As a distributor that sells exclusively or primarily through a channel network, it can often be challenging trying to drive new sales when you aren’t managing the sales people who are actually face-to-face with your customers on a daily basis. Because of this common disconnect between the distributor and the end user, it might seem challenging to implement strategies you can track, measure, and test for sales growth. In order to combat this issue, distributors must be equipping their channel with the right tools and processes to drive more sales. But what does the channel need, exactly?
The terms, “channel selling” or, “selling through a distribution channel” are essentially the same thing. It means the distributor doesn't sell a product direct to the consumer, but instead, through a channel of resellers. Marketing in this type of arrangement can often be a challenge because there's a need for an effective strategy that markets the product or service to both the reseller as well as the end user.
Channel Marketing: it’s a crazy and confusing world out there, isn’t it? Teams are frustrated because leads are shared among all partner sales teams, the prospects lists are managed and monitored in what seems like thousands of different CRM and PRM platforms, and there appears to be no way to effectively nurture leads to move them along the buyers journey. All these issues combined cause nothing but inconsistencies and frustrations.