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Selecting the Right Channel Partners to Maximize Sales Impact
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Technology end-user purchasing behavior has changed from “one-stop shopping” to selecting different outlets
for products and implementation services. The indirect channel has responded by fragmenting into an array
of firms that cover the full spectrum of business models from fulfillment to implementation. Unfortunately, few
manufacturers have adapted to–or are even aware of–the new channel landscape.
Manufacturers who measure and manage the new channel by old revenue-based metrics waste time, attention
and money on programs that do not build revenue or market share. Worse, they miss opportunities for the new
channel to promote, specify and sell their brand.
Manufacturers must determine what their end-users actually do when purchasing and implementing solutions
and then build balanced channel programs to serve them. Balanced programs provide market and geographic
coverage, plan for change and organize to take advantage of the focus and flexibility offered by second- and
third-tier partners. The management challenges are greater, but specialist help is available and the rewards are
well worth the effort.
Saylor.org - Personal Name
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Selecting the Right Channel Partners to Maximize Sales Impact
Management
English
2011
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