Channel Value Proposition

If I asked 10 IT Channel founders what their USP was, most would say things like: → “Our service is reliable” → “Our pre-sales team is strong” → “We offer competitive pricing” → “We’re a top-tier OEM partner” → “We’ve been around for decades” These aren’t USPs. Customers expect all these by default. They choose you when your story matches their pain + priorities. And that can happen when your company-wide positioning is clear and unique. → in your mind → on your website → on your LinkedIn → on you corporate profile → on your marketing outreach → within your client-facing team Here are 5 positioning examples that make partners stand out: 1. We help BFSI clients stay audit-ready with RBI, NSE, BSE & SEBI-aligned security norms → Go-to partner for regulated finance businesses 2. We specialize in Privileged Identity Management for healthcare and pharma → Use-case + industry alignment 3. We turn video surveillance into intelligent infrastructure with AI-powered analytics → Outcome focused, not hardware selling focused 4. We cut down alerts by 50% using proven frameworks → Tangible result for tech teams that get sleepless nights with alert fatigue 5. We mobilise investigation experts within 4 hours of a security breach → Builds client confidence for incident response That’s what great positioning does. It’s how clearly you say who you do it for and why they should trust you. Your USP emerges from strong positioning If everyone says the same thing, no one stands out. At least not in a scalable & repeatable way. If your positioning is not correct, you need to go back to the foundation-board. DM me if you're up for it. ---- Rajeev Mamidanna Fixing what most tech founders miss out - Brand Strategy, Marketing Systems & Unified Messaging in 90 days & helping you with continuous Marketing

𝗖𝗵𝗮𝗻𝗻𝗲𝗹: 𝗧𝗵𝗲 𝗹𝗶𝗳𝗲𝗹𝗶𝗻𝗲 𝗼𝗳 𝗕𝟮𝗕 𝘀𝗮𝗹𝗲𝘀 Why are Channels and Partners so crucial for B2B Sales Growth, particularly in the SMB segment and Small and Mid- Enterprises. Sales inherently has two typical problem statements: 𝗥𝗲𝗮𝗰𝗵𝗶𝗻𝗴 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻-𝗺𝗮𝗸𝗲𝗿𝘀 𝗮𝗻𝗱 𝗖𝗹𝗼𝘀𝗶𝗻𝗴 𝗱𝗲𝗮𝗹𝘀 wrt today's competitive B2B landscape. That's exactly where channels and partners come in – acting as a 𝗳𝗼𝗿𝗰𝗲 𝗺𝘂𝗹𝘁𝗶𝗽𝗹𝗶𝗲𝗿 along with your sales efforts. 1. 𝗠𝗮𝗿𝗸𝗲𝘁 𝗘𝘅𝗽𝗮𝗻𝘀𝗶𝗼𝗻: Forrester research shows that 72% of B2B buyers leverage resellers or distributors during their purchase journey. Partners provide a. established relationships and b. market knowledge, To get into geographically virgin areas and tap newer customer segments. 2. 𝗜𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗘𝘅𝗽𝗲𝗿𝘁𝗶𝘀𝗲: The expertise that they bring, in their own niche markets; allows: a. Invaluable understanding of customer pain points, b. tailoring solutions, and c. crusading complex buying processes. 3. 𝗖𝗿𝗲𝗱𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝗘𝗻𝗵𝗮𝗻𝗰𝗲𝗺𝗲𝗻𝘁: A strong credible partner ecosystem validates your brand and offerings, as it represents shared values and beliefs in the product. A 2023 study by Edelman DXI found that 83% of B2B buyers consider recommendations from trusted business partners when making purchasing decisions. 4. 𝗣𝗿𝗲-𝘀𝗮𝗹𝗲𝘀; 𝗦𝗮𝗹𝗲𝘀 & 𝗦𝘂𝗽𝗽𝗼𝗿𝘁 𝗘𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆:  They become your extended sales force, generate leads, and handle post-sales support. It allow your internal resources to focus on strategic accounts and high-value opportunities. 5. 𝗟𝗼𝗰𝗮𝗹𝗶𝘇𝗲𝗱 𝗦𝘂𝗽𝗽𝗼𝗿𝘁 & 𝗦𝗲𝗿𝘃𝗶𝗰𝗲: Partners with regional presence can provide vital on-the-ground support, especially crucial for complex B2B solutions. 𝗛𝗼𝘄 𝘁𝗼 𝗴𝗼 𝗮𝗯𝗼𝘂𝘁 𝗲𝗻𝘀𝘂𝗿𝗶𝗻𝗴 𝗮 𝘄𝗶𝗻𝗻𝗶𝗻𝗴 𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆? a. 𝗥𝗶𝗴𝗵𝘁 𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀: 𝗤𝘂𝗮𝗹𝗶𝘁𝘆 𝗿𝗮𝘁𝗵𝗲𝗿 𝘁𝗵𝗮𝗻 𝗾𝘂𝗮𝗻𝘁𝗶𝘁𝘆 𝗶𝘀 𝘆𝗼𝘂𝗿 𝗳𝗿𝗶𝗲𝗻𝗱 𝗵𝗲𝗿𝗲 Seek partners with a. complementary offerings, b. strong industry reputations, and c. proven track record of success. b. 𝗜𝗻𝘃𝗲𝘀𝘁 𝗶𝗻 𝗘𝗻𝗮𝗯𝗹𝗲𝗺𝗲𝗻𝘁: Continuous tailor-made training and support to ensure partners get equipped with a deep understanding of your products and value proposition. c. 𝗔𝗹𝗶𝗴𝗻𝗺𝗲𝗻𝘁 𝗶𝗻 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻: Establish open and transparent communication channels and collaborate on joint marketing initiatives and sales plays. d. 𝗤𝘂𝗮𝗻𝘁𝗶𝗳𝗶𝗲𝗱 & 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗲𝗱 𝗚𝗿𝗼𝘄𝘁𝗵: Track key metrics like partner-generated leads and revenue. Use data to identify areas for improvement. e. 𝗥𝗲𝘄𝗮𝗿𝗱𝘀 𝗮𝗻𝗱 𝗟𝗼𝘆𝗮𝗹𝘁𝘆 𝗣𝗿𝗼𝗴𝗿𝗮𝗺𝘀 Incentivization of the right efforts put in by the channel partners, puts a lot of trust by the partners in their OEM's. Follow #rimjhimrants for more. #B2Bsales #channelpartners #partnerships #salesstrategy #growth #ChannelSales #GrowthStrategy

