A very common challenge that a lot of established vendors are having is to really maximise the potential of the channel. Recent Kingpin research highlighted that 55% of all IT decisions involve the channel in some form or shape, be it from a transnational level or a point of reference, the channel is key. With that in mind the vendors challenge must be to ensure that they are seen as the "chosen" solution to these partners, be it through technical support, training and marketing - planning & enablement.
A well-crafted channel marketing plan can also keep you focused on your goals and keep you from wasting money and, more importantly, time. The good news is that it doesn't have to be overly complicated -- one page can be enough