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Large companies have staff in place to assure their sales channel, direct or indirect, is well trained and equipped to sell their products. Additionally, channel marketers are especially keen in understanding the needs of the channel and the challenges the channel is facing in moving products. Typical channel marketers support $20M-to$100M in channel sales volume. Clearly this is unaffordable to the technology start-up. The solution is to develop Channel Marketing procedures that maximize the use of existing personnel. This is most effective when deployed with the Sales management practice whether managing direct sales personnel or distributors. The routines should be reviewed annually to make sure they continue to support the business as it develops.
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