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3 spooky top tips to take the fright out of your Channel management

At IRSMarketing we understand managing the channel is difficult and especially so if you are under-funded and under-staffed. So, let me take a few minutes of your time to share my 3 spooky top tips to keep your Channel moving.

1. Engagement
Everyone says you should never go outside alone in a Horror movie. Why, because you never know what’s out there. This fear of the unknown is the reason 80/20 exists (or is it more like 90/10?), because we would rather focus on the top partners than try to "understand why the others are not performing" and fix it. Don’t be scared of engaging with your underperforming partners. Keeping them focused on delivering for you can only happen through regular conversations (and not by emailing alone!).

2. Support
Are your partners acting like Zombies, constantly doing the same things even though they produce little in the way of results? Once you have engaged your Partners you need to provide them the right tools and support at the right time. Setting-up a portal, providing a sales kit or dishing out Marketing Development Funds (MDF) are well intentioned actions but unless you work with the partner to ensure these are relevant, and that they get the best out of them, it’s a waste of time.

3. Measurement
Just like a Vampire sucking the blood out of its victim, having lots of ‘deals’ registered but never moving forward is sucking the life out of your sales. Year-after-year they sit in the pipeline but never progress. Likewise, numerous events or tele campaigns are undertaken, with the vendor rarely knowing what the outcome was. It’s no wonder 50% of MDF goes unspent. You need to ensure that every amount spent is tracked and every deal is regularly scrutinised to see if it still deserves its place in the pipeline.

Do you agree or disagree with these spooky tips? Do you have any tips on Channel you’d like to share if so, why not get in touch on +44 (0)1869 321800?

Iain Borrowman

IRSMarketing Ltd

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