Programs that benefit partners, too

By Jessica Davis  |  Print this article Print

New portals? Better training materials? Deal registration? Lead management? Channel chiefs have an array of options to choose from when deciding where to focus their resources for the year ahead. Will they choose the path of least resistance, and what will it mean to you?

While investment in effectiveness is the bread and butter of maintaining infrastructure, according to Blueroads, the PRM vendor contends that effectiveness-focused activities are where channel executives should focus in 2009 to boost revenues through the channel. Those programs benefit partners too, the company said, pointing out that:
•    Partners (generally) don’t benefit from vendor investments in recruitment
•    The path to revenue from new partners (recruitment) is too long to influence 2009 revenues
•    Better enabling existing partners is a much more effective approach
•    Partners don’t benefit from vendor efficiency
•    If vendors invest in partners, they should hold them accountable, too.

Jessica Davis covers the channel for eWeek and Channel Insider. Her technology journalism career began well before anyone heard of the World Wide Web and has included stints at Infoworld, Electronic News/EDN, and the Philadelphia Business Journal. Her work has also appeared on CNN and Forbes.com. She has covered hardware, software and networking, as well as the business side of technology. She has won several journalism awards, including a national ASBPE award for best staff-written column, and was named Marketing Computers hardest working tech journalist on their inaugural list of top tech journalists. Jessica can be reached at jessica.davis@ziffdavisenterprise.com

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