Value Added Reseller & Partner Programs

You know the value successful partnerships can have on your bottom line. Value added reseller (VAR) and partner programs can result in a “win / win / win” for all participants, including the final consumer of your product or service. Shared costs (marketing, sales, supply chain, etc.) mean higher profits. Partners can improve your growth potential by opening doors to new customers in expanded geographies or new verticals. And “joint” products may bring new opportunities and value to existing clients.

The Need

The client's partner recruitment program was being revamped and the business and marketing leaders needed a partner to identify new prospects in the Value Added Reseller market. The program had been dormant for some time and the effort required a systematic, assertive approach to jump-start activity.

The Experience

The MarketLauncher team defined the market of potential resellers in North America; built a list of key executives; and, through steady outreach, developed and engaged decision makers and converted those likely suspects to introductory meetings when need, interest and timing aligned.

The Impact

Due to a high response rate, the MarketLauncher team booked almost 200 meetings through three program phases. This allowed the department to grow their partner base. The program’s success raised interest in other areas of the business at the client company, and MarketLauncher has gone on to help with partner programs in other business units across multiple geographies.