The New Channel Chief: An increasing Responsibility

As the economy starts to slowly pick itself up, most industries and companies, in terms of investment, are leaning on the channel for their go-to-market strategy. Organizations are making the decision to grow their business through their channel because they know that the best way to deliver their solutions is through loyal, vested, and well-trained business partners who are local (or specialized) in relation to the end-user. With all of the advancements now in social media, LMS (Learning Management Systems), PRM technology (Partner Relationship Management), and motivating Channel Incentive Programs, companies can penetrate and impact the channel more economically than ever. 

With this channel momentum, comes great responsibility to our Channel Chiefs. Gone are the days of the channel serving simply as a distribution arm for products. Today, more and more companies are beginning to see it as something more and the channel is considered part of the entire organization. As these companies continue to transform their approach to the Channel, all departments, whether it be product development, marketing, sales, etc., now must have the channel in mind.

As a result of this burgeoning commitment, the role of today’s Channel Chief has expanded.

Channel Chief Image

Internal Focus:

Sales & Marketing Harmony: Now more than ever it is crucial to align your sales and marketing teams.  We all know this is easier said than done. Dissonance between these two major branches of your organization is to be expected. That’s because the sales team is tasked with closing the business right in front of their noses, and the marketing team is challenged with casting a vision that creates future opportunities down the road. Spending time in both departments, I have been on both sides of this dissonance, and what it really is at work here are long-term goals and planning versus short-term action. Both approaches ultimately work toward the same goal end game—driving business growth—but they each go about it in very different ways. Now, organizations are rolling both departments up to one executive, our Channel Chief.  This help with cross department goals and teamwork.  For proven solutions that can close this loop between your sales and marketing teams, click here

External Focus:

End-User & Partner Harmony: Channel Chiefs are now more sensitive—and they should be—to the ways in which they can more effectively sell to the end-user, not just through the channel partner, but with them as well. This involves excelling at both building relationships with your partners and managing the best interests of the company.

Building Relationships:  Many Channel Chiefs are effectively using Channel Incentive or Reward Programs as just one of the tools to create loyalty and motivate channel sales and technical people to invest their time in both training and recommending the right solutions to the end-user.

Closing Business:   Many channel marketing professionals fall on the right side of the graph above. It is important to remember that all of our efforts boil down to one goal: Selling more while continuing to create happy customers—a challenge that is once again tasked to today’s Channel Chief.

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