When creating a channel program, what are some important things to consider?
First and foremost, ensure everyone in your company, especially the sales force, supports the move to channel sales. You must explain to them in detail the reasons behind the change from direct to indirect sales. Second, recruit experienced channel program developers and channel sales managers. Many programs fail because companies inexperienced in channel development want to create their own “home grown” solution. Also, many vendors try to quickly convert their direct sales team to channel sales managers with the expectations the reps will jump right in and manage channel partners. A direct sales force changing to the indirect sales model must receive channel sales management training and mentoring.
