The Channel Surfers - Ep. 18 - “Driving Partner Profitability: The Vendor’s Role in Reaching GP Goals”

1. Intro • “Ever wonder why some vendors become the go-to partner while others stay stuck in the line? It’s simple — they help partners make money.” . 2. Setting the Stage: Why Partner GP Matters (5–7 min) • Explain what Gross Profit means for VARs, MSPs, and MSSPs. • Break down how partner comp plans are tied to GP. • Explain the tension between vendor incentives and partner profitability. 📝 Talking points: • Why partners will always prioritize what makes them money. • The shift from product-push to value-added services for GP. • Common GP killers: thin margins, over-discounting, lack of deal reg protection. 3. Real Talk: What Partners Want from Vendors (7–10 min) Bring in quotes or anecdotes from partner leaders or past experiences. 📝 Talking points: • Pre-sales support and technical validation = GP driver. • Services attach opportunities. • Better visibility into renewal/expansion revenue = long-term GP forecast. • Exclusive MDF that converts into margin. 4. The Vendor Playbook: 5 Ways to Drive Partner GP (10–12 min) 1. Deal Margin Protection – Proper deal reg enforcement and discount discipline. 2. Services + Training Revenue – Let partners sell services tied to your platform. 3. Strategic SPIFFs – Not volume-based but GP-aligned (e.g., “highest margin win” awards). 4. Joint Account Planning – Identify whitespace for profitable expansion. 5. Recurring Revenue Playbooks – Help partners pivot to ARR & MSP models. **If you want a copy of our "Partner_GP_Health Check" or the "Vendor _GP_Health Check" Playbooks, please email at [email protected] and I will send you a copy.