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Having a macro level strategic view will guide a channel manager to make sure their organization is in the right customer discussions and exerting the right influence. This could involve getting closer to accountants, digital agencies or legal firms. Having a channel manager focused too much on sales will hinder the multiplier effect of channels, drop the satisfaction of current partners who are looking to brand themselves and become more self-sufficient in the marketplace, and miss the ever-changing partner and alliance ecosystem.
ALSO, keep in my, that using a military analogy channel sales reps are the infantry that march into a hail of gunfire, while the Vendor Channel people sit in an office and watch the battles on their laptops.
Managing Channels of Distribution
You must be logged in to post a comment. Remember Me. Register Lost your password? Log in Lost your password? Username or E-mail:. Log in Register. The New, More Complex Role of Channel Managers: The channel organization has a myriad of responsibilities to their partners that include sales, marketing, operations, support, finance, legal and supply chain.
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This includes: Strategy Understanding the nuances of a specific territory, including competitive strengths, weaknesses, opportunities and threats, which allow a channel manager to build a strategy with a partner on a deal-by-deal as well as macro level. Sales managers tend to be much more tactical in nature, and most strategic planning is at a customer or deal level.
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Coaching Good channel managers understand that enabling a partner is critically important and so they spend their time ensuring that they are covering the details such as solution creation, logistics and compliance. It is more than just selling a deal, it is ensuring that all the ducks are in a row so that many downstream deals can be closed as well.
This is the multiplier effect of having a channel.
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Finance The economics of running a channel territory are much different that running a sales territory. Beyond things like revenue targets, contract profitability, and pricing strategy, channel managers must also focus on areas such as inventory management, partner cashflow, and distribution terms.
End Customer Buying Process is Forcing More Changes in the Channel: Another major shift in channels is being driven by changes in the customer buying journey. Log in to Reply.
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As a distributor, we see this amplified in a two-tier distribution model! Leave a Reply Click here to cancel reply. Connect with him on Linkedin or follow on Twitter or Facebook. Gary is the founder and CEO of his third software and services company and is a frequent speaker at industry events.
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Proceeding With the Channel Design Sequence. Ramping Up a New Distributor. Effective Channel Communications Mechanisms. How to Communicate Legally.
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