Posts Tagged ‘Partner Profile’
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.
Is a partner portal in fact a bad strategy for businesses in different industries? In the competitive global market, channel management has become a significant way to thrive and increase profits. This strategy has always been linked with the use of partner portals because of their reported benefits to partners through increased communication and collaboration. However, two arguments have been established to dissent the claim that these web-based applications are critical to a successful channel.
The first argument is that parent companies lack the necessary control of their channel partners. Despite the use of these portals as pipelines that allow manufacturers gain access to data regarding their channel’s sales reports, activities, and over all performance, the information they garner remain insufficient. Supposedly, in an ideal set up, the parent company will still be able to close a good percentage of the sales because of the fact that inquiries made by some customers will not be answered in full by partners. When it comes to the products, manufacturers still have the upper hand and can provide the necessary detailed answers customers are looking for.
Portals should be used to share technical information on these types of questions among channel members. There is a need to provide more direct knowledge to the parent company so that real, concrete changes in programs can be made. This means created programs would increase partner and vendor productivity in a measurable way.
The second argument is that the risk in investing in it outweighs the benefits. The investment made on such a web based application is burdensome. The need to create an effective distribution network is challenging enough as it is. With regards to branding identity as well as intimate technical knowledge, critics claim that it is unrealistic to train partners to sell a product or service because they do not possess enough knowledge about what they’re selling.
It would be up to companies to decide whether or not they agree with these arguments. Their job is to conduct thorough research regarding these applications and whether or not they are appropriate for their business.
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