{"id":17,"date":"2025-10-28T15:31:40","date_gmt":"2025-10-28T15:31:40","guid":{"rendered":"https:\/\/the-marketinghub.es\/blog\/?p=17"},"modified":"2025-11-27T18:15:25","modified_gmt":"2025-11-27T18:15:25","slug":"la-efectividad-de-los-programas-de-canal","status":"publish","type":"post","link":"https:\/\/the-marketinghub.es\/blog\/la-efectividad-de-los-programas-de-canal\/","title":{"rendered":"La efectividad de los programas de canal"},"content":{"rendered":"\n

Una de las preguntas que nos hacen nuestros clientes habitualmente es c\u00f3mo podemos ayudarles a generar negocio a trav\u00e9s de su canal de partners. Los fabricantes TI dise\u00f1an su estructura comercial sobre un modelo de venta indirecta desde hace d\u00e9cadas. Incluso la propia AWS o Google Cloud, cuyos negocios originales nacieron precisamente de la desintermediaci\u00f3n, han desarrollado una estructura de canal propia, similar a otros fabricantes tradicionales. La complejidad t\u00e9cnica solo puede gestionarse desde las capacidades \u00fanicas de los equipos de expertos.<\/p>\n\n\n\n

Los fabricantes TI obtienen innumerables ventajas en el proceso de optimizaci\u00f3n de costes, adem\u00e1s de una enorme capilaridad para la penetraci\u00f3n en mercados y sectores de nicho, mientras que los partners o socios tienen acceso a tecnolog\u00edas de vanguardia, como la IA o ciberseguridad, a las que pueden a\u00f1adir una capa de servicios de valor.<\/p>\n\n\n\n

Sin embargo, este modelo se enfrenta a retos importantes cuando debe integrar la estrategia y los objetivos del fabricante y sus partners. La comercializaci\u00f3n y la implementaci\u00f3n de soluciones TI requiere de unas capacidades y conocimientos muy avanzados, y es aqu\u00ed d\u00f3nde se producen algunas ineficiencias.<\/p>\n\n\n\n

M\u00e1s incentivos, m\u00e1s marketing<\/strong><\/p>\n\n\n\n

\u00bfCu\u00e1les son las estrategias m\u00e1s efectivas para generar negocio a trav\u00e9s del canal? Una pol\u00edtica de incentivos que genere ingresos recurrentes, adem\u00e1s de programas estructurados para la obtenci\u00f3n de certificaciones, constituyen la base de una estrategia s\u00f3lida. Sin embargo, no es suficiente.<\/p>\n\n\n\n

Los partners cuentan con recursos de marketing y ventas limitados, a veces con m\u00faltiples roles dentro de sus departamentos, que necesitan apoyo en \u00e1reas como la segmentaci\u00f3n de audiencias, la identificaci\u00f3n de los buyer persona o el desarrollo de contenido personalizado. M\u00e1s a\u00fan con el r\u00e1pido desarrollo de los agentes IA para marketing B2B, capaces de automatizar tareas hasta ahora impensables.<\/p>\n\n\n\n

La generaci\u00f3n de demanda es una de las herramientas esenciales para el desarrollo de negocio, y requiere de habilidades de prospecci\u00f3n y captaci\u00f3n de cuentas. La efectividad de las acciones de marketing B2B depende en gran medida de la capacidad para establecer objetivos, siempre ambiciosos, y sobre todo dise\u00f1ar e implementar una estrategia cumpliendo los plazos.  <\/p>\n\n\n\n

Universo de partners por modelo de negocio y regi\u00f3n geogr\u00e1fica<\/strong><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Fuente: CompuBase.<\/em><\/p>\n\n\n\n

\u00bfC\u00f3mo evaluar las capacidades de un partner de Cloud?<\/strong><\/p>\n\n\n\n

Estos son los 12 principales par\u00e1metros de un assessment para desarrollo de canal.  <\/p>\n\n\n\n

    \n
  1. Plataformas Cloud utilizadas\u00a0<\/li>\n\n\n\n
  2. Ingresos procedentes de Cloud (%)\u00a0<\/li>\n\n\n\n
  3. Especializaci\u00f3n en soluciones en Cloud\u00a0<\/li>\n\n\n\n
  4. Segmentos clave de clientes\u00a0<\/li>\n\n\n\n
  5. Desaf\u00edos con el fabricante actual\u00a0<\/li>\n\n\n\n
  6. Satisfacci\u00f3n con el soporte del fabricante<\/li>\n\n\n\n
  7. Experiencia con el fabricante<\/li>\n\n\n\n
  8. Inter\u00e9s en incentivos<\/li>\n\n\n\n
  9. Inter\u00e9s en formaci\u00f3n y certificaciones<\/li>\n\n\n\n
  10. Inter\u00e9s en reventa o desarrollo de aplicaciones \u00a0\u00a0<\/li>\n\n\n\n
  11. Detalles de los responsables de la toma de decisiones<\/li>\n\n\n\n
  12. Capacidades internas de marketing\u00a0<\/li>\n<\/ol>\n\n\n\n

    Las evaluaciones requieren de un esfuerzo significativo para entender las capacidades del partner para encajar dentro dela estrategia y objetivos de un fabricante TI. Una correcta evaluaci\u00f3n y gesti\u00f3n de las expectativas constituye la mejor garant\u00eda para el \u00e9xito de un programa de canal, y por tanto, de un porcentaje significativo de las ventas.   <\/p>\n\n\n\n

    Contenido generado al 100% por un humano. Si tienes inter\u00e9s, puedes contactarnos en <\/em>consulting<\/em>@the-marketinghub.com<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

    Una de las preguntas que nos hacen nuestros clientes habitualmente es c\u00f3mo podemos ayudarles a generar negocio a trav\u00e9s de su canal de partners. Los fabricantes TI dise\u00f1an su estructura comercial sobre un modelo de venta indirecta desde hace d\u00e9cadas. Incluso la propia AWS o Google Cloud, cuyos negocios originales nacieron precisamente de la desintermediaci\u00f3n, […]<\/p>\n","protected":false},"author":1,"featured_media":19,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[4,7],"tags":[],"class_list":["post-17","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-ti"],"yoast_head":"\nLa efectividad de los programas de canal - TMH<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/the-marketinghub.es\/blog\/la-efectividad-de-los-programas-de-canal\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La efectividad de los programas de canal - TMH\" \/>\n<meta property=\"og:description\" content=\"Una de las preguntas que nos hacen nuestros clientes habitualmente es c\u00f3mo podemos ayudarles a generar negocio a trav\u00e9s de su canal de partners. 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