Partner Feedback Essential

The process of asking for partner feedback is key to maintaining a healthy relationship in the channel space, stressed Sutter and Moffitt. In order to upgrade Wasp's partner program, the company executives first reached out to their partners to get feedback on how they could help the channel and what resellers wanted to see from the program.

"It's important to build around what partners say that they need," said Sutter. "The first step is to just reach out directly to those in the channel. Survey your partners and talk to them. Ask them what's important to them, and what they need to be successful. Build your program around that."