Monday, January 31, 2005

Channel Programs: Forget Copying Microsoft

What to include in a channel program is often a problem both for companies new to the channel and for channel veterans. Copying another program is usually not productive, especially if the vendor you are copying is the market leader with sales many times higher than yours. They have scale, process and momentum on their side.

Dare to do something different and you will be much more likely to see a change in the marketplace.

Channel programs are intended to become a framework for managing resources and improving partner profitability. Start with your objectives and rewrite into channel behavior you require for success. Then build a program to motivate and support the partner in those behaviors. Any other spending in the program will not yield meaningful sell through and ROI on the channel marketing investment.

Scott Karren, The Channel Pro


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