Everyone in the channel is talking, but is anyone really communicating? In the latest episode of Channelnomics In the Margins, Larry Walsh and Bryn Nettesheim share a few thoughts on effective and impactful partner communications.
Effective partner communication remains one of the most undervalued yet critical elements of channel management. In the latest episode of *In the Margins*, Larry Walsh and Bryn Nettesheim explore why many vendors and channel managers mistakenly assume their communications with partners are effective simply because they are frequent. But as Walsh and Nettesheim observe, quantity does not equate to quality, and overlooking the need for meaningful, targeted communication can lead to erosion of trust and engagement across the channel.
While emails, webinars, and meetings are part of routine operations, effective communication means delivering the right message, to the right segment, at the right time. Many partners have voiced concerns about how messaging is often too general, scattered, or buried in portals with minimal accessibility. According to Walsh, partners often interpret this lack of specificity as a sign of indifference or a reflection that vendors don't truly understand or prioritize their needs.
Moreover, Nettesheim highlights the importance of focusing on "value-based messages." She emphasizes that without clarity on requirements, expectations, and direction, partners are likely to hesitate in committing resources or aligning themselves with a vendor's strategic goals. Such hesitation can cascade into downstream relationships, impacting customer engagement and trust.
Failure to engage in quality communication ultimately means lost opportunities to build transparency and commitment. By refining their approach, vendors can forge stronger partnerships, encouraging a sense of investment and mutual accountability. This communication is not merely transactional but a foundation for long-term collaboration and ecosystem strength.
As Walsh puts it, the takeaway is clear: prioritize focus and quality over sheer volume. Barrages of generic messaging serve little purpose other than to create noise; what partners need are tailored, strategic insights that resonate with their specific roles and expectations.
Join Larry Walsh and Bryn Nettesheim in *In the Margins* as they share insights from Barcelona, Spain, discussing communication strategies that channel managers can use to elevate their partner relationships. Tune in to learn more about creating meaningful connections within the channel.