BNET Blogger Geoffrey James shares 11 tips for creating a successful channel program. These are foundational steps that get channel masters to think not only tactically but philosophically about the channel.

The most important bit of advice: Recognize there are fundamental differences between the partner’s expectations and the vendor’s expectations. That should go a long way toward reaching common ground and developing a successful program for both parties.

He writes in Step No. 1: “You are using a channel because you want the channel to carry the cost of sales, while the channel wants you to minimize their sales costs by getting you perform services for them. Because your agendas are different, you must craft a relationship that makes sense and works for both firms.”

(James seems to side with the partners’ agenda in recommending vendors be prepared to part with some cash. See Steps 9 and 10.)