Imagine having a technology partner who not only understands your business goals but has the connections to help you achieve them faster, more smoothly, and most importantly, cost-effectively. This isn’t a hypothetical—it’s the reality of working with a Partner Manager (also often called a “Channel Director”).
This type of partnership is valuable and vital for survival. Organizations from all industries are under constant pressure to stay ahead of the competition by optimizing their IT infrastructure. This challenge is compounded by the complexity of selecting the right products, solutions, and services to meet specific operational needs.
This is where a Value-Added Reseller (“VAR”) becomes indispensable. VARs have always played a significant advisory role in the technology sector and their worth shines brightest when tapping into their strategic vendor relationships to offer tailored, cost-effective solutions to clients.
Why Form Strategic Partnerships?
A key differentiator for many VARs is the strength of their vendor relationships. This network of trusted partnerships allows a VAR to offer products and solutions that are optimized for the unique needs of clients. By working closely with vendors, VARs gain insider access to the latest technologies, product updates, and best practices to share and add value to client relationships. This relationship translates to more than just a product transaction—it becomes a powerful conduit for ongoing success and innovation.
- Access to Cutting-Edge Technology
One of the primary benefits of working with a partner is gaining access to the latest and most innovative technologies. Top-tier vendors typically offer VARs advanced training and early access to new products or features before they are officially launched. Businesses ensure they are not only staying current but also adopting solutions that have been tested, vetted, and are ready for deployment. This relationship often means that clients can enjoy early access to the most competitive products, enhancing their ability to stay ahead of market trends. - Customized, Expert Solutions
The ability of VARs to customize solutions is where the magic happens. A VAR with strong partnerships understands the scope of each partner’s product capabilities and how it fits into a client’s tech stack. Instead of being limited to generic, off-the-shelf solutions, businesses can benefit from systems that are optimized for their objectives, from improving operational efficiency to scaling infrastructure for growth.
This personalization is made possible by collaboration between the VAR and the partner. VARs can offer higher levels of support and troubleshooting, ensuring clients receive the best products and the best implementation practices. - Improved Support and Maintenance
Partnerships extend far beyond the sales process. VARs with strong partner relationships provide exceptional ongoing support. This level of collaboration and responsiveness is invaluable when issues arise that require more than just basic troubleshooting. Clients can trust that the VAR’s partner will resolve issues quickly and accurately.
Moreover, VARs can help clients navigate complex software updates, firmware patches, and security enhancements, keeping their systems running smoothly and securely. - Cost Efficiency
Cost is always a consideration when investing in technology, and this is where a VAR with good partnerships can help clients get the most bang for their buck. Partners usually offer exclusive discounts or pricing programs to their top VAR relationships. This allows clients to purchase products or services at better rates than through direct channels. Furthermore, VARs can bundle products and services into comprehensive packages that meet a client’s needs at a reduced cost compared to sourcing each component separately. - Long-Term Strategic Guidance
The best VARs provide ongoing strategic guidance. By forming relationships with their clients, VARs become trusted advisors, helping businesses navigate the long-term challenges and opportunities associated with evolving technology. With access to top-tier partners, VARs can anticipate trends, provide input for product roadmaps, and offer proactive solutions that align with the client’s growth objectives.
Rather than simply reacting to immediate needs, a VAR’s role evolves into a long-term relationship that focuses on a client’s ongoing success. This makes a VAR with strong partnerships a valuable extension of the client’s team. - Risk Mitigation
Finally, leveraging partner relationships through a VAR reduces the risks associated with technology purchases. VARs have direct access to a partner’s expertise and are well-equipped to anticipate and mitigate implementation risks. The result is less downtime, fewer costly mistakes, and more efficient deployment and ongoing support of technology solutions.
The Value Beyond the Transaction
At the heart of the VAR/partner relationship is a simple truth: strong partnerships lead to better outcomes. When businesses work with a VAR that has deep, established partnerships, they unlock levels of support, access to technology, and expertise that far exceed the transactional value of buying directly. Effective partnerships maximize the value that clients get from technology investments.
For any business looking to optimize its technology infrastructure and future-proof operations, working with a VAR with strong partnerships is a smart, invaluable choice.
Connect with Channel Director Byron Wowchuk about Partnerships here.
