How should companies balance a direct sales approach with a channel strategy?
There’s no easy answer because it depends on the company’s stage, product and strategy. A hybrid approach — a mix between the two — is the best approach. According to IDC, in North America the direct/indirect split for software spending is 51%/49%. The key is to manage channel conflict by putting in place the right field incentive plans and always be talking with your end customers and your strategic alliance partners to make sure you are addressing their needs. There is no general formula to follow, but if you lay the groundwork with a strong market and product strategy, then your channel decisions will flow from there. Thanks, Donna. I look forward to an intriguing panel discussion at Engage. Donna Peek is manager of Outsourcing Business Development, Customer Solutions & Alliances Division, SAS Institute. Donna has over 20 years of experience in channel and market development in the high tech industry including 12 years at IBM and positions as VP of Business Development at several