Channel is the biggest GTM enabler in cyber, by a long shot. Why? Cybersecurity products require more trust from buyers than any other category. In essence, we're asking CISOs to put things on their network that need access to the crown jewels. Building the trust required to get that 'yes' takes time. With channel, we stand on the shoulders of someone the buyer already trusts, short-circuiting that whole process. I've seen seven-figure deals with new logos close within 30 days of initial contact because the channel partner had that trusted relationship and brought us to the table. Plus, they were already onboarded in the buyer's procurement system, so we didn't have to redline a contract like we would by selling direct. Sure, we took a big haircut on the margin, but for those results at that speed, it's worth the cost.

PRODUCT AND PARTNER ALIGNMENT CHECKLIST Channel product fit (CPF) An often overlooked vitally important piece of the alliance puzzle But what is it exactly? In its simplest form, channel product fit is the alignment between your product (or solution) and the needs, capabilities, and go-to-market motions of your B2B partners (rather than just your direct sales team or end customer) So when repositioning your product or solution from a direct sales model to a partner-led model, you're no longer just asking - 'Can we sell this?' You're asking - 'Can our partners sell this, profit from it, and deliver value through it - at scale and with minimal friction?' The key dimensions of CPF are - 🔹 Partner value prop 🔹 Ease of integrations and delivery 🔹 Partner economics 🔹 Partner enablement 🔹 IPP fit To help, I've created a CPF checklist and put an ungated link in the comments section below for you to access Once complete, if you feel a repositioning is required just let me know and I'll be happy to take you through some suggestions on how best to do that If you have any other questions please just let me know I hope this helps Thanks for reading