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Touch Channel Management White Paper

by Principal, TouchBC - Strategic marketeer, channel guru, ops expert, communications authority, & generally smart geek at Touch Business Consulting | www.touchbc.com on Nov 04, 2009

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Companies today are more dependent than ever on partners as their extended sales and support teams. For these companies, building and managing a channel ecosystem is critical. This raises the stakes ...

Companies today are more dependent than ever on partners as their extended sales and support teams. For these companies, building and managing a channel ecosystem is critical. This raises the stakes around channel management. It is not enough to seek operational excellence from your partner efforts. You must seek competitive advantage.

Follow five channel management disciplines to make this happen.

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  • jacquedh KJ Consulting and Business Services at KJ Consulting and Business Services Nice article! I agree with the comment about monitoring the ROI of the partner relationship and 'pruning' underperforming partners. That being said, many companies are reluctant to 'prune' partners for fear they will not come back or even worse, become a partner for one of their competitors. Companies should first evaluate if the demand of their customer base still align with their partner channel capabilities. Once this has been done a company can modify the channel value chain if needed then 'influence' the channel (via rewards, policies etc) to drive the right behavior. Doing this work would allow a 'redefined parter' to meet key business metrics. 4 years ago
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