8 Things to Consider While Hiring a Channel Marketing Agency

Published on
August 28, 2023

Going by the records, nearly 95% of Microsoft’s revenue is coming in from its partners. In fact, Shopify’s partner ecosystem has been responsible for contributing over $6.9 billion in a calendar year. That’s not all, channel partners in Japan have been accountable for generating almost 40% of Zoom’s Japan business in 2020.

By definition, channel marketing is a strategic approach that involves collaborating with partners, distributors, or resellers to reach a broader audience and drive sales. In today's competitive business landscape, effective channel marketing has become an essential aspect of a successful marketing strategy. However, managing channel marketing efforts can be complex and resource-intensive, which is where a dedicated agency comes into play.

But, how can a channel marketing agency help scale my business?

Well, a channel marketing agency is a specialized firm that helps businesses maximize their channel partner relationships, optimize joint go-to-market strategies, and drive revenue through various marketing initiatives. Choosing the right agency is crucial for your business success as it can significantly impact your brand's visibility, sales performance, and overall growth.

If you are looking to hire a channel marketing agency, here are a few factors to consider ensuring you make an informed decision that aligns with your business objectives and marketing needs.

8 Factors to Help Hire a Fitting Channel Marketing Agency

In order to successfully implement channel marketing efforts, your business will require expertise, resources, and a well-planned approach. Hiring a B2B Channel Marketing Agency can provide the necessary guidance and support to execute effective channel marketing campaigns.

1. Defining Your Objectives and Requirements

A well-planned and executed channel marketing strategy can lead to increased brand visibility, expanded market reach, and ultimately, greater business growth and success. Take the time to research and choose an agency that understands your unique needs and can provide the support and guidance required to achieve your channel marketing objectives.

a. Clarify Your Business Goals and Expectations

Before searching for a channel marketing agency, it is crucial to have a clear understanding of what you want to achieve through channel marketing. Clarify your business goals and expectations, whether it is to increase brand awareness, expand market share, drive more leads, or boost sales revenue. Identifying specific objectives will help the agency tailor their strategies to meet your unique needs.

b. Identify the Specific Services and Support You Need

Every business is unique, and so are their channel marketing requirements. Determine the specific services and support you need from the agency. This may include joint go-to-market planning, co-selling strategies in the buyers’ journey, lead generation, content creation, marketing collateral, channel partner training, or event management. Clearly communicating your requirements will help the agency provide tailored solutions.

c. Set a Budget to Align with Your Marketing Objectives

Establishing a budget for your channel marketing efforts is essential to ensure you can maximize the return on your investment. Your budget should align with your marketing objectives and the scope of services you expect from the agency. Discuss your budget with potential agencies and be transparent about what you can afford. This will help you find an agency that can deliver results within your financial constraints.

2. Evaluating Agency Expertise and Experience

Identifying an agency that has experience working in your industry or niche is a plus. Familiarity with your industry's dynamics, target audience, and competition can help the agency develop tailored strategies that resonate with your market. Try and select an agency with industry-specific expertise that is better equipped to understand the challenges and opportunities unique to your business.

a. Research the Agency's Background, Experience, and Track Record

Begin your evaluation by researching the agency's background and history. Look for information about their establishment, leadership team, and overall reputation in the market. Check if they have a track record of success in channel marketing. Seek out testimonials or reviews from their previous clients to gain insights into their performance and client satisfaction.  

b. Look for Success Stories and Case Studies

A reputable channel marketing agency will have success stories and case studies showcasing their past achievements. Review these case studies to understand the strategies they implemented, the challenges they faced, and the results they achieved. Assess whether their approach aligns with your business goals and the specific outcomes you desire.

c. Consider Agencies with Industry or Niche Experience

Experience in your industry or niche is a valuable asset for a channel marketing agency. Agencies familiar with your industry dynamics, target audience, and competition can bring a deeper understanding of the challenges and opportunities you may encounter. Their industry knowledge can lead to more effective strategies and better results.

d. Evaluate Expertise in Joint Value Proposition, Co-Selling, and GTM Strategies

Successful channel marketing requires a diverse skill set. Look for agencies that have expertise in joint value propositions, go-to-market (GTM) strategies, developing compelling content and sales enablement collateral, co-selling with channel partners, and executing impactful events. These capabilities are crucial for effective collaboration with channel partners and driving mutual success.

3. Assessing the Agency's Channel Partner Network  

When hiring a channel marketing agency, one of the critical aspects to consider is their channel partner network. A well-established and effective channel partner network can significantly impact the success of your channel marketing campaigns. Evaluating the agency's channel partner network is essential to ensure that they have the right connections and resources.

a. Inquire about the Existing Relationships with Potential Channel Partners  

One of the critical advantages of working with a channel marketing agency is their established network of channel partners. When evaluating potential agencies, inquire about the nature and depth of their existing relationships with channel partners. Also evaluate the types of partners the agency is working with such as resellers, referral partners, SIs, MSPs, ISVs, affiliates and distributors.

A strong network of partners can accelerate the process of launching your products or services in new markets and reaching your target audience. What better if you can benefit from agency collaborations that have past records of working with technologies involving Microsoft Azure, AWS, and Alibaba Cloud, among others.

