Channel Champion Blog

Ok, it’s not quite the new year, but I’ve been busy. These days I wish that fate on anyone, trust me! But, that preoccupation breeds complacency as I haven’t updated this site in quite some time. Typically with each new year comes resolutions of change, my resolution to you is to be more diligent about weekly entries, as I have gotten several great comments from visitors on its content, as well prodding to “keep it comin’.”

Enough about me, lets transfer the idea of complacency to you now. It amazes me how many marketers-particularly those in a dynamic industry like technology-maintain their channel programs year over year and expect better results. If you fall within this category, I remind you that it fits the definition of insanity-“doing the same thing over and over and expecting different results”. So, I guess it’s time for you to overcome your complacency.

Face it, your business objectives change, the economic environment changes (or so we hope), your competitors certainly aren’t sitting still, why are you doing the same ol’ same ol’? In fact, we recommend reviews no less often than annual with a schedule for quarterly enhancements likely. Yet, it’s common that I see programs carry over with minimal revisions 3-5 years or more.

If you answer “yes” to any of these questions, it’s time to review and revise your channel program NOW.

  • Are you introducing new products or services?
  • Do you expect changes in your channel composition this year?
  • Has your sales goals changed since last year?
  • Do you expect to recruit or release partners this year?
  • Is your staff more or less capable of managing the program than last year?
  • Is your competition sitting still?
  • Are you confident that you can evaluate-and indeed report on– the true ROI of any one of your programs?

Ok, then. You know who you are. Your channel programs are not a cost of doing business; they are your competitive advantage. I have to believe that, I’m in the business of promoting that. My promise to you in return is that many more articles will come on this site that will help you simplify the process and guide you through the right decisions-really. Stay tuned.