I get the same version of this question from partners a lot. Should I bring you in as a co-seller, or should I just hand you the deal and let you run with it? Should I register this through my TSD, or does it make more sense to go direct with TailWind this time?
My answer is almost always the same. It depends on the deal, and it depends on you. I've never liked the idea of forcing every partner into one process just because it's easier for us to manage. It isn't easier for you, and honestly, it isn't even easier for us in the long run either.
Here's how I think about the options, and why we let you choose the one that fits.
One Engagement Model Doesn’t Fit Every Partner
Partners don't all run their businesses the same way, so why would we expect them to work with us the same way?
Some partners want to stay in every conversation with the client, shoulder to shoulder with our team, making sure nothing gets said that doesn't sound like them. Others have a full plate and just want to hand us a warm lead, trust that we'll take care of it, and get paid for the introduction.
Neither approach is more right than the other. They're just different, and both of them are good business.
Co-Selling: When You Want To Stay in the Room
If you want to stay involved, TailWind builds our people into your process instead of replacing it. Our sales and engineering folks will get on calls with your client, help dig into what they actually need, and put together a solution with you. You keep the relationship and get the credit with your client. We just make sure the technical lift and follow-through are handled right.
This is the model a lot of partners lean on for accounts where the technical requirements get complicated, or where the client relationship is something they've spent years building and they're not about to hand it off to anyone, including us.
Referral: When You Just Don't Have the Bandwidth
Other times, a partner just doesn't have the time – or the specific technical background – to manage an opportunity all the way through. That's fine too. Send it our way, and we'll run the deal, keep you in the loop the whole time, and pay you a standard commission for the introduction.
I'd rather a partner send us a deal they can't fully manage than sit on it and let it go stale, or worse, lose it to somebody who moves faster.
Direct or Through a TSD? Also Your Call
Some of our partners work through a technology services distributor like Intelisys on almost everything. Others prefer to register straight with us. And a lot of partners do both, depending on the specific opportunity and what makes sense financially or operationally for that one deal.
We don't push people toward one path over the other. Whatever gets the deal registered cleanly and gets you paid correctly is the right path for that particular situation.
Why I Push Back on Pay-to-Play
A lot of channel programs try to win partners by offering the flashiest incentive. I get why that works in the short term, but it isn’t what keeps a partner relationship healthy over the years.
What works for us is knowing that if your client has a bad experience, that's on your reputation, not just ours. That’s why my focus has never been just about compensation. It's making sure the solution we deliver works, the support we provide is responsive when something breaks, and your client comes away thinking you made a smart recommendation. That's what keeps a partner sending us the next deal, and the one after that.
We're not always the cheapest option on the table, and I won't pretend otherwise. What we try to be is fair, and to back that price up with the kind of support that makes every implementation go smoothly.
What Does Working Directly With TailWind Get You?
If a partner does choose to work with us directly, here's what that looks like day-to-day:
- A deal registration process that doesn't require three follow-up emails to confirm it went through.
- Access to the TailWind partner portal, so you can see where things stand without calling to ask.
- Fewer people in the chain between you and an actual answer.
- Direct access to our engineering team when a solution needs real technical support.
- Back-up on discovery calls, so you're not walking in alone if the requirements get complicated.
- Monthly commission reporting, so you're never guessing what you're owed.
- Commissions that show up accurately and on time, every time.
When you don't have to chase paperwork or wonder where a deal stands, you can spend your time selling instead of managing us.
Work the Way You Want With TailWind
You shouldn't have to change how you run your business just to partner with us. Co-sell with us, hand us a referral, run it through your TSD, or come to us direct. Whatever fits the deal in front of you is the model we'll use.
If you want to talk through which approach makes sense for an opportunity you're sitting on, reach out to the TailWind team, and let's figure it out together.