Channel 101

Info about the basics of leveraging a channel to expand your sales footprint to more markets and more customers than you ever could with only a direct sales force.

Why use channel partners?

Every qualified partner has salespeople with access to existing accounts. Partners can provide immediate access to these accounts.

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Why do I need a channel program?

Your channel partner program provides certainty that partners know what they can expect from you.

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Which channel KPIs are the most important to report on and why?

The most important KPIs exist along your sales process. How many leads has demand generation produced?

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What is the difference between channel sales and direct sales?

Channel sales are referred to as "indirect" because the people doing the selling aren't employed by the company that makes the products.

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What is a sales channel strategy?

Channel executives are measured on the sales volume produced by all their partners.

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What is a channel marketing strategy?

The best partners accept and appreciate marketing guidance, assistance, and resources provided by their vendor partners.

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What does a channel sales manager do?

Channel sales managers supervise the activities of channel sales representatives, which can include assigning them to specific accounts.

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What are the economics that make partnerships feasible?

Think of revenue as a pie. One big slice is the manufacturer's fully-burdened cost of manufacturing.

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What are the different types of channel partners?

Channel partners vary in market segmentation by size, by vertical industry, by geography, by private, government, and more.

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What advice would you give a business considering launching a channel sales program for the first time?

Build a compelling business case for prospective partners showing how much additional revenue they can drive through your product.

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How should channel partners work with my company?

As one team. Properly managed, partners become an extension of your sales engine and should consider and conduct themselves as such.

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How do channel partners impact my go to market strategy?

Heavily! You'd be wise to leverage the customer contact your best partners enjoy to inform everything you do: New product features.

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How can I get executives to prioritize and invest in the channel?

What will executives invest in? Things that produce a good return. You need to be able to demonstrate that to executives.

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Do I have the right product or service to sell through channel partners?

If partners can produce a reasonable profit directly from sales of your offerings, that partnership is viable.

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