Communication is Key to Channel Partnership Success

A married couple cannot traipse on the rocky path ahead to marital bliss unprepared and unarmed. The same can be said about channel partners. You cannot just cannot recruit a company and promise it sweet nothings. You have to follow through by using tools and applications that can help you maintain a strong relationship and overcome the countless of hurdles ahead. This is why throughout the years, countless of channel management solutions have been developed and released in the market.


partner channel

Observing how a man and woman nurtures a solid married relationship actually gives me a clear picture of how business partnerships should be. Minus the romance and fluff (of course), business partnerships should be loyal, committed and dedicated to making the connection work. The only way to achieve this feat is through effective communication and trust, both of which are pillars of any steady relationship. But how is this ‘effective’ communication assured if partners can be located virtually anywhere on the globe?

Majority of manufacturers of today that utilize channel management solutions, being aware of the factor of communication, have provided their channel with web based partner portals. It is through these portals that they are able to establish healthy partnerships and maximize the benefits they can reap from it and vice versa. A partner portal is a web based application that is designed and equipped with marketing tools, pricing, support and other things that address the needs of partners for optimum productivity. By providing an authorized logon credential, a partner can access this portal and benefit from its offerings, making it happy, satisfied, prepared and keen on taking on sales and other tasks. Channel managers take advantage of a transparent view of what goes on in the channel as well. In other words, it is where manufacturers and their partners interact, collaborate and communicate easily, accurately and efficiently.

In order for a channel partners to enjoy a healthy and fruitful relationship, which in turn leads to successful channel business endeavors, then it is necessary to use channel management solutions and partner portals.