For vendors to succeed, they need to do more than just allocate budget and resources – they need to tackle these challenges head-on, with clear strategies that turn barriers into building blocks for growth. By transforming these obstacles into strategic opportunities, vendors can engage partners more deeply, drive higher returns, and build resilient, high-impact channel programs.


Let’s take a closer look at these common forces of resistance and break down how you can overcome each to create a channel marketing approach that’s truly primed for success.


The Big Four Barriers Holding Back Channel Success

  1. Limited Control Over Partner Activities

    When partners manage multiple vendor relationships, your campaigns aren’t always top priority. Research from Forrester shows that 64% of partners now work with at least three vendors, with 17% juggling relationships with five or more. This makes it tough for vendors to maintain consistent messaging and ensure partners prioritise their products.


    With limited influence, there’s often a gap between strategy and execution – a problem that can leave partners unsupported and prevent your brand from standing out.


  2. Short-Term Focus

    In an environment where partners are focused on quarterly targets, quick wins often take priority over strategic, long-term growth. Events and short-term promotions are preferred for their immediate impact, but they come at a cost: missed opportunities for building a strong, sustainable pipeline.


    While these short-term wins can boost immediate numbers, they don’t support the deep brand connection or multi-touch engagement needed for high-impact sales. Research shows that B2B buyers typically engage with at least 10 pieces of content before making a purchase decision, indicating the need for long-term engagement to nurture a purchase journey. Relying too heavily on short-term tactics means missing out on this essential, ongoing interaction.


  3. Resource Constraints

    Around 88% of channel partners in the US are micro-businesses, with fewer than 10 employees. Without access to dedicated marketing resources, many partners struggle to execute even basic campaigns, leaving your brand underrepresented in critical market segments.


    Without the right support, these resource-strapped partners may not have the bandwidth to deliver the brand consistency and campaign volume needed to make a real impact. This constraint often leads to a diluted message, inconsistent brand representation, and, ultimately, lost opportunities for revenue.


  4. Funding Disparities

    Marketing development funds (MDF) are often unspent or misallocated, with many partners unable to access or utilise them effectively. The challenge isn’t just about funding availability; it’s about making sure MDF is spent wisely and fairly across the partner network.


    Data shows that, on average, 50% of MDF goes unused, and when funds are spent, they’re not always deployed with optimal results in mind. Without a strategic approach to MDF allocation, valuable resources are left on the table – resources that could help drive growth and engagement.


Transforming Resistance into Results

To break through these barriers and maximise channel success, a targeted approach is essential. Here’s how you can turn each challenge into an opportunity for growth.


  1. Set Clear Expectations & Check In Often

    Control starts with alignment. Establishing clear, shared KPIs with partners creates a sense of accountability and keeps everyone focused on the same objectives. Regular check-ins help ensure that each partner is executing on-brand campaigns and that your strategy is progressing in real time. When you can’t control every action, setting expectations and checking in regularly ensures that partners stay on track without feeling micromanaged.


    This approach fosters mutual trust and keeps partners engaged, building a consistent presence in the market.


  2. Balance Short-Term Wins with Big-Picture Goals

    Help partners see the value beyond immediate sales by providing resources that support both quick wins and longer-term success. Offering “campaigns-in-a-box” and marketing automation tools gives partners ready-to-use campaigns they can adapt and deploy easily. Encourage partners to adopt a balanced approach that includes sustained content marketing and nurture campaigns, helping them to grow their pipeline and deepen customer relationships.


    This balance supports partners’ quarterly targets while also building a foundation for future growth. Research backs this up: B2B sales cycles are getting longer, with the average now ranging from 6 to 12 months, making consistent engagement essential. By fostering both short- and long-term success, you equip your partners to build lasting impact.


  3. Scale Up Their Resources

    Small and mid-sized partners often benefit most from scalable enablement tools. Investing in easy-to-use marketing automation, CRM access, and content management systems enables them to execute campaigns effectively without overextending their teams. Partners with access to these resources can engage customers consistently, follow up on leads, and track performance, all without being stretched too thin.


    Aberdeen Group research reveals that companies that fully enable their channel partners see a 28% higher lead acceptance rate and a 10% boost in quota attainment. By equipping partners with the right tools, you’re empowering them to succeed and contribute to your broader marketing objectives.


  4. Distribute MDF with Purpose

    Channel marketing funds should be distributed strategically, not evenly. A tiered MDF model prioritises high-potential partners with more resources while still offering smaller partners support that matches their capabilities. This approach optimises MDF usage, ensuring that funds are allocated where they can deliver the most value.


    By empowering high-impact partners with additional resources while tailoring support for smaller partners, you ensure funds are spent effectively and that each partner has what they need to drive growth. The outcome? Higher MDF utilisation rates and stronger, measurable results across the board.


The Bottom Line

Channel barriers don’t have to limit your growth. By aligning expectations, supporting both immediate and long-term goals, and distributing resources strategically, you can drive real results across your channel network. Addressing these barriers with intention turns them into a competitive advantage, leaving you with stronger partnerships, a better return on investment, and a channel program that’s truly built to perform.

Helping Partners Navigate the Buyer Journey

Ready to Dive Deeper?

Want to transform your channel strategy and help your partners succeed? Download our ebook, Helping Partners Navigate the Buyer Journey, for practical insights and actionable strategies to overcome these common barriers. Learn how to turn obstacles into growth drivers that boost your channel’s impact


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