Learn From the Worst: Channel Mistakes
In the 500+ presentations I've given on channel and partner development, one feedback theme from the audience dominantes-war stories from the trenches of channel and partner programs. Seems that most partner/channel managers (me included) learn more about what to do, and not do, through learning about the mistakes of others.
Computer Reseller News offers a great piece on the complaints of partners programs, and what not to do. Number one area of disappointment? Lack of quality leads. Quantity-not an issue. But one vendor who resells all the big name hardware and software says that over half the leads are junk. Still other programs offer no leads at all.
Note for the small business owner: Resellers respond to the PULL of demand THROUGH the channel. They do not, never have, and never will, promote or push your product into the marketplace. They have too many products, too little resources and no time to equitably market 200 products in stock. It is your job (the /manufacturer) to go into the market and drive business TO the reseller. They, then service and support the customer.
Industries such as software/hardware, pharm, bio/nano tech, medical equipment devices, tend to be the most sophisticated about channel programs. Yet retail makes up a huge portion of the economy, and small biz's and entrepreneurs struggle with understanding a full-blown channel program.
I liked the Integrated Retail Marketing approach model touted by Creative Channel. Channel is one component-smack dab in the center of the money beast-with marketing campaigns on the front-end, customer service/support programs on the back end. This is a great strategy-to-tactic blend for the retail small biz.
Yet, like all industries, retail channel programs have failures. One group looked at 8 industries in the area of in-bound calls, finding that the in-bound calling was the number one point of failure. Sounds cooky, but if the in-bound isn't working, the organization is pretty much hosed. The phone is the first line of defense (in retail at least) for orders, complaints, service, support, maintenance--you pretty much name it. Internet-savvy consumers/vendors/partners go the Internet, but let's face it. The majority of American consumers spending a lot of money are not of the Internet age, and love to use the phone (my dad included). Don't overlook this area-or your org might end up as a case study in a book of channel failures.
Have a channel horror you want to share (anonymously?) Write me at sarahg@bmginc.com
