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Company
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 The Channel Dilemma
Why is it so difficult?
Why do most channel initiatives fail? There are generally three reasons; time, internal expertise, and resources.
The dilemma with time is that new channel initiatives typically won’t drive significant revenue for up to 9-18 months,
depending on the product value, market segment, and channels employed. To compensate most companies deploy direct sales
efforts during the channel start-up phase. The coexistence of direct and channel sales can cause conflict and mistrust
at the wrong time, crippling development of channel momentum. These must be carefully managed to minimize conflict.
Another challenge is finding the expertise to get the program started correctly. Of top importance are the creation of
the most compelling channel value proposition for your company, kick-starting of engagement with marquee resellers,
and development of effective internal channel processes. There is no substitute for experience – finding a resource
with a track record of multiple channel successes is critical. You only get one chance to make the best first impression
possible – make it your competitive advantage!
A final challenge is in preparing and organizing your internal departments for channel success.
Sales people must be good coaches. Channel marketing, technical support, finance, and training resources must all be prepared.
Growing technology companies can’t afford to be sidetracked when processes break down – advanced preparation and a well executed
plan are a must.
Common
mistakes
How many of the following problems have you witnessed in the marketplace or within your own company?
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We can’t get adequate attention from our partners
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Our sales reps make more money when they sell direct |
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Each of our sales reps has different expectations of their partner reps |
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We can’t trust our partners |
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Published margins are competitive, but our partners drop prices and complain they aren’t motivational |
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Our partners don’t understand how to sell our products |
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We give our partners leads but they don’t follow up on them or they complain about them |
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Very few of our partners produce adequate sales results |
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It is easier to place orders direct than through the channel |
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We can’t afford the time to create channel tools prior to new product introductions |
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Our partners brush off technical support calls to us and burden our internal staff |
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Our finance department is overwhelmed by partner invoice issues and complaints |
These are warning signals. With the right expertise
they can all be fixed. Left unchecked they produce
diminished channel momentum and loss of sales, which
generally benefit your competition.
Learn about
the channel-360 advantage. |
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Free Consulation
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Interested in making your channel sales program
a competitive advantage?
Click here to
schedule a free consultation.
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