For instance, Qlik has partnered with Microsoft for quite some years to automate and source data into multiple Azure data services.

An agency with robust connections can help you tap into the partner's expertise, insights, and customer base, giving your business a competitive edge. Be sure to ask about the geographical reach of their partner network and how well it aligns with your expansion plans.  

b. Evaluate the Agency's Ability to Foster New Partnerships

While an agency's current partner network is essential, their capability to foster new partnerships is equally critical. The channel landscape is ever-evolving, and the ability to identify and onboard new partners can significantly impact your business's growth.

Discuss with the agency their approach to identifying potential partners, their screening process, and how they establish mutually beneficial relationships. A proactive agency that continuously looks for new partnership opportunities can contribute to the long-term success of your channel marketing efforts.  

c. Ask for References from Previous/Current Channel Partners

To gain a better understanding of the agency's performance in channel partnership management, ask for references from their previous or current channel partners. Reach out to these partners to gather feedback on their experiences working with the agency.

Inquire about the agency's communication style, responsiveness, and level of support provided. Additionally, ask about the effectiveness of the agency's marketing strategies and the impact on their businesses. Honest feedback from channel partners can reveal valuable insights into the agency's strengths and potential areas for improvement.

4. Reviewing Agency Strategies and Tactics

Analyzing the strategies and tactics of a channel marketing agency is a vital step in selecting the right partner for your business. The success of your channel marketing efforts heavily depends on the agency's ability to devise effective plans, execute impactful tactics, and drive results.

a. Discuss the Agency's Approach to Channel Marketing

Start by engaging in detailed discussions with potential agencies about their approach to channel marketing. Check their understanding of your business goals and how they plan to align their strategies to achieve them. The agency's approach should be tailored to suit your unique requirements and industry dynamics.

An agency that emphasizes a collaborative approach, values your input, and customizes their strategies based on your goals is more likely to deliver results that align with your vision.

b. Evaluate Strategies for Demand Generation and Sales Support

Effective channel marketing relies on generating high-quality leads, creating demand for your products or services, and providing sales support to channel partners. Assess the agency's lead generation tactics, such as digital marketing, content marketing, and partner referrals, to ensure they can drive potential customers to your channel partners.

Demand generation strategies, like targeted campaigns and promotions, should resonate with your target audience and create excitement around your offerings. Additionally, review how the agency plans to support channel partners throughout the sales process to maximize conversion rates and achieve mutual success.

c. Consider How They Handle Channel Conflict

Channel conflict can arise when channel partners compete with each other or with the manufacturer. A proficient channel marketing agency should have strategies in place to minimize conflicts and foster a cooperative environment among partners.

Inquire about how the agency approaches conflict resolution and ensures fair treatment among partners. Their ability to manage partner relationships, address grievances, and provide support can significantly impact the success of your channel marketing efforts.

5. Understanding Reporting and Analytics

For any business engaged in channel marketing, data-driven insights are vital for making informed decisions and optimizing marketing strategies. Understanding reporting and analytics is a crucial aspect when working with a channel marketing agency.

a. Inquire About the Agency's Reporting Capabilities

A reliable channel marketing agency should have robust reporting capabilities. Inquire about the tools and technologies they use to track and analyze campaign performance. The agency should be able to collect data from various channels, such as digital marketing, events, and partner activities, to gain a comprehensive understanding of campaign effectiveness.

Ensure that the agency can track relevant metrics, such as lead generation, lead conversion rates, partner performance, and overall sales growth. The ability to collect and analyze data is crucial for making informed decisions and optimizing your channel marketing strategy.

b. Ensure Regular Updates on Performance Metrics

Timely and regular updates on campaign performance are essential for tracking progress and making real-time adjustments. Discuss the agency's reporting schedule and the frequency of performance updates. Agencies that provide regular reports allow you to stay informed about the effectiveness of your channel marketing efforts.

Regular updates also enable you to identify potential issues or opportunities quickly and collaborate with the agency to address them promptly.

c. Assess Their Ability to Provide Insights and Recommendations

Data analysis is only valuable when it leads to actionable insights and strategic recommendations. Inquire about the agency's process for analyzing data and how they leverage it to make informed decisions.  

A competent channel marketing agency should be able to identify trends, customer preferences, and partner performance gaps based on data analysis. They should provide you with actionable recommendations to optimize your channel marketing efforts continually.

6. Ensuring Transparency and Communication

Transparency and communication are essential pillars of a successful partnership between a business and a channel marketing agency. When considering an agency to handle your channel marketing efforts, it is crucial to prioritize transparency and establish effective communication channels.

a. Emphasize the Importance of Clear and Open Communication

Effective communication is the foundation of a successful partnership between your business and the channel marketing agency. When considering potential agencies, stress the significance of clear and transparent communication from the outset. A reliable agency should be receptive to your input, understand your goals, and address any concerns you may have.

