TBK Consult publish whitepaper on “Channel Partner Recruitment in the Software Industry”

COPENHAGEN, Denmark - May 1, 2014 - PRLog -- When software vendors have been successful in selling their products directly to customers, why do they then fail to repeat this success through a channel of independent business partners?

The whitepaper recommends what to prepare to be successful with the recruitment process itself and it also discusses what it takes to find and sign-up those partners who are most likely to become successful in winning new customers in the market.

The main reason why most B2B software companies have massive challenges with building and managing a successful partner channel is the assumption that their business model is unaffected by the choice of channel. That is not the case.

"Using a channel of independent companies to resell, implement and/or service customers has a long tradition in the software industry. For some software companies, the channel has been a major contributor to global success, but for most, making it work can be a difficult and constant struggle,” says Hans Peter Bech, CEO of TBK Consult and author of the whitepaper. "Recruiting channel partners require an intimate understanding of the partner’s business model and especially his the P&L implications of starting a business based on our products."

The conclusions and recommendation in the whitepaper are based on the business model framework introduced by Alexander Osterwalder in 2010. When software companies choose to approach the market through independent channel partners they need both a compelling customer value proposition and a compelling partner value proposition. Software companies must first and foremost understand the idiosyncrasies of the independent channel partner and understand what it takes to build a business around their own product.

More information from http://www.tbkpublishing.com