Checklist · Channel Sales
Channel Sales marketing checklist — Step by Step 2026
This checklist guides Channel Sales teams through a successful launch, focusing on core strategies, integrations, analytics, automation, and compliance. Optimize your channel partnerships and drive revenue effectively.
Phase 01
Phase 1: Core Strategy & Planning
- 1.1critical1 week
Define Target Channel Partners
Identify ideal partner profiles based on market reach, customer base, and alignment with your product/service. Consider using PartnerStack to manage and track potential partners.
- 1.2critical3 days
Establish Partner Program Goals
Set clear, measurable objectives for your channel program, such as revenue targets, market share growth, and customer acquisition cost. Use a framework like SMART goals.
- 1.3high5 days
Develop a Partner Value Proposition
Create a compelling value proposition that highlights the benefits of partnering with your company, including commission structure, marketing support, and training. Showcase ROI.
- 1.4high4 days
Design Partner Tiers and Incentives
Establish different partner tiers based on performance and commitment, offering corresponding incentives such as higher commission rates, marketing development funds (MDF), and exclusive access to resources.
- 1.5critical1 week
Create a Partner Agreement
Draft a comprehensive partner agreement outlining the terms and conditions of the partnership, including responsibilities, obligations, and legal considerations. Consult with legal counsel.
- 1.6high3 days
Select a Channel Management Platform
Choose a platform like Impartner or Allbound to streamline partner onboarding, training, communication, and performance tracking. Consider features like deal registration and lead distribution.
- 1.7medium1 week
Develop Partner Training Materials
Create comprehensive training materials to educate partners on your product/service, sales process, and marketing strategies. Utilize platforms like Lessonly or TalentLMS for training delivery.
- 1.8medium2 days
Establish Communication Channels
Set up dedicated communication channels for partner support, updates, and feedback. Consider using Slack or Microsoft Teams for real-time communication.
- 1.9high3 days
Define Key Performance Indicators (KPIs)
Establish KPIs to measure the success of your channel program, such as partner-sourced revenue, deal closure rates, and partner satisfaction. Use a CRM like Salesforce to track these metrics.
- 1.10critical2 days
Allocate Budget for Channel Program
Determine the budget required to support your channel program, including partner incentives, marketing support, and platform costs. Ensure adequate funding for program success.
Phase 02
Phase 2: Integrations & Onboarding
- 2.1critical1 week
Integrate CRM with Partner Portal
Connect your CRM system (e.g., Salesforce) with your partner portal to synchronize data, track partner performance, and manage deal flow. Ensure seamless data transfer.
- 2.2high4 days
Automate Lead Distribution
Implement automated lead distribution to ensure that leads are routed to the appropriate partners based on predefined criteria, such as geography, industry, or product expertise. Use a tool like Distribution Engine.
- 2.3high5 days
Streamline Partner Onboarding Process
Create a streamlined onboarding process to quickly onboard new partners and provide them with the resources and training they need to succeed. Use a platform like Trello to manage the onboarding workflow.
- 2.4critical3 days
Implement Deal Registration
Enable deal registration to protect partners' investments in pursuing new opportunities and prevent channel conflict. Configure deal registration rules in your partner portal.
- 2.5critical4 days
Configure Commission Tracking
Set up commission tracking to accurately calculate and pay commissions to partners based on their sales performance. Ensure transparent and timely commission payouts.
- 2.6medium1 week
Integrate Marketing Automation Tools
Integrate your marketing automation tools (e.g., HubSpot, Marketo) with your partner portal to enable partners to execute marketing campaigns and generate leads. Provide marketing templates and resources.
- 2.7medium3 days
Set Up Single Sign-On (SSO)
Implement SSO to provide partners with seamless access to your partner portal and other resources. Simplify the login process and enhance security.
- 2.8critical5 days
Establish Data Security Protocols
Implement data security protocols to protect sensitive partner and customer data. Ensure compliance with data privacy regulations (e.g., GDPR, CCPA).
- 2.9high3 days
Develop Partner Communication Plan
Create a communication plan to keep partners informed about product updates, marketing campaigns, and program changes. Utilize email newsletters, webinars, and partner portals.
- 2.10highOngoing
Provide Ongoing Support and Training
Offer ongoing support and training to help partners succeed. Provide access to product experts, technical documentation, and training materials. Use a help desk system like Zendesk.
Phase 03
Phase 3: Analytics & Performance Tracking
- 3.1high1 week
Implement Partner Performance Dashboards
Create dashboards to track partner performance metrics, such as revenue generated, deal closure rates, and customer satisfaction. Use a BI tool like Tableau or Power BI.
- 3.2high3 days
Track Lead Conversion Rates
Monitor the conversion rates of leads generated by partners to assess the effectiveness of their marketing efforts. Identify areas for improvement and provide feedback.
- 3.3medium4 days
Analyze Partner Engagement Metrics
Analyze partner engagement metrics, such as portal logins, training completion rates, and participation in marketing campaigns. Identify partners who are actively engaged and provide them with additional support.
- 3.4critical3 days
Measure Partner-Sourced Revenue
Accurately measure the revenue generated by partners to assess the ROI of your channel program. Track partner-sourced revenue in your CRM system.
- 3.5high4 days
Monitor Customer Satisfaction
Monitor customer satisfaction levels for customers acquired through partners. Use surveys and feedback forms to gather customer feedback.
