The ‘channel’ is becoming more and more important to the survival and prosperity of technology companies of all shapes and sizes. This is especially true in an environment where the commoditization of technology is accelerating and where companies are increasingly relying on VARs, systems integrators and other ‘trusted advisors’ to recommend and implement technology for them.

This section will highlight resources and provide food for thought on various issues that have to be considering in developing and managing a successful channel program.

This page is moderated by Nish Patel, Director of Business Development at Protus IP Solutions - the makers of MyFax internet fax service. If you have suggestions or comments, please send them to npatel@protus.com

Tip of the month:

In today’s ever changing business environment its imperative that company’s continually assess their channel program to ensure that it is designed to deliver maximum results. A good practice is to ask and answer a series of what I call ‘fundamental channel program questions’ on a quarterly basis.

1. What am I trying to do with my channel program – introduce a new product/service, expand my sales reach into new territories, other?

2. What do I want my channel partners to do – sell, pre-sales, implement, solution design, fulfillment, distribution, other?

3. What do my customers expect from channel partners – sell, pre-sales, implement, solution design, fulfillment, distribution, other?

Once you answer these questions then compare it to your current channel program design to determine if you need to change the profile of your channel partner, if you need to change the role of the channel partner, if you need to grow or reduce the number of channel partners.

The above exercise is a good way to identify early warning signs with a broken or soon to be broken channel program.

CRN (www.crn.com) – announcements from the world of channels. This site also offers articles written from the point of view of the channel and is a great source for ideas on how peers in your industry and other tech sectors are working with channel partners. This site is also a great source for identifying key contacts at target channels of all sizes and regions across North America. 

VAR Business (www.varbusiness.com) – get up to date information on what is going on in the world of VARs. If VARs are part of your overall channel strategy then you should visit this site daily to get a feel for their most pressing challenges and goals. Translate that information to how you evolve your own channel program for VARs. Make sure to drill into the Government VAR section if you are or planning on selling your product/service to the US government.

Channel Insider (www.channelinsider.com) – the latest channel news and announcements. I rely on this site to keep on top of what other technology companies are doing when it comes to channels. Not a lot of analysis offered, but if you are willing to do the reading it will help you to generate new ideas for your own channel program.

Channel Focus North America 2006 - if you have budget to attend only one channel conference this year then make it this one brought to you by Baptie. You will walk away with new ideas for your own channel program gleaned from the combination of sessions delivered by successful channel managers like regular presenter Ross Brown (VP Channels & Operations, Citrix Systems) and networking events with peers from small, mid-sized and large technology companies. To learn more about this upcoming conference go to http://www.baptie.com/events/show.asp?e=48

Channelcorp – a consultancy specializing in helping technology and telecommunications firms transform their channels into a substantial source of competitive advantage organizes a handful of channel management workshops throughout the year. Learn more at http://www.channelcorp.com/workshops.htm.

I have not found any books that I would characterize as must reads when it comes to developing and managing channel programs. However, one book that I would recommend for channel novices and veterans alike is Channels Handbook from Channelcorp (http://www.channelcorp.com/products.htm). This publication is a good primer in the science of developing and managing a channel program.

Channel Management Software - Over the past couple of years a few software vendors have come out with applications designed to help a company manage all of the components of its channel program. These applications have taken the philosophy of a CRM program (manage relationships and opportunities) and customized it to the unique needs of a channel program.

The most talked about of these programs is BlueRoads from BlueRoads Corporation (www.blueroads.com). I have never used the program myself, but feedback from channel managers across North America that are BlueRoads customers has been universally positive.