Drive Your Channel Productivity Globally

There is no doubt that channel management is complex. (For more on this, see our previous posts, 5 Myths of Channel Management and Challenges of Channel Management.) However, it’s made more complex when it is managed through a set of tools and systems that can easily be compared to a patched-up quilt. In many organizations, channel management systems actually consist of a hodgepodge of diverse systems that have evolved over a long period of time. As a result of that, most companies today that try to implement a unified approach to their channel management struggle to make it work and get a decent return on their investment. The primary reason underlying this problem is a lack of available end-to-end systems that can readily adapt to each organization’s unique needs. Every company is different. So, for example, a horizontal product like a customer relationship management (CRM) system cannot really address the requirements for unified channel management. As a result of that—while marketing automation systems ha