Do your channel partners create demand?
The Inkanote blog discusses how some manufacturers who sell to channel partners (dealers, resellers, retailers) do not think the channel actually “creates demand” for the product. Management often sees the channel as a place to “park inventory” to get it off the manufacturer’s shelves before the end of the quarter.
A good PRM system helps you to scorecard your partners based on a variety of parameters, this enables you to pinpoint exactly which partners add the most value to your channel sales. In turn, you can reward and incentivize your partners to enhance your relationship with the channel.
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