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How to Deploy the Right Partner Relationship Management Program
As your company continues to develop, proper engagement with your channel partners through a comprehensive PRM system becomes ever more imperative to the success of your business.
Without clear and concise communication, your brand is at a much higher risk to experience depleted sales, misinterpretation of your company’s objectives, missed investment opportunities, and overall, lowers the potential of being a leading brand within your industry. That’s because, under organized sale’s leadership, your channel partners can better establish themselves to maximize business opportunities, manage fruitful customer relationships and build on an infrastructure that is both transparent and efficient.
Deploying “partner enablement” or a Partner Relationship Management (PRM) program into your channel infrastructure provides your business with an invaluable opportunity: Automating your channel relationship through software like CMR’s, allows you to swiftly adapt to changing market conditions via cloud-based solutions, which streamlines information to optimize business opportunities, reduce channel management costs, enable consistent two-way communication, decrease channel conflict, improve the management of incentive (rebate) programs, and provide channel partners with the tools to better service the end-customer.
Growing companies that fail to implement a PRM system into their channel risk more than just partner- miscommunication, but also a catalog of problems that could coerce your best
channel partners to explore relationships with your biggest competitors. A reality no business would (or should) have to face.
But simply having a PRM system for your channel partners is not enough. Each of your channel partners are unique, which means each of them requires a specific platform that corresponds with yours and theirs exclusive (and strategic) business objectives.
Here are three ways to maximize success when designing your PRM system program:
1. User-friendly Navigation Features
What good is a PRM program if it fails to make things easier for your channel partners?
Automating channel information is supposed to speed up opportunities, not delay them. Remember, your channel partners are busy, and busy people like simple solutions to make their job easier and more efficient. Implement intuitive features that are engaging, easy to comprehend, aesthetically pleasing and have a clear direction of what to do/where to go. Treat your navigational design as an extension to your own preferences, and if you’re like most, the simpler the features are, the easier your job becomes.
2.) Implement more than one Incentive Program
Trade promotions are essential marketing tactics deployed by manufacturers to their channel distributors and resellers. The ultra-competitive, complex environment of today’s marketplace requires incentives to be deployed in order to retain an edge over competitors while maintaining the interest of channel partners. But who’s to say your incentive programs should be singular or offer one-dimensional perks? Diversify your PRM system program by offering exclusive and unique bonus opportunities for your channel partners to take advantage of. The
more offerings you implement, the better likelihood your channel partners will interpret your relationship as a valuable component to their success. And as your incentive programs begin to diversify, the more you will need automation software to manage B2B relations.
3.) Salesforce Integration
Salesforce offers a very methodical approach to sales management, but there is a lot to it, and if you don’t have a competent Salesforce administrator/ consultant—channel management becomes even more complex.
Integrating Salesforce software into your B2B channel partnership is absolutely essential. Today’s generation of “data driven” businesses mandates sales information to be seamlessly accessible.
Fortunately, external ‘automation’ providers, such as CMR, simplify this process by integrating your Salesforce program in conjunction with other channel management programs (ex. Ship and Debit, Co-op/MDF, deal registration, gamification, Spiffs, etc.).
The Power of ‘Automation’ via Channel Sales Management
Computer Market Research (CMR) brings 32 years of experience into the indirect channel sales industry.
Through our state-of-the-art software, businesses can amplify their B2B marketing efforts via clear and concise content that assists organizations to manage channel data, optimize trade promotions, and build effective distribution channels.
CMR can help businesses maximize their relationship with distributing partners and establish transparent, two-way communication 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 via innovative solutions that convert data into intelligence.