InDirect Sales Channels

Partner Relationship Management

Distribution channels are at the heart of the majority of money making operations. Develop some IP, figure out how to build it, and get the ‘stuff’ to market. Direct works well for the readily addressable market, with many options remaining for InDirect approaches to creating value for customers beyond your immediate reach.

Done right, Distribution channels are one source of Competitive Advantage for your company. No balance sheet risk, little to no P&L risk, and significant leverage from sufficient investment. The keyword is sufficient, enough to achieve the quality and volume predicted and committed to in the annual plan.

Unfortunately most channel programs lack transparency except for the pass/fail number every interval on performance. The implications are not good for companies that care about measuring contextual elements regarding digital marketing assets, channel engagement, process quality, and channel investment yield. The binary is easy, the why of it requires feedback.
Channel friction comes in many forms. It sabotages channel revenue, undermines partner motivation and keeps channel managers up at night. Companies attempt to reduce it by hiring more people, spending money on point solutions and reassuring partners that tomorrow will be better. Incremental improvements help in the near term, but somehow the big results companies seek never materialize.
Companies want a breakthrough that will take their channel sales to the next level. But it’s hard to know how to get there from here.
Do any of these friction points sound familiar?
 
Click any of the pain points below to view a case study on the topic:
At the end of the day, reducing channel friction means making relationships smooth and easy for partners, eliminating channel conflict and providing strong sales incentives. When you achieve these goals, revenue accelerates and everyone wins. But getting there is easier said than done, and can’t be accomplished simply by deploying new software.
The good news is that a comprehensive channel management methodology, coupled with advanced software tools, offer a path to revenue goals that channel managers can meet.
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Its not that the big eat the small, its that the fast eat the slow!
Adam Morgan: Eating the Big Fish
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  • WhitePaper - The ROI of Partner Relationship Management

    Investments in Partner Relationship Management can pay dividends.

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  • Channel Partner Blueprint

    Achieving your channel goals is much easier to do with a plan.

    Building a good plan takes considerable insight and effort. In addition, the politics of change and change management can make developing a plan a burdensome task.

    Click here to learn more about building a Channel Partner Blueprint.

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Channel Challenges

There are so many potential sources of friction that impact channel performance it would be foolish to even try. Yet no one has all of them. Most problems stem from an initial design that’s been outgrown by volume, complexity, or a rapidly changing ecosystem of partners and marketplaces. Inevitably this impact Yield, ROI, Adaptiveness, Speed, and Predictability. If this looks like it is relevant to you, consider taking our Channel Ready Survey on a following page.

Channel Challenges you may be experiencing.

  • Too few partners
  • Too many partners
  • The wrong partners
  • Long RampUp times
  • Expensive RampUp Process
  • System complexity
  • Expensive systems
  • Too much effort
  • Inflexible, UnChangeable
  • UnTrackable Performance
  • Low Channel Mindshare
  • No idea what partner needs to succeed
  • Underperforming partners
  • UnPredictable partners
  • High Partner Churn Rate
  • Expensive Channel Marketing
  • Software Not Mobile
  • Training is Slow
  • Slow Untimely Reports
  • Missing Data
  • Wrong Information
  • Weak Reporting
Multiple distribution channels are essential for most businesses to achieve growth targets.

Indirect channels offer the benefit of partially dedicated sales resources that are not on your payroll. Sounds great in theory, yet acquiring and maintaining mindshare is critical in achieving channel business objectives.

Marketing wants control over their brand assets at all times, and PRM solutions that use indirect techniques are at the forefront of industry best practices.

Are you Ready for InDirect Sales?

You might know for sure already, or you might appreciate another perspective. Take our easy 32 question survey, and gain some new perspective.
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We help companies get the right balance of Touch, Volume, and Margin.
We help companies build Buyer Personas to drive Customer Intimacy.
We help companies use Segmentation in the Top of the Funnel.
We help focus companies on the Bottom of the Funnel.
We help build world class sales Recruiting process.
We help enable high Performance sales teams.
We help drive down the Cost of Sales.
We build Competitive Advantage.