Nancy Sperry: How to Build a Greenfield Channel

Channel Journeys Podcast

When you need to build a channel from scratch or create a new channel on top of existing partnerships, where do you start? Nancy Sperry, VP of Strategic Partnerships and Business Development, shares how Allego is creating a greenfield channel in the emerging market of sales enablement technology.

KEY TAKEAWAYS

Here are the top 3 things I learned from Nancy about building a greenfield channel:

1. Identifying the need for a greenfield channel starts with the customer. Find out what partners they are working with. Listen for partner names and types that you’ve never worked with before. Find out what other products or services the customer needs to get the intended outcomes from your offering.
2. Once you learn what the customer needs and what partners they are already working with, go talk with those partners. Find out their business models and how they can grow their business by working with you. Do they simply want to provide referrals, resell your product, build services around your offering, or maybe even a managed service or full blown product.
3. The partner tech stack keeps growing. Look at what new partner technology you can leverage, such as Activity Based Marketing and Partner Account Mapping tools to automate and drive greater productivity.

LINKS & RESOURCES

• • Follow Nancy on LinkedIn
  • Learn from Taylor Macdonald on Driving Growth Through Alternative Channels
  • Learn more about Allbound

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