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?

Partner Profile and Developing a Distribution Channel

Partner Portal

A lot of people have looked to distribution channels to improve the performance of their businesses, especially in the IT world. Channel management strategies are spreading like wildfire and it is mainly because of the relevant advantages it offers to those who use it. However, it is easier said than done for despite the simplicity of the idea, the development of a channel requires careful planning and execution.

It is no longer a mystery that a distribution channel is a way for a parent company or a product manufacturer to reach out to potential end consumers. It consists of distributors, dealers, sub-dealers, brokers—basically the entities that help reach customers. It can be just one organization relating to an end consumer, or many middle entities that increase the value of a network. It involves a variety of important processes such as channel recruitment which depends on a partner profile, and other programs.

Once everything falls into place and the network is ready to go, the next phase of qualifying the network begins. What some do not understand is that qualification is a vital part of the process because it is necessary for demonstrating the products and services offered to the market. In order to qualify, the following qualities must be present: (1) Ability to understand the customer; (2) In-depth, working knowledge of the goods and services being offered to the market; (3) Effective communication; (4) If applicable, adequate resources to perform Electronic Products Distribution, as well as a division that concentrates on the development of the channel and qualifying it.

However, before taking the plunge and developing a channel, one must understand a very important underlying principle which is maintaining a good working relationship with partners. That’s why experts constantly emphasize the importance of selecting the right ones with the help of a partner profile and a good channel recruitment process. Remember that it is critical to work for the partner, and in turn, parent companies will be rewarded with a continuous profitable enterprise.