Channel empowerment needs to be a three-pronged approach that balances Knowledge transfer and enhancement, empowers the partners with new skills training, laced with Recognition &Rewards for competency and profitability, but most importantly, provides extensive support by utilizing the power of online cloud powered channel sales enablement methods and tools”, says Meera Kaul, CEO of Optimus Distribution
“The key lies in streamlining the sales process for your channels. In the current scenario, ever-changing B2B and B2C needs, multiple business models and platforms, and the constant evolution of technology invariably mean continuous and contextual access to relevant and current information is a challenge. And this where the cloud-based enablement programs step-in, eliminating the delays caused by the need for constant interaction, while increasing the level of support for channels.”
With the increasing complexity of business environments the world over, the ‘global’ nature of nearly all sales operations and the relevant ease of access to myriad solutions and technologies, revenue generation has become increasingly competitive. For vendors, multi-platform relationships with a wide base of resellers, VAR’s, VAD’s, channels and partners, has made sales cycles all the more chaotic and unpredictable. Add to that the hunger for differentiated technology, more than revenues, among new age channel partners, and it seems the rules governing the IT ecosystem are changing.
Against this backdrop, how does a distributor or vendor ensure they retain and increase their share of the market by enabling and inspiring channels to work optimally for them? This is a long-due debate that has now reached firm ground, with dedicated Channel Strategies and Programs to empower channel partners taking center-stage as the new route to market.
The health and longevity of channel growth is dependent on business innovation and disruptive empowerment models that combine digital and physical worlds
Channel empowerment needs to be a three-pronged approach that balances Knowledge transfer and enhancement, empowers the partners with new skills training, laced with Recognition &Rewards for competency and profitability, but most importantly, provides extensive support by utilizing the power of online cloud powered channel sales enablement methods and tools.
With mobility being the new catchphrase for enterprises and institutions, it is time for the partner ecosystem to put it to good use for its own benefit. Utilizing the power of the cloud as a seamless collaborative platform, channels can be greatly empowered. By unifying the language that vendors and distributors speak with channels, by creating a singular repository of real-time product and solution features and brand messaging, by providing channels with a simple, flexible and massively scalable tool, joint marketing and business operations become one efficient sales motion.
The key lies in streamlining the sales process for your channels. In the current scenario, ever-changing B2B and B2C needs, multiple business models and platforms, and the constant evolution of technology invariably mean continuous and contextual access to relevant and current information is a challenge. Response times vary, and delivery of products and solutions as per the individual price points and enablement requirements of different channels becomes a complex and inconsistent process. And this where the cloud-based enablement programs step-in, eliminating the delays caused by the need for constant interaction, while increasing the level of support for channels.
For an effective online model where applicable, distributors need to manage an extended ecosystem of suppliers and partners, while supporting multiple channels, business models, and markets.
Some benefits of a cloud-based channel enablement model include channel procurement technologies that can be integrated withthe ERP distribution technology as well as customized online sales models for each of the sales channels, complete with product information, promotions, sales guides and playbooks. Customization provides the channel the flexibility to scale solutions to fit their unique needs and align them with their customers specific purchasing needs, invaluably deepening the connection with the customers business.
In terms of strategic investments in skills training,it is an accepted fact that trained partners perform better with revenues, sell more of your portfolio and achieve a higher level of customer satisfaction. Given the transitional and evolutionary DNA of technology, consistent knowledge enhancement and up-gradation of skills has become a necessity for channels to remain competitive. The market pulse indicates a growing need for skills investment, so that channels are qualitatively strengthened to effectively deal with the changing technology landscape. This streamlined knowledge transfer, from vendors to channels, with the invaluable addition of the distributors marketperspective enables channels to capture new marketopportunities. But traditional training models still struggle with low participation & ‘minimal’ training investment by channels due to unstructured training programs that require money and time.Once again cloud-based systems can simplify the partner experience here and drive higher participation in training programs by keeping them relevant, structured and easily accessible.
Finally, Rewards and Recognition Programs that balance discounts and incentives with measurable KPI’s for channels again provide a win-win equation for all. While revenues and sales numbers are critical, now an important component of the go-to-market strategy is penetration into industry verticals and new markets, along with creating a higher demand and traction in the marketfor a specific technology or product, common among the new disruptive vendor, reseller and distributor base.
While we have so far spoken about evolutionary channel partner programs that can empower channels better, I would like to conclude by talking about another trend in the IT ecosystem – the new breed of theborn-in-the-cloud channel partners, who seek a different level of support from their partner programs.From closer and frequent contact, to a near LIVE update on product iterations and innovations, born-in-the-cloud partners expect sound technical training on the new sub-areas, features and modules of products. This channel breed is confident to drive profitability on its own merit. So margins do not excite them. Disruptive technology does. What they need to empower them is an arm-in-arm relationship with vendors, including advance notification ofnew product releases, access to product roadmaps and to new technology, which enables the ability to sandbox development projects and gain mastery in the technology. This channel stream places a greater emphasis on experiential knowledge and learning rather than book learning and certifications.
Empowering channels is all about bridging the gap from the vendors to the sales floor. Making it easy for channels to promote your technology, product or solution can be achieved bystreamlining the sales cycle, providing them with experiential knowledge of technology, allowing them some latitude, backing-them up on their recommendations, and presenting a consolidated front to customers. And cloud based channel enablement can provide all these benefits and more. And for distributors and market enablers, the only way to eventually differentiate themselves and remain competitive, will be providing their channels access to such real-time multi-vendor portals to enable their revenue and profitability in an extremely volatile technology evolution market
