Of all the things the channel brings to technology vendors’ table, including market reach and vertical expertise, among them, perhaps the most valuable is partners' longstanding relationships with end-user customers.
Built on trust and knowledge, those relationships are worth their weight in gold. If there's one person on a vendor's team who can safeguard all parties involved receive maximum benefit throughout the sales process, it's the channel account manager (CAM). As the chief liaison between a vendor and its channel partners, a CAM can nurture and enable solution providers, help them gain clarity on the value proposition of a vendor's product or service and guide them in areas like marketing, where they may not be as strong as they would like.
To bring out the best in partners and maximize their ability to leverage customer relationships, vendors and their CAMs should set measurable goals; provide constant feedback and review partner performance and channel-program reward structures periodically.
Read the full 2112 Group article, Relationships: Currency of the Channel.
ASAP Corporate Member, EPPP and guest blogger, Diana L. Mirakaj is president and chief operating officer of The 2112 Group.