Akamai leverages distribution partners like Arrow for more than just reach. They enable partners to use the distributor's technical resources for product demos and proofs-of-concept (POCs). This strategy allows Akamai to scale its technical sales support efficiently, avoiding resource constraints on its internal teams.

The shift from transactional to solution selling is difficult because channel economics are traditionally built on volume. Partners are hesitant to invest the extra time required for consultative selling when the immediate financial incentive isn't there. Vendors must bridge this gap with co-selling, co-creation, and enablement to prove the ROI of a value-based approach.

To scale its reseller program, SkillVari uses a variable commission structure. Resellers who require significant handholding on deals earn a low commission (3-4%). Those who operate independently, managing the entire sales cycle, earn a much higher rate (up to 20%). This incentivizes partner self-sufficiency.

A common vendor mistake is attempting to apply a direct sales model to the channel. uSecure found success by truly adapting its business model, citing specific examples like moving from annualized to flexible monthly billing and eliminating minimum purchases. These concessions signal a genuine, partner-first commitment rather than just paying lip service.

The ROI of partner enablement is critical but notoriously difficult to quantify. To create a tangible link to revenue, connect enablement activities like training sessions to specific, trackable outcomes like SPIFs or other direct incentives that drive a desired action and can be measured.

To ensure sales reps focus on long-term value (LTV), structure compensation to reward customer success. Pay half the commission on contract signing and the other half only when the customer hits a predefined activation metric, known as the Leading Indicator of Retention (LIR). This forces reps to sell to right-fit customers.

Vendors and TSDs get lost in partner labels. The critical distinction is the partner's business model: Do they want a residual commission, to resell on their own paper, or a one-time payment? Offering this flexibility is key to recruiting and enabling modern partners.

To stand out among hundreds of vendors, Akamai fosters relationships beyond the executive level. They connect their regional leaders in sales, technical, and marketing roles directly with their counterparts at key partner organizations. This builds trust and deep business understanding at the field level where customer engagement happens.

Akamai replaced its one-size-fits-all global partner tiering with a regional model. This new system recognizes the diverse partner landscape in each geography and evaluates partners on value-add contributions, such as sourcing new opportunities and delivering services, rather than solely on revenue.