Monday, July 26, 2004
Strategy: Web Account Management Critical for SMB Coverage
There is a well known correlation between end-user account size and the size of the reseller supporting it. That is, small channel providers tend to service small accounts. That means that except for established retail products, you need the small VAR/SI to reach the SMB marketplace.
By extending the functionality of tradition account management, you can improve your sales and marketshare in the broad channel. At Channel Ventures, we have been developing a WAMS (Web Account Management System) to help vendors manage their unmanaged accounts. We began by examining the various roles played by a CAM (Channel Account Manager) -- e.g. recruitment, mindshare, promotion, support, allocation -- and developed systems to extend the benefit to the unmanaged mass of resellers in a typical channel.
The big learning was that this is not about data, but about interaction. Instead of being data centric, this is relationship centric.
How will you bring 80% of the CAMs impact to the majority of your channel that has no account manager?
Scott Karren, The Channel Pro
0 comments
There is a well known correlation between end-user account size and the size of the reseller supporting it. That is, small channel providers tend to service small accounts. That means that except for established retail products, you need the small VAR/SI to reach the SMB marketplace.
By extending the functionality of tradition account management, you can improve your sales and marketshare in the broad channel. At Channel Ventures, we have been developing a WAMS (Web Account Management System) to help vendors manage their unmanaged accounts. We began by examining the various roles played by a CAM (Channel Account Manager) -- e.g. recruitment, mindshare, promotion, support, allocation -- and developed systems to extend the benefit to the unmanaged mass of resellers in a typical channel.
The big learning was that this is not about data, but about interaction. Instead of being data centric, this is relationship centric.
How will you bring 80% of the CAMs impact to the majority of your channel that has no account manager?
Scott Karren, The Channel Pro
0 comments
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