Selling via a channel is a fundamental part of business. Some organizations get it, some don’t. Those that do can clearly articulate why the channel is integral to their success, who the target customer is, what skill-sets their partners must have to be successful and when it’s appropriate to disengage from an unproductive partner. This finite understanding doesn’t happen overnight; rather it’s an ongoing evolutionary process.

The question I’m most often asked by organizations who are in the process of developing a channel is, “Where should we start?”  Realistically, before you can intelligently address questions about factors like market vertical, target customers, and internal organizational structure, you need to clearly understand that in order to justify the existence of a channel…

“Business generated by the channel must exceed your current margins in order to justify the effort”

Posted by Amin on 06.28.2010 at 7:52am   Tags: channel, enablement, oem, solution provider, strategy, var
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