Find and recruit partners in Asia who will sell for you
Many partner channels in this region fail slowly. Often the partner has no commercial reason to choose you over the other vendors in their bag, and nobody introduced you properly. We find the resellers, distributors and integrators who already sell to your buyers, and recruit them with you.
Talk to us about your channel →A channel succeeds or fails on a handful of decisions
This is our founder's own background, built over a career running channel across Asia. The points opposite decide whether a programme produces revenue or just a folder of signed agreements.
Talk it through in 15 minutes →Which partner types fit your product and your margin. A reseller, a distributor and an OEM want completely different things from you, and only one of them is usually right.
How to structure tiers and incentives so a partner has a commercial reason to sell you first, rather than whichever vendor called them most recently.
What a partner needs from you to sell without hand-holding. Most programmes die here: the partner signs, nobody enables them, and the relationship fades.
Marketing to your partners as well as through them. Partners have limited attention, and winning it takes marketing as well as account management.
How to tell within a quarter whether a partner will ever produce. The costly mistake is keeping the wrong partner for two years.
APAC channel revenue growth, inside eighteen months.
Asia Market Entry demonstrated an exceptional ability to engage with our partners at both a business and personal level, using innovative partner enablement tactics that helped us triple our APAC channel revenue within 18 months. They have built businesses before and understand the realities and pressures of being able to execute in new global markets.
From the right shortlist through to partners who are selling
Some companies come to us with nothing. Some come with fifteen signed partners and no revenue from any of them. The work differs from case to case, but the decisions are the same.
Which partners fit
The partner types that suit your product and margin, and the companies of that type that already sell to your buyers.
Who is worth approaching
Enriched channel data and in-market knowledge, so the shortlist is built on fit and capacity rather than on who has a website.
Getting them signed
We approach the shortlist with you, make the introductions through our network, and stay with it until the right partners have signed.
Introductions that land
A warm introduction from someone the partner already trusts, rather than a cold email from a vendor they have never heard of.
The programme around them
How the programme is set up, including the rules of engagement with your own sales team. We advise, through go-to-market advisory, and your team runs it.
Waking dormant partners
A signed partner producing nothing can often be revived, and where one cannot, we find a replacement.
Three places companies come to us from
Nothing yet
You sell direct and you know the channel is how this scales, but there is no programme to put a partner into. We advise on the essentials first. Then we find and recruit the first partners.
A programme that works at home
It produces in your own market and not here. Usually the tiers, the margin or the enablement assume a partner who does not exist in Asia.
Signed partners, no revenue
The agreements exist and nothing is moving. This is the most common one, and the most fixable.
Partner search and recruitment questions
Do you find distributors, resellers and referral partners?
Yes. People ask for it in different ways: finding distributors, recruiting resellers, finding referral partners, agents or systems integrators, channel partner recruitment or channel development. It is one service: partner search and recruitment. We find the partners who already sell to your buyers, from signals such as the vendors they carry and the deals they win, then make the approach through our network where we can.
What does the partnering work involve?
Identifying, approaching and recruiting regional partners: resellers, distributors, managed service providers or strategic alliances. We build the shortlist on fit and capacity and make the introductions through our network. On the programme itself, we advise; your team runs it.
We already have signed partners and no activity. Can you help?
Yes, and it is the most common situation we see. Usually the incentive is misaligned or there is no joint value proposition. We tell you which, advise on the fix, and find replacement partners where a relationship cannot be saved.
How do you decide which partners are right for us?
We score each candidate against your ideal customer profile, using channel data and what we know of the market. Capacity matters as much as fit: a good partner with no bandwidth produces the same result as a bad one.
What if we do not have a programme yet?
Then we advise on the essentials before recruiting: tiers, incentives, onboarding and rules of engagement, so your own sales team knows when a deal is theirs and when it is the partner's. Your team owns and runs the programme; we find the partners to put into it.
Do you enable partners?
Enablement is your team's job, and we advise on it. The test is whether a partner can position and win a deal without one of your people in the room.
What goes wrong most often?
Mismatched partner types, incentives that give a partner no reason to prioritise you, and no enablement after signature. The result is partner inertia: a programme that looks healthy on paper and converts nothing.
How soon will we know whether it is working?
Within a quarter you should be able to tell, per partner, whether they will ever produce. We help you build that read in from the start.
How do you measure success?
By the partners who are active within a quarter, and the pipeline they create.
Start with 15 minutes on your channel
Bring the programme you have, or the one you are thinking about. We will tell you where it will break. Free, supported by Singapore EDB.
