Nowadays, many businesses are opting to use channel management services as part of their go-to-market strategies and internal operating processes. This is because it offers parent companies in various industries the opportunity to sell their goods and services effectively and efficiently by means of a distribution pipeline. But what makes channel management such a success in this period of time?
Channel management involves the transportation of goods and services down a pipeline or channel. The partners that are members of this channel deliver the parent company or manufacturer’s products to the end consumers thereby increasing company sales performance and productivity. It is a process that involves the cooperation and collaboration of various channel members such as manufacturers, resellers, retailers and so on.
For optimal operation, parent companies need to provide these partners with the necessary programs, information, resources, incentives, and support so that they will perform at their utmost best and bring in more profits for the benefit of the entire channel. These affiliates are vital components of the strategy and must be kept happy and satisfied or else the business will be compromised. In view of this, channel management services are relevant and successful in this period of time because of the following reasons:
• Global Recession
Believe it or not, the down spiraling global market plays a big role in the emerging dominance of channel management services. Since the onset of the recession, a lot of companies, both big and small, suffered greatly and were forced to shut down operations. The businesses that continue to struggle to survive and thrive in their respective industries are therefore looking to and implementing efficient and cost effective solutions such as the Azure Managed Services management of different channels. With the help of this strategy, smaller companies or even start-ups are able to generate substantial amounts of revenue by means of selling through a distribution network.
• Increased Competition
Despite the unstable economy, there are still a lot of new companies that emerge in the market hoping to have a slice of the action. However, it is increasingly difficult to establish stability as a business in today’s marketplace because of the sheer number of companies that vie for the same trending products and services. It is the battle of acquiring influential and powerful allies. Getting partners to join forces with a company is a tough challenge because the parent company will have to offer them with realistic and enticing incentives and proof that there is something in it for them if they are to collaborate and perform willingly. The management of effective distribution channel networks is a great way for these smaller companies to get out there, acquire partners and sell products and service to the customers.
• Advancement of Technology
A great perk of joining this bandwagon is the easier way of collaborating and communicating with partners available to various companies today. The advancing technology gave rise to faster internet access and connection and a wide range of web-based applications that are applied in the corporate world. An example of these web based applications is a partner portal and it is extremely critical to the success of a distribution network. The ease of use and implementation as well as its cost-effectiveness presents various organizations the opportunity to manage their pipelines and partners effectively and perform at par with the bigger companies.