Imperatives of Channel Management

For a software product vendor, dependence on channel partners as extensions of its sales, implementation and support teams has increased many folds. For these vendors building and managing the channel eco-system is critical. Critical as it may, sadly most of the product vendors and especially in the mid-market space lack a comprehensive channel program, forget a channel management strategy.

We all know that Channel Management is not just about talking and getting connected to a set of similar companies and coercing them to start positioning and eventually selling ‘A’ solution.

The discussion below tries to list down some of the few imperatives that a vendor must understand and undertake before embarking on a Channel Program.