The Care and Feeding of Channel Partners

Successful channel partner programs don't just happen, they're built and carefully.

Channel Partners

June 3, 2013

2 Min Read
The Care and Feeding of Channel Partners

David ByrdBy David Byrd

Using an indirect channel or agents to sell product is the most common form of selling. Most major brands use indirect channels to sell their products. Think of companies like Coca-Cola, Panasonic, Sony, American Airlines and many others. By using agents, these companies are able to meet the demand for their products globally which would not be possible using only direct sales. It is usually less expensive (up to 25 percent) to address and serve a large number of small buyers using an indirect channel versus direct sales or dedicated employees. Therefore, a successful channel not only generates higher margin revenue but can also expand market presence into new verticals or geographies.

According to the Association for Strategic Alliance Professionals (ASAP), 40 percent of all revenues for the top 1,000 companies in the U.S. are derived through channel sales.” To benefit from channel sales is fairly straightforward but it requires clear objectives, a solid strategy, agent recruitment, thorough on-boarding process, competitive compensation, an effective go-to-market campaign, efficient ordering and fulfillment process, agent support and a solid product.

That may seem like a lot, but much of what is required should be in place to support either a direct or indirect channel. While executing upon each of these elements may still not result in a successful channel, not having them will guarantee failure. ASAP found that 60 percemy of all channel partnerships deteriorate or collapse because of lack of communication. Consequently, strategies, processes and portals aside, having channel managers who are empowered to speak on behalf of the company and convey information from the channel is critical. Building a channel is not an overnight task but effective channel management and continuous alignment between company and agents dramatically shortens the time to achievement.

Telecommunications uses channels sales as a primary selling vehicle. This benefits carriers that want to develop a channel because there are always many experienced agents investigating expanding their product offerings, searching for better sources of existing products or just wanting better support and compensation. Carriers should embrace these agents as they already have familiarity with the market and are the trusted advisers to a base of customers. The knowledge and experience agents have can be readily leveraged to communicate with prospects in a language they can understand.

It is estimated that two-thirds of telecommunications services are sold through an indirect channel. ANPI and many carriers are taking advantage of this growing and successful trend.

David Byrd is chief marketing officer and executive vice president of channel sales for


. He previously spent five years as vice president of marketing and sales for Broadvox and before that was vice president of channels and alliances for Eftia and Telcordia.

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