How to Build a Modern Sales Channel Program

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Building a sales channel program is one of the best ways to grow your business without adding more salespeople. But many programs fail because partners aren’t supported, motivated, or clear on how to succeed. This updated guide explains the steps leaders can take to build and grow a sales channel that works. We also explore some common challenges and give tips to help avoid them.

Why Sales Channels Matter

Today’s buyers do more research before talking to a sales rep. Budgets are tight, and companies want trusted solutions. A strong channel program helps you reach more customers, reduce selling costs, and build trust. Instead of doing all the work yourself, you grow through partners who already have relationships and know the market. Channel sales are also helpful when entering new regions or industries where your team lacks experience. A good partner can open doors faster than a cold call ever could.

When to Add a Partner Program

If you're a tech company wondering when to launch a partner program, there are a few signs to look for. If your sales team is stretched thin and struggling to reach new markets, a partner program can help extend your reach. If you're getting inbound interest from consultants, resellers, or vendors asking to work with you, that’s another good signal. Also, if your product is mature, with repeatable sales and a clear value proposition, it may be ready for others to sell. A partner program makes the most sense when your business has figured out what works and is looking for a scalable way to grow.

Step 1: Know Your Ideal Partner

Start by asking: What kind of partner is a good fit? Think about the companies that already work with your target customers. These might be consultants, software vendors, resellers, or service providers. Ask yourself: What industries do they serve? What skills do they have? What kind of customers do they know? Answering these questions helps you find the right people to work with. Write down a clear partner profile that includes the size of the partner company, what services they offer, where they’re located, and what success might look like for them.

Step 2: Help Partners Find You

Don’t wait for partners to show up. Use content and events to attract them. Share helpful blog posts or host webinars on problems your product solves. Create materials that explain how a partnership can help them grow their business. For example, if your product helps small clinics improve scheduling, write a guide for healthcare consultants on how to improve clinic operations. If they see value in what you do, they’ll want to connect. You can also attend industry events and post in online forums where your potential partners already spend time. Think of your partner recruitment process like marketing—you need to build awareness and show value.

Step 3: Make Onboarding Easy

When someone agrees to partner with you, make it easy for them to get started. Give them clear steps: how your product works, how to sell it, how to register a lead, and where to get help. Build a simple online portal where they can find sales materials, training videos, and contact info. Hosting live Q&A sessions can also help answer questions quickly and build confidence. You can even create a short welcome video and checklist that helps guide them through the first 30 days.

Step 4: Pick the Right Type of Partnership

Not all partnerships work the same way. Some partners just refer leads to you and earn a small fee. Others buy your product at a discount and resell it to their customers. Some partners even include your product inside theirs. Others work directly with your sales team to close big deals. You can have more than one model—but be clear about how each type works and what’s expected. The key is to match the structure to the partner’s business model. A consultant might prefer a referral fee, while a reseller may want margin and co-marketing support.

Step 5: Motivate Partners to Sell

Partners need a reason to focus on your product. That’s why incentives matter. Offer simple rewards like a share of each sale or bonuses for reaching sales goals. You can also set up levels—like bronze, silver, and gold—where top partners get better support or marketing help. Let them know what success looks like and how they can get rewarded. Recognition can be just as powerful as money. Highlighting a partner in your newsletter or inviting them to join a customer call can show that you value their work.

Step 6: Give Them the Tools They Need

Your partners aren’t experts on your product—yet. That’s why you need to provide easy-to-use tools. Create guides on how to talk about your product, answer questions, and handle common objections. Share demo videos, case studies, sales decks, and email templates. Make sure everything is easy to find and use. Offer training and certification so they feel confident when talking to customers. Some companies build a "learning path" that lets partners move from beginner to expert in a few hours. The more confident your partner is, the more they’ll sell.

Step 7: Stay in Touch

Once a partner joins your program, don’t disappear. Send them updates on new features, pricing changes, or success stories. Run webinars where they can ask questions. Use chat tools or email to check in regularly. If you have key partners, assign someone from your team to support them. The more connected they feel, the more likely they are to stay active. You can also create a monthly newsletter with news, tips, and highlights from other partners. This helps build a sense of community and keeps your program top of mind.

Step 8: Track Results

To improve your program, you need to know what’s working. Use software to track partner activity—like deals they register, how fast those deals close, and how much revenue they bring in. Also track who’s using training tools or joining webinars. Meet with top partners every quarter to talk about results and set goals. These reviews help you invest in what works and fix what doesn’t. If you see that certain tools or messages work better, update your materials to reflect what’s actually winning deals.

Step 9: Celebrate Wins

Partners love recognition. Share their wins in your newsletter, write case studies about their success, or feature them on your website. Hold annual awards or events to say thank you. Even a simple note from your CEO or a shout-out on social media can go a long way. When you celebrate success, others will want to get involved too. You can also encourage partners to share their wins with each other by building a private community forum or Slack channel. Peer motivation is powerful.

Step 10: Focus on What Works

Not every partner will be a top performer. That’s okay. Over time, focus more on the ones who drive results. Give them extra support or involve them in new projects. For those who don’t engage, it’s okay to part ways. Keep testing new partner types or markets. Your goal is to build a strong group of partners that truly grow your business. Review your partner program at least twice a year. Look for trends—who's improving, who’s stalling, and what you can learn from both.

Common Pitfalls to Avoid

A few things can quickly derail a good partner program. The first is over-promising. Don’t say it will be "easy" if there are a lot of steps. Be honest about the time and effort needed. Second, don’t give the same attention to every partner. Focus on those who are active and coachable. Third, don’t forget internal alignment. Your sales and support teams need to know how to work with partners too. Build internal training so your staff understands the partner program and helps make it work.

Final Thoughts

You don’t need hundreds of partners to succeed—just the right ones. When you make it easy for them to work with you, give them great tools, and show them you care, they’ll want to sell your product. A strong sales channel can help you reach more customers, grow faster, and do it without growing your team too much. Put in the work upfront, and it will pay off. A good partner is more than a seller—they’re an extension of your brand.

We help SaaS companies build and grow successful partner programs. From strategy to execution, Revwisely can help you create a channel that works.

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