Best Practices for Maximizing Non-Transacting Partner Relationships

Non-transacting partners are integral to the contemporary technology channel ecosystem. By influencing customer purchasing consideration, they open opportunities and enhance sales value for vendors and transacting partners.

These non-transacting partners, which include both individuals and companies, often act as the catalysts for demand generation and are instrumental in shaping the decisions of end customers. By offering specialized expertise, they fill critical gaps that may be left open by traditional reseller partners, thereby enhancing the overall value proposition to the customer. Their influence often determines which technologies or solutions gain traction in the market, making them pivotal in the go-to-market (GTM) strategies of many vendors.

To fully leverage the potential of non-transacting partners, vendors must recognize the distinct value they bring and create an environment conducive to influence and collaboration. This involves not just acknowledging their contributions but also integrating them more deeply in the partner ecosystem.

This Channelnomics primer defines the role of non-transacting partners and outlines strategies for effectively engaging with them. To capitalize on their influence, channel professionals must develop targeted programs that cater to the specific needs and expectations of these partners.