The Power of Partnership in the Channel – 3 Key Principles for Success

The ancient Greek philosopher Aristotle is famously credited with saying, "The whole is greater than the sum of its parts." Although we can't rule out that he was talking directly to the channel ecosystem, it's unlikely. However, there are several ways in which the channel can take advantage and act on his wisdom.

While the saying certainly applies to many walks of life, it's particularly relevant for channel businesses in illustrating the importance of partnership. Anyone working in this space will know there is a true feeling of community collaboration, which is crucial to combatting modern-day threats and ensuring success.

Chief among the dangers faced by channel businesses is security. With the rising threat of ransomware, increased competition, squeezed budgets and growing customer pressure to enhance revenue and customer satisfaction, it's never been more important for all organisations to have a strong ecosystem.

3 Key Partnership Principles

Of course, this is easier said than done. Below are three key principles explaining how the industry can use the power of partnership to benefit all parties.

1. Enhance customer trust with zero trust: With research showing that 87% of companies are concerned that a ransomware attack will target their backups, it's clear that cybersecurity risk and data protection are top-of-mind for channel businesses today. In this uncertain environment, customers are looking for trusted advisors to help them navigate through complex security issues and questions. Committing to zero trust principles in your business is a start; equally important is selecting technology vendors who are committed to adopting a zero trust maturity model and adapting their products and services to be secure in a rapidly evolving threat landscape. At Object First, we have extended zero trust principles to backup and recovery in a model we call zero trust data resilience (ZTDR).

By embracing ZTDR, organisations can better align IT and security teams, ultimately leading to a faster and safer recovery when incidents occur.

2. Value and empower the channel community: Although it's one thing to declare a full focus on partners, it's another altogether to demonstrate this through actions. What's needed is a dedicated programme to effectively navigate the market, drive growth and create lasting relationships.

Part of this is offering tools that deliver shared value for partners, customers and the company. When implemented correctly, these updates have the potential to enhance revenue streams, increase customer satisfaction and fortify enterprise backup security.

You might also consider introducing initiatives such as marketing development funds (MDFs) for those who wish to co-invest and generate opportunities among their customers and prospects. These resources let partners enhance their sales and marketing efforts, creating shared visibility through funded initiatives like events, webinars, advertising and more.

3. Provide superior support: In today's fast-paced business environment, downtime isn't an option. To ensure partners have reliable support, offering 24/7 assistance is crucial. Additionally, investing in a seamless onboarding process, providing educational resources, providing easy access to engineering expertise and building personal relationships with account managers to quickly resolve any business issues are all essential.

By putting in place tangible, clear and actionable initiatives such as those I've outlined, every member of the channel ecosystem can benefit from the power of partnership and supercharge their success. Put simply, Aristotle's sage advice is no longer an optional suggestion — anyone working in the channel today needs to know that together we are more powerful than we are apart.