- 3.6medium5 days
Track Partner Profitability
Calculate the profitability of each partner by comparing the revenue they generate with the costs associated with supporting them. Identify profitable partners and focus on growing those relationships.
- 3.7high3 days
Conduct Regular Performance Reviews
Conduct regular performance reviews with partners to discuss their performance, identify areas for improvement, and set goals for the future. Use a structured review process.
- 3.8medium4 days
Benchmark Against Industry Standards
Benchmark your channel program's performance against industry standards to identify areas where you can improve. Compare your metrics with those of your competitors.
- 3.9high3 days
Identify Underperforming Partners
Identify underperforming partners and develop strategies to help them improve their performance. Provide additional training, support, or incentives.
- 3.10criticalOngoing
Optimize Partner Program Based on Data
Use data and analytics to continuously optimize your partner program. Make data-driven decisions to improve partner performance and program ROI.
Phase 04
Phase 4: Automation & Efficiency
- 4.1high1 week
Automate Partner Onboarding Workflow
Automate the partner onboarding workflow to reduce manual effort and speed up the onboarding process. Use a workflow automation tool like Zapier or Tray.io.
- 4.2critical4 days
Implement Automated Commission Calculations
Automate commission calculations to ensure accurate and timely commission payouts. Integrate your commission tracking system with your accounting software.
- 4.3high5 days
Automate Lead Nurturing
Automate lead nurturing to engage leads and move them through the sales funnel. Use marketing automation tools to send targeted emails and personalized content.
- 4.4medium3 days
Automate Deal Registration Approvals
Automate the deal registration approval process to reduce delays and improve partner satisfaction. Implement rules-based approval workflows.
- 4.5high4 days
Automate Reporting
Automate the generation of reports to provide partners with timely and accurate performance data. Schedule reports to be automatically sent to partners on a regular basis.
- 4.6medium1 week
Implement Chatbots for Partner Support
Implement chatbots to provide partners with instant answers to common questions. Use a chatbot platform like Intercom or Drift.
- 4.7high3 days
Automate Partner Communication
Automate partner communication to keep partners informed about product updates, marketing campaigns, and program changes. Use email marketing tools to send targeted messages.
- 4.8medium5 days
Integrate with Third-Party Tools
Integrate your partner portal with other third-party tools to streamline workflows and improve efficiency. Integrate with CRM, marketing automation, and accounting software.
- 4.9high3 days
Centralize Partner Resources
Centralize all partner resources in a single location to make it easy for partners to find the information they need. Use a document management system like Google Drive or SharePoint.
- 4.10criticalOngoing
Optimize Processes Based on Automation Data
Use data from your automation tools to identify areas where you can further optimize processes and improve efficiency. Continuously monitor and refine your automated workflows.
Phase 05
Phase 5: Compliance & Legal Considerations
- 5.1critical1 week
Ensure Compliance with Data Privacy Regulations
Ensure that your channel program complies with all applicable data privacy regulations, such as GDPR and CCPA. Implement data protection measures to safeguard partner and customer data.
- 5.2high5 days
Review and Update Partner Agreements
Regularly review and update your partner agreements to ensure that they are legally sound and reflect the current business environment. Consult with legal counsel to ensure compliance.
- 5.3critical3 days
Implement Anti-Corruption Policies
Implement anti-corruption policies to prevent bribery and other unethical practices. Train partners on your anti-corruption policies and procedures.
- 5.4critical4 days
Comply with Antitrust Laws
Ensure that your channel program complies with all applicable antitrust laws. Avoid agreements that restrict competition or unfairly disadvantage competitors.
- 5.5high3 days
Protect Intellectual Property
Protect your company's intellectual property by including appropriate clauses in your partner agreements. Ensure that partners understand their obligations regarding intellectual property protection.
- 5.6medium1 week
Monitor Partner Activities for Compliance
Monitor partner activities to ensure that they are complying with all applicable laws and regulations. Conduct regular audits to identify and address potential compliance issues.
- 5.7high3 days
Provide Compliance Training to Partners
Provide compliance training to partners to ensure that they understand their obligations and responsibilities. Offer training on data privacy, anti-corruption, and antitrust laws.
- 5.8medium5 days
Establish a Whistleblower Policy
Establish a whistleblower policy to encourage partners to report any suspected violations of laws or regulations. Protect whistleblowers from retaliation.
- 5.9high3 days
Conduct Due Diligence on Potential Partners
Conduct due diligence on potential partners to assess their compliance with laws and regulations. Check their background and reputation before entering into a partnership.
- 5.10criticalOngoing
Maintain Records of Compliance Activities
Maintain records of all compliance activities, such as training sessions, audits, and policy updates. Keep records for the required retention period.
Pro tips
- Leverage MDF (Marketing Development Funds) effectively to empower your channel partners' marketing efforts and drive joint success.
- Prioritize partners who demonstrate a strong commitment to your product and target market, fostering deeper, more productive relationships.
- Regularly solicit feedback from your channel partners to identify pain points and areas for improvement in your program.
- Offer tiered commission structures to incentivize partners to achieve higher sales targets and reward top performers.
- Invest in building a robust partner portal with comprehensive training resources, marketing materials, and sales tools to enable partner success.