Maintaining open communication channels allows for better collaboration, alignment of strategies, and the ability to adapt to changes as needed. It ensures that both parties are on the same page and working towards a common objective.

b. Discuss on Meeting Frequencies, Receiving Updates, and Addressing Concerns

Determine the frequency and format of communication with the channel marketing agency. Discuss how often you will meet or have virtual meetings to review progress, performance, and any upcoming initiatives. Regular updates help you stay informed about the agency's efforts and the results achieved.

Additionally, establish clear channels for addressing concerns or queries. A proactive approach to addressing issues ensures that any challenges are tackled promptly and collaboratively.

c. Ensure to be Kept Updated about Their Activities and Progress

Transparency goes beyond regular meetings; it also includes being kept informed about the agency's activities and progress. A trustworthy channel marketing agency should provide detailed reports and updates on campaign performance, lead generation efforts, partner engagement, and any other relevant metrics.

These updates allow you to track the agency's activities and assess their impact on your channel marketing efforts. Transparency in reporting helps build trust and confidence in the agency's abilities.

d. Emphasize on Accountability and Responsiveness

In addition to transparency, consider the agency's accountability and responsiveness. A responsible agency takes ownership of their actions, admits to mistakes, and proactively seeks solutions. They should be responsive to your inquiries and demonstrate a commitment to addressing your needs promptly.

A channel marketing agency that is accountable and responsive fosters a more productive and trusting relationship.

7. Focusing on Scalability and Flexibility

A scalable agency can adapt to changing market conditions and accommodate the growth of your business without compromising on the quality of their services.

Flexibility allows the agency to handle unexpected challenges effectively and seize opportunities for growth and success. An agile agency with a proactive approach to marketing can ensure that your channel marketing efforts remain relevant, adaptive, and impactful.

a. Consider Adapting to Changing Market Conditions and Business Needs

In today's fast-paced business environment, market conditions can change rapidly. It is essential to partner with a channel marketing agency that can adapt quickly to these changes. Inquire about the agency's approach to handling shifts in market trends, customer preferences, and industry dynamics.

A flexible agency will be proactive in identifying new opportunities and adjusting marketing strategies accordingly. They should have the agility to pivot and fine-tune their efforts to keep your channel marketing campaigns relevant and effective in the face of changing circumstances.

b. Evaluate Growth Prospects in Context to Channel Marketing

As your business grows, so will your channel marketing needs. A scalable agency should have the capacity to accommodate your evolving requirements. Discuss the agency's infrastructure, resources, and team capabilities to ensure they can handle increasing workloads and expand their efforts to support your business growth.

Additionally, consider the agency's experience in managing channel marketing for businesses of similar size and scope. A track record of handling substantial growth indicates their ability to scale their services to meet your needs.

c. Discuss Handling of Unexpected Challenges or Opportunities

In the dynamic landscape of channel marketing, unexpected challenges and opportunities may arise. A reliable agency should have a proactive approach to handling these situations. Inquire about their crisis management strategies and how they address unforeseen challenges that could impact your marketing campaigns.

Furthermore, assess their ability to seize unexpected opportunities, such as emerging market trends or new channel partner collaborations. An agile agency will be quick to capitalize on favorable opportunities and maximize the potential of your channel marketing efforts.

8. Paying Heed to Budget and Pricing Structure

Considering the budget and pricing structure is a critical step when hiring a channel marketing agency. Understanding the agency's pricing model, aligning the budget with your marketing objectives, and being aware of potential hidden costs are essential for making an informed decision.

a. Discuss the Agency's Pricing Model and Budget Constraints  

When evaluating potential channel marketing agencies, it is crucial to have a transparent discussion about their pricing model. Inquire about how they charge for their services and whether they offer different packages that cater to various budget levels.

Understand the components of their pricing, such as service fees, technology costs, and any additional expenses that may apply. Ensure that the agency can provide a detailed breakdown of the costs associated with the services they offer.

b. Be Aware of Hidden Costs or Additional Fees

While discussing pricing, be vigilant about hidden costs or additional fees that may arise during the collaboration. Some agencies may charge extra for specific services or request additional payments for certain activities.

To avoid unexpected expenses, ask the agency to provide a comprehensive list of potential additional fees. Clarify any ambiguous terms in the contract to ensure there are no surprises in the billing process.

c. Negotiate a Contract for the Best Value

Negotiating a contract with the channel marketing agency is an essential step in optimizing the value of your investment. Before finalizing the contract, carefully review the terms and conditions to ensure they align with your business needs and expectations.

Be open to negotiation, especially if you have specific requirements or if there are aspects of the contract that you find less favorable. A reputable agency will be willing to discuss terms and strive to find a mutually beneficial agreement.


Hiring a channel marketing agency is a significant decision that can have a profound impact on your business growth and success in the market. By defining your objectives, evaluating expertise, understanding strategies, and emphasizing transparency and communication, you can ensure you make the right choice.  

To help businesses like yours with your channel marketing efforts, a dedicated agency like HSV Digital can do wonders and 3X your business with strategic decisions. Contact us today to kickstart your channel partner marketing journey.

Take the time to conduct thorough research, check references, and gather client feedback to make an informed decision that aligns with your business goals. A well-chosen agency can become a valuable partner in your channel marketing efforts, helping you reach new heights of success in your industry.

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