The Art of Channel Management. Many companies claim to understand “Channel Management”. There are groups dedicated to this model on Linked In and other various Social Media sites. Why is Channel Management so misunderstood and why is it so hard to master? The answer lies in the individual/s that are creating the channel sales model for his/her company. If these individuals have never worked in the channel, meaning worked for a Value Added Reseller or a systems integrator and manufacturer than how can they possibly understand the entire channel ecosystem? Technology manufacturers constantly walk the line of supporting their group of indirect resellers and not, giving full attention and possibly competitive advantage to it’s direct sales force. This has been going on for years, we all know the big name players but there is also a slew of startup’s that want all the benefits of a “dedicated sales channel” but don’t truly dedicate themselves to this model. I have personally worked both sides of the channel as a small, value added reseller to the opposite side of the spectrum, working for one of the largest software manufacturers of all time. In between these two areas lies another factor of the equation, not well known but widely used by both VARS and Manufacturers and these are Marketing Rep Firms. These groups work directly with manufacturers and introduce these manufactures to qualified resellers to sell the products to the final end to this equation, the end user. There are so many steps and mis-steps throughout this process so beware the get rich quick firms, Channel Management is NOT a get rich quick model rather a supportive model that will enhance your current direct sales teams efforts and build a significant pipeline. This process does not happen overnight, and should be not viewed as a quick process by any means. This is where most manufacturers fall way short. They implememnt a program that does not make sense to the reseller, meaning they can’t make money and can’t support the product long term. I have personally witnessed many failures and many sucesses with this model. My name is Scott Sabellico and I would be happy to discuss this subject with anyone that is interested as this is the tip of the iceburg concerning ” The Art of Channel Management.” I can be reached at via email at electronic_attic@hotmail.com
The Art of Channel Management
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