Do You Have a Channel Steward?

Ensuring successful channel management solutions actually depends on more important things. Its success is not just reliant on how you implement it and what kind solution you choose to use. A big portion of its success is dependent on how you manage and lead the channel and oversee the use of the solutions and strategies through an effective channel stewardship. But what is channel stewardship?

Channel stewardship may seem unfamiliar at first, but think about it. It has in fact been around for a long time—even longer than the channel management solutions that you see and hear about online. A steward is defined as an entity that gets things done on his own volition which creates a condition that coaxes others to accomplish tasks as a group for the best interest of the group. It involves a lot of subtle actions such as arranging, influencing, informing, measuring, compensating, exemplifying, influencing and so many others that lead down to the alignment of the whole channel distribution network toward the end consumer. In a way, you can perceive this concept as governance—one that is executed with the consent of all members concerned for the enjoyment of mutual benefits. Channel stewards are in fact leaders in an industry. They are the ones who are willing to think out of the box and take risks by breaking free from old paradigms and embracing fresher and newer paths and ideas. So who should be the channel steward?

The responsibility is open to everyone in the channel. Manufacturers, wholesalers, retailers—everyone! Any member can become the channel steward. Big players usually have an easier time making a go for it, but keep in mind that size isn’t really that essential. What truly matters it stepping up, setting aside corporate ego, defining the role, and assuming the responsibility before anyone else does.

If you’re gunning for a successful channel distribution network, then rethink your battle strategy. In fact, find out if you have a leader—a steward—because if you don’t have one, then you will most likely fail. Will you step up to be your channel’s steward?