The next step, for driving even more value through these programs, is adopting multi-vendor deal registration systems. These platforms provide a unified view of complex partner ecosystems, allowing vendors to streamline program management and improve outcomes.
Partners love them, because instead of positioning your product as a post-sale upsell, they can integrate it directly into multi-vendor solutions. This approach is still somewhat less common, particularly for emerging vendors or those that are more junior in the channel. These vendors, in particular, should be looking at adopting the multi-vendor deal registration as quickly as possible.
Why Embrace Multi-Vendor Deal Registration?
To put it basically, multi-vendor deal registration platforms simplify the process by streamlining the registration process. That reduces friction for partners, and ultimately allows them to sell more products.
The Problem
It’s one of the more quoted statistics in the channel, but worth keeping top of mind: Around 40% of qualified opportunities never get registered. A leading cause of this is complexity. With an overwhelming number of vendor-specific registration systems to manage, many partners struggle to track discounts, rebates, and other benefits across multiple vendors. Consequently, they lack the resources to actually use the deal registration programs across their portfolio.
The Solution
Multi-vendor deal registration networks like Vartopia solve this problem by consolidating registration forms into a single platform. Instead of logging into multiple portals to register components of the same deal, partners can complete all registrations from one interface.
In short, the benefits of a multi-partner deal registration platform are three-fold:
It’s Good for Vendors, Too!
For vendors, multi-vendor registration networks create a seamless experience for partners, especially when their products integrate with major ecosystems. The easier it is for partners to include your solution in a multi-vendor offering, the better your chances of being included in the sale.
Emerging vendors in particular should prioritize integrating their registration processes into their partners’ workflows, to provide that added incentive to the channel to look at the product suite. By reducing friction, you can ensure more deals are registered and your offerings become an integral part of multi-vendor solutions.
It’s also possible to leverage automation to bring even more value to the deal registration process. For example, once a deal is approved, you can provide partners with relevant sales playbooks, marketing materials, or training resources—helping them close deals faster. Continuous measurement and optimization ensure these tools remain effective and relevant.
A multi-vendor network offers a consolidated view of partner activity, enabling you to:
- Identify bottlenecks and areas for improvement.
- Track performance against SLAs.
- Analyze converted opportunities to refine strategies and close more deals.
The Path Forward for Emerging Vendors
Anything that makes it easier and more straightforward to do business with you is going to be a benefit to your business. Multi-vendor deal registration is a relatively straightforward strategic advantage to implement. With the right tools in place you will almost immediately unlock new opportunities, strengthen channel relationships, and drive long-term growth. Making use of multi-vendor deal registration programs doesn’t rely on any particular maturity of the channel program – in fact, if anything it should be seen as more essential for emerging vendors to implement it at the core of their channel engagement strategy.
