By: David Sanderson, Global Partners Principal
Today many companies rely on indirect sales channels to provide additional sources of market share and revenue that normally are not attainable with a direct sales force. These channels, if well managed, can provide expanded market share in existing markets, open new markets and be cost effective without a large investment.
Utilized correctly, indirect channels can quickly provide a significant part of corporate revenues and augment a sales cycle in times of economic difficulties. However, in our experience many corporations have indirect channels in place that are underperforming or under utilized. The outcome usually produces limited results and revenues. Based on our experience working with indirect channels, Global Partners Inc. has designed a three-stage approach to aid struggling indirect sales channels. In this article we have outlined this approach and in subsequent articles, we will examine in more detail each stage and various examples in industry.
The challenge is to develop a process that will assist in managing the indirect channels to ensure their long-term success. Building a successful organization requires many elements, which we identify in these stages by outlining the critical success factors. The process can be broken down into three stages: Market Plan, Organization and Management.
For more information or questions about Indirect Sales Channels, you can contact David Sanderson by email at Dsanderson@globalpartnersinc.com or at our Cambridge (MA.) office.