Sales Channel Marketing SaaS

March 8th, 2010 by admin

I have been working in the field of sales channel SaaS software for over 9 years now.

Until last year I was working with an insurance giant. Their market capitalization was ranked highest among three top companies in the sector. I was given the responsibility of a Sales Manager and had to generate sales and market the products into certain demographic area.

Normally the company follows two routes in terms of sales, one is direct marketing and the other is channel marketing, where it accounts for third party agencies etc.

The nature of the business in itself is quite tough and does not fall in the typical category of sales like FMGC, Automobile or Retail alike. Here even after the company spends so much on advertisements, somehow customers are reluctant to come and visit the office and ask or gather any information for there welfare. Even though the company has their own sales and marketing employees, it seems more feasible to market these products through channel marketing and achieve sales. In this business model, whatever the channel partner generates sales, a direct commission is awarded and in this way companies saves good amount of money on overheads.

While I was in the job I had to develop many partners to develop business for the company and had to cater to many kind of obstacles. First many players joined in for the business and gradually we had a healthy number of partners, thereby reaching most of our target. As we had to find out the efficiency factors, we had to circumvent those partners who were merely acting as a partner. One reason for that, as these partner didn’t had strong marketing skills, their monthly revenue was very poor. We started offering better incentives to the active partners and that seems to roll the business. One other thing I some of the partners would run away with customer’s money, for which I had to take the pain in recovering those money by logging complaints in police station. During my work I have experienced that good managed sales channel partner management software, and sales automation software are two of the best alternatives to augment your business and a very cost effective marketing tool.

Now-a-days this model is rapidly being followed in sectors like Banking, Insurance, Telecommunication.



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