Deal registration is intended to provide early identification of opportunities, ensuring resellers and vendors work together to close deals effectively. However, many qualifying deals remain unregistered, with studies indicating that as many as 40% of eligible opportunities end up being missed by the deal registration process.

Or to put that another way: Almost half of all deal opportunities fail to be registered in systems that are meant to help partners make the most of those same opportunities.

Clearly, building a deal registration program that benefits all resellers equally is foundational to having a happy and optimally productive channel.

What Vendors Can Do to Improve Deal Registration Programs

To maximize the benefits of deal registration, vendors need to start by first encouraging early registration of qualifying deals. Getting partners into the habit of registering deals as early as possible allows vendors to provide resellers with timely support, such as sales tools, collateral, and technical assistance, increasing the chances of closing deals successfully.

This then means that the deal registration programme adds value back to the

Here are practical steps vendors can take to improve the process:

Vendors should work with resellers to make deal registration a standard part of their operations. This requires executive-level commitment from reseller organizations to ensure all qualifying deals are registered.

Providing discounts or incremental margins is a proven way to encourage early pipeline visibility. This helps partners protect their investments in nurturing and developing opportunities while ensuring profitability.

Simplifying the process for submitting deal registration requests is just the start. Vendors must act on submissions quickly, enforce rules consistently, and provide resellers with tools to track registrations and monitor their progress through the pipeline.

Resellers need tools to manage registrations effectively. Vendor partner portals should allow resellers to track the approval status and progress of their registrations. For resellers using CRM systems, integrating deal registration into their CRM workflows can help operationalize the process within their existing business systems.

Whether deal approvals are based on a first-come-first-served approach or a value-added evaluation, transparency and responsiveness from vendors are essential. Resellers must be empowered to manage their deals effectively, with clear communication and support from vendors throughout the process.

Nothing about these five points is particularly complex or challenging. The sum of it is that successful deal registration programs rely on collaboration between vendors and resellers. But it needs to be a proper partnership, and that is ultimately where things can go wrong. Registration is not the end of the process but the beginning of a journey that requires mutual effort to achieve shared success.