Channel partners can be placed in two categories: proactive and reactive. The path of least resistance for any channel manager is to sign up partners that make initial contact, but often these are second tier partners that are reacting to an end customer request. Such relationships serve to fill a quota of partners, but rarely are strategic in nature.



Building channel partner reactions, where the partner proactively promotes the vendors solutions requires more effort, but ultimately has the potential to grow into mutually profitable strategic relationships.



TELLUS has researched the evolution of cloud ecosystems and we specialize in building channels for cloud service vendors. TELLUS methodology for channel recruitment is based on the following building blocks:



 - Understanding the target ecosystem and related sub-communities. We map out the partner prospects that meet the stated partner profile. We identify influencers and multipliers within the partner community in order to take an active role in establishing thought leadership and branding.



- Targeted regional CXO call downs, supported by social monitoring and outreach.



- Systematic step wise process for onboarding partners.