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The Mystery of Channel Incentive Program and How to Solve it
Assessing channel partner performance can be agonizingly wasteful.
Entrenched with obscurities and unique challenges, managing BB rapport requires not only transparent communication, but also a considerable amount of patience and empathy towards another’s end goals. And as channel networks expand their market influence, and as more players become actively involved, the managerial process naturally metamorphoses into layers of intricacy, which coerces indirect channel evaluation into additional ambiguities, challenges and fallacies.
From a manufacturer’s perspective, better-recognizing channel partners is a lot like trying to understand non-immediate family members. Sure, you may know where a lot them live or even bump into them during the occasional wedding, Bar Mitzvah, or even unfortunate funeral, but other than that, you know nothing about them. Manufacturers must commonly ask themselves, “Do our channel partners really provide us with the ROI we need from the indirect channel to survive?” Or, “How well are our channel incentive programs working, and what do they tell us about our end customer’s pricing obligations, the market industry or consumer demands?”
And due to a multitude of reasons, in particular, a lack of manpower and recurrent use of outdated administrative tools (Excel spreadsheets, emails, phone calls, etc.), manufacturers are left helplessly in the unknown, spiraling aimlessly throughout the dark cosmos of the sales funnel.
Due to this concoction of misinformed information, manufacturers often plunge themselves into taking corrective action, or poorly executed deductive reasoning in an attempt to nurture the most appropriate strategy, and greatest potential for opportunity—a tactic that frequently results in:
- Researching marketplace for new channel partners
- Firing current channel partners.
- Reducing channel hierarchy.
- Opting to go into direct sales.
- Customizing, eliminating program guidelines.
Now, some of the above processes are necessary to deploy into the evaluation of your current channel partner infrastructure, however, the disconcerting aspect of these policies is the sheer level of uncertainty that goes into this practice. Many times, manufacturers settle with a “best guess” approach, basing their decisions on the fluctuation of their profits—a toxic, lackluster, and entirely inadequate philosophy that is chock-full of insurmountable consequences.
Leverage the Power of Automation to Rid your Team of Channel Partner Ambiguity
Computer Market Research (CMR) brings 32 years of experience into the indirect channel sales industry.
Through our state-of-the-art automated software, businesses can amplify their BB marketing efforts via a clear and concise platform that robustly and intuitively assists the managerial process of channel partnerships. From optimizing trade promotions to customizing unique program guidelines, from building effective distribution channels to establishing transparent and objective BB communication—CMR helps businesses maximize their marketing efforts with distributing partners that is built around a common goal of success. Our cost-effective SaaS application is the perfect tool for any business looking to strengthen their bond with channel partners through innovative solutions, which converts data into intelligence.