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If channel-dependent companies or organizations are geared towards the achieving the ultimate goal of optimum channel productivity, then they should wise up and use channel management strategies. These strategies are growing in popularity because they prove to be an effective means in improving the overall performance of a channel distribution network. However, to me, channel management on its own is not enough to ensure success.

Managing channel partners is more challenging than you can imagine especially if there is no existing system to communicate and collaborate with them. Did you know that a partner can be located in another state or worse, in another country? This is why a lot of companies find it extremely difficult to practice proper channel partner relationship management because it is practically impossible to work efficiently with entities that are located miles and miles away from you. Thankfully, the internet now is faster and bigger than ever before. But traditional email messages and instant messaging can only do so much.

The real key to productivity is to use channel management in conjunction with a partner portal. This is a web based application that allows business partners to gain access to vital information and resources necessary for excellent performance by entering authorized logon credentials. Such information and resources include marketing techniques, sales, support, prices and customer base. Aside from all of that, a partner portal helps parent companies monitor different factors like company performance and progress, recent market updates, accurate measurement of individual channel partner skill and performance.

A portal is therefore a key to productivity because it ensures communication and collaboration amongst partners and between partners and the manufacturer. Furthermore, it also allows manufacturers to have a clear and direct view of channel operations, processes and performance which leads to better management decisions and actions. Believe me when I say that the market is more competitive than ever before and it is critical to be wiser and more open and receptive to the latest and trending strategies to achieve success.