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The Technology Behind Successful Channel Programs

Spoiler Alert – Channel programs require technology solutions that run all together.

Relayware Partner Relationship Management

The Technology Behind Successful Channel Programs

Posted on June 7, 2016 By Eric Tinn

If you have a channel program, then you have some technology that helps you manage it. At the very beginning of a channel program, many people rely on rudimentary spreadsheets, database and documents to manage your channel program. However, if your goal is growing your channel partner program, once you get beyond ~20 partners, you begin to see weaknesses in the duct tape method of channel management. And most people look for software that is a Band-Aid to their largest pain point at that moment.

Now, if you are smart, you may talk to an industry analyst, such as Forrester Research, Gartner or SiriusDecisions, Or a trusted industry consultant, such as The 2112 Group, about how to properly set up a channel partner program. Experts like this will talk to you not only about what’s hindering your progress right now, but also about your larger goals and how you can pave the way for success.

Spoiler Alert – Channel programs require technology solutions that run all together.

This could be connecting your CRM solution to a partner relationship management (PRM) solution. This could be connecting your partners from your partner portal to social media networks. And it may be connecting a through-partner marketing solution, like StructuredWeb, to your PRM. Overall, you need a central partner database system of record – a hub to connect all the spokes.

This all boils down to collaboration. It’s connecting the people in your company to your channel partners. It’s connecting sales and marketing. And it’s connecting needs to resources. Make sure your technology solutions foster collaboration, not create gaps and hindrances.

For more information on integrating technology that drives channel impact, check out our 101 guide here.

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