Making the Most of Sales Channel Marketing

March 3rd, 2010 by admin

In today’s economy everyone is looking to get the most out of their marketing efforts. Making use of sales channel marketing is one way to maximize that investment.

Channel partners include vendors, distributors, retailers, consultants and others who cooperate and collaborate with you in marketing your company’s products and services. What can channel marketing partners do for you?

Ideally channel partners and sales automation can optimize growth of your business. They will help you gain increased understanding of current sales that will help you provide better service to your existing customer base and generate high quality leads for finding potential customers. They can provide enhanced capabilities in the area of support and service, a key competitive area in the current business climate.

In recent years there has been an uptick in the use of outsource partners and referral partners.

An outsource partner is a vendor who takes on some non-core aspect of the business that was formerly done in-house. A referral partner is a customer, sales executive, or consultant who, in the normal course of their business, refers prospects to your business. When done right, sales channel marketing is a win-win.

So what is involved in doing it right?

This is where sales channel management comes into play. By examining the marketing process, you can evaluate what information needs to go out and which of your channel partners is the best means of conveying that information, whether it is to existing or potential customers.

PRM – Partner Relationship Management software helps with managing this process. Partner Relationship Management software offers tracking and data delivery capabilities that allow you to make the most of what your channel marketing partners have to offer.

As marketing moves away from mass media and towards niche marketing via the web with SEO SEM, it becomes more and more important to know which communications are reaching which customers and prospects.

An effective software package will not only show you where you’ve been, it will offer up data that will help you decide where to go next and what might be the best way to get there.

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