In Part 2 of this Channel Chatter series, we continue sharing highlights from our recent Channel Visions video interview with Heather K. Margolis, CEO of Channel Maven Consulting.

Don’t miss Part 1 of our discussion and read on to get the advice Heather gives to channel organizations regarding building partner programs that work, how best to educate and engage partners, and find out why she started Channel Maven:

Q. WHAT ADVICE WOULD YOU GIVE TO A CHANNEL ORGANIZATIONS?

A. Make sure that your programs and resources are what partners need to be successful. Don’t make them jump through hoops if those hoops aren’t going to benefit their company as well. You want partners to build habits that train them to build a stronger business.

Also, be sure that you’re communicating to your partners without bombarding them. The information you’re sharing with partners should also be to their benefit. Instead of just announcing that you won an award, for example, explain how partners can communicate the benefits and impact of the award to their customers.

Lastly, truly enable your partners. Don’t just throw something at partners and tell them that they need to use it in their marketing. Make sure that you’re sharing tools, resources and information that will help them build their own business and integrate with their business.

Q. ANY ADVICE ON EDUCATING YOUR PARTNERS?

A. Make partner education efforts more face-to-face. Whether it’s via video or being present at a partner summit, providing partners with consultants who can sit down with them, look at their profiles and websites, and give them true advice is incredibly valuable.

Work with them to cater their content to their audience and make sure that they are leveraging their executives as thought leaders. People do business with people, not with logos. Partner executives should be engaging customers and prospects on social and in real life.

Q: WHY DID YOU START CHANNEL MAVEN?

A. I always joke that I’m a recovering channel professional. I worked in the channel for years and was always struggling with how to help partners, without being able to truly talk to them and understand fully what they were looking for. I started Channel Maven Consulting in 2009. Our goal is to drive more business through the channel by listening to what partners want and need, understand how their business is evolving, and then help manufacturers and vendors speak directly to those partner needs.

To learn more, watch Part 2 of our Channel Visions interview with Heather:

About Heather Margolis, CEO, Channel Maven: Heather has led channel programs for companies like EMC, EqualLogic and Dell. She helps channel organizations build smarter channel programs, manage channel relationships to find added value, and engage their communities through social and traditional media.