How to Build a Successful Channel Partner Program in 2025

To build a strong channel partner program, you need a clear plan. Focus on positioning, partner engagement, and a solid onboarding process.

Ted Finch, CEO of Chanimal and Chanimal University, says many companies fail at channel sales. The main reasons are weak positioning, unclear value, and poor partner support.

A well-executed channel partner program can lead to exponential growth, but it requires thoughtful planning. This article will explain how to build a channel partner program using Finch’s advice and experience with over 700 companies.

Step 1: Position Your Product for the Channel

The first key step in building a channel partner program is having strong product positioning. As Finch explains, partners need clear reasons why they should invest their time and resources in selling your product.

Key elements of positioning:

1. Competitive Matrix: Finch recommends developing a competitive matrix to identify how your product stacks up against competitors. If your product has a weak position in the market, partners will be hesitant to invest in it.
2. Persuasive Messaging: Instead of feature-dumping, structure your sales pitch using a persuasive format:
• Attention
• Credibility
• Problem
• Solution
• Best solution
• Overcoming objections
• Visualization
• Call to action
3. Targeted Market Segment: Companies should not use a one-size-fits-all approach. Instead, they should shape their ideal partner profile around their strengths. Some products may perform better in SMB markets, while others fit best in enterprise solutions.

When your product is well-positioned, partners see its value. They’re more likely to join and promote it.

Step 2: Create a Partner-Friendly Program

A partner program must be structured in a way that is transparent, simple, and rewarding. Finch highlights three critical factors that partners evaluate before signing up:

1. Profitability Partners need to understand how they will make money. This includes margins, deal registration policies, and potential revenue streams. A good rule of thumb is to compare competitor pricing and margins to remain competitive.
2. Ease of Doing Business Partners should find it easy to engage with your company. This means:
• Providing a clear point of contact (phone, email, chat).
• Making the agreement easily accessible online.
• Having a simple, quick approval process for new partners.
3. Partner Enablement & Support Finch points out that partners want "love." This means they want businesses that provide active support. They do not want to face challenges alone. This includes:
• Fast response times (aiming to reply within two minutes of an inquiry).
• Regular training and coaching calls.
• Sales and marketing resources that help them generate leads.

A partner who feels valued is far more likely to engage actively with the program.

Step 3: Implement an Effective Partner Onboarding Process

Many channel programs fail because they do not properly activate and engage their partners after sign-up. Finch explains that the first 90 days are crucial for turning a new partner into an active seller.

1. The 90-Day Promotion Strategy
• Offer an extra 10% margin for deals closed within the first 90 days.
• Provide fast-track sales support to help them close their first few deals.
• Assign a channel manager to guide them through onboarding.
1. A Systematic Engagement Process Finch’s method for engaging partners includes:
1. Initial Orientation Meeting (7 minutes):
• Introduce the program and policies (deal registration, MDF, pricing, etc.).
2. Marketing Strategy Meeting (20 minutes):
• Help partners plan how to generate their first sales using tactics such as:
• Adding the product to their website
• Running an email campaign to existing customers
• Hosting a webinar
3. Quarterly Business Reviews:
• Every three months, revisit the partner’s progress and plan the next three marketing activities.

By following this process, companies can significantly increase partner engagement and boost sales performance.

Step 4: Recruiting the Right Partners

Instead of randomly signing up partners, Finch recommends a targeted approach to partner recruitment.

1. Identifying the Right Partners
• Look at competitor partner directories and recruit their top-tier partners.
• Use tools like Partner Optimizer to analyze successful partner profiles.
• Focus on partners that already sell complementary products in your industry.
2. The Counter-Strike Method

Finch describes an aggressive recruitment strategy where companies target their competitors' partners and offer them a better deal.

• Example: One company stole 1,700 partners from a competitor by offering better margins and support.
• This method works particularly well if the competitor has a bad partner program.

Step 5: Tracking and Measuring Success

A successful channel program requires metrics to measure performance. Companies should track:

• Partner engagement rates (e.g., percentage of partners actively selling).
• Deal registration volume to see how many leads are being generated.
• Time to first sale (how long it takes a new partner to close their first deal).
• Retention rates to assess how many partners remain active over time.

By analyzing these metrics, companies can continuously improve their partner programs.

Conclusion

To build a strong channel partner program in 2025, start with clear product positioning. Make sure your value is easy to understand. Set up a smooth onboarding process.

Finch says companies must show partners “love.” This means clear pricing, good marketing help, and ongoing training. These actions lead to better partner engagement and more sales.

With clear messaging, a 90-day activation plan, and strong partner recruitment, businesses can beat competitors and build a successful channel sales model.

To grow your channel program, invest in education and training. Programs like Chanimal University can help. They support long-term success.