CINXE.COM

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layout-sales" > <div class="return-banner__container container"> <img width="467" height="296" src="https://www.salesforce.com/blog/wp-content/uploads/sites/2/2023/12/Sb-4x.webp?w=467" class="return-banner__img" alt="" decoding="async" fetchpriority="high" srcset="https://www.salesforce.com/blog/wp-content/uploads/sites/2/2023/12/Sb-4x.webp 467w, https://www.salesforce.com/blog/wp-content/uploads/sites/2/2023/12/Sb-4x.webp?w=150&h=95 150w" sizes="(max-width: 467px) 100vw, 467px" /> <div class="return-banner__heading"> <p>Learn new skills, connect in real time, and grow your career in the Salesblazer Community.</p> <span class="return-banner__link has-right-arrow"> <svg xmlns="http://www.w3.org/2000/svg" width="18" height="16" fill="none" stroke="#032e61" stroke-width="2"><path d="M10 2.343 15.657 8 10 13.657M1.092 8H13.91" /></svg> </span> </div> </div> <button type="button" class="btn return-banner__close-button js-return-banner-close-btn" aria-label="Close banner"> <svg xmlns="http://www.w3.org/2000/svg" fill="none" viewBox="0 0 15 15" aria-hidden="true" class="return-banner__close-icon"><path stroke="#032D60" stroke-width="2" d="m1 1 13 13m0-13L1 14" /></svg> </button> </a> <main id="main-content"> <article class="post post--v2 post--article"> <header class="post__header"> <div class="container"> <div class="hero-v2 "> <div class="hero__taxonomies"> <a href="https://www.salesforce.com/blog/category/sales/" class="sf-tag topic topic--sales sf-tag--sales" aria-label="Filed under Sales" > Salesblazer</a> </div> <h1 class="h2">Reap the Rewards (and Avoid the Risks) of Channel Management in Sales</h1> <div class="hero-v2__ornaments-container hero-v2__ornaments-container--no-ornaments"> <figure class="hero-v2__image"><span class="img-object-fit"><img src="https://www.salesforce.com/blog/wp-content/uploads/sites/2/2024/07/Channel-Management.jpg?w=889" sizes="(min-width: 48em) 500px, 100vw" srcset="https://www.salesforce.com/blog/wp-content/uploads/sites/2/2024/07/Channel-Management.jpg 2880w, https://www.salesforce.com/blog/wp-content/uploads/sites/2/2024/07/Channel-Management.jpg?w=889&h=500 889w, https://www.salesforce.com/blog/wp-content/uploads/sites/2/2024/07/Channel-Management.jpg?w=768&h=432 768w, https://www.salesforce.com/blog/wp-content/uploads/sites/2/2024/07/Channel-Management.jpg?w=1536&h=864 1536w, https://www.salesforce.com/blog/wp-content/uploads/sites/2/2024/07/Channel-Management.jpg?w=2048&h=1152 2048w, https://www.salesforce.com/blog/wp-content/uploads/sites/2/2024/07/Channel-Management.jpg?w=150&h=84 150w" alt="Illustration of sales people standing in front of a computer monitor showing channel sales, with charts and graphs indicating growth" loading="eager" fetchpriority="high" /></span><figcaption class="body-3">Channel management starts with careful recruitment and training for partners. [Skyword] </figcaption></figure> </div> <h2 class="hero-v2__excerpt">Learn how to expand your reach into new markets with the right channel partners.</h2><article class="hero-byline hero-byline--1"> <a href="https://www.salesforce.com/blog/author/peter-strohkorb/" class="hero-byline__author"> <div class="hero-byline__thumbnail"> <span class="img-object-fit img-object-fit--is-round"><img src="https://www.salesforce.com/blog/wp-content/uploads/sites/2/2024/06/Peter-Strohkorb.jpg?w=150" sizes="100px" srcset="https://www.salesforce.com/blog/wp-content/uploads/sites/2/2024/06/Peter-Strohkorb.jpg 450w, https://www.salesforce.com/blog/wp-content/uploads/sites/2/2024/06/Peter-Strohkorb.jpg?w=150&h=150 150w" alt="" loading="lazy" /></span> </div> <div class="hero-byline__contents"> <h3 class="hero-byline__full-name"> <span class="hero-byline__name">Peter</span> <span class="hero-byline__name">Strohkorb</span> </h3> <div class="hero-byline__meta"> <div class="hero-byline__info"> <time class="hero-byline__date" datetime="2024-07-08">July 8, 2024</time> <span class="hero-byline__reading-time"> 9 min read </span> </div> </div> </div> </a> </article> </div> </div> </header> </div> <div class="post__social post__social--v2 post__social--top post__social--has-title"> <h2 class="screen-reader-mobile-only post__social-title">Share article</h2> <ul class="social-nav social-nav-v2"> <li class="social-nav__item"> <a aria-label="Share on LinkedIn (Opens in a new tab)" href="http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.salesforce.com%2Fblog%2Fchannel-management%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&title=Reap%20the%20Rewards%20%28and%20Avoid%20the%20Risks%29%20of%20Channel%20Management%20in%20Sales" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="21" height="21" fill="none"><path fill="#032D60" d="M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z" /></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Twitter (Opens in a new tab)" href="https://x.com/intent/tweet?text=Reap%20the%20Rewards%20%28and%20Avoid%20the%20Risks%29%20of%20Channel%20Management%20in%20Sales&url=https%3A%2F%2Fwww.salesforce.com%2Fblog%2Fchannel-management%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&via=salesforce" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="32" height="32" fill="#032D60" viewBox="0 0 32 32"><path d="M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z" /></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Facebook (Opens in a new tab)" href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fblog%2Fchannel-management%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="19" height="19" fill="none"><path fill="#032D60" d="M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5" /></svg> </a> </li> <li class="social-nav__item"> <button class="copy-share js-copy-link" aria-label="Copy link to clipboard" href="#" data-clipboard-text='"Reap the Rewards (and Avoid the Risks) of Channel Management in Sales" https://www.salesforce.com/blog/channel-management/' > <svg xmlns="http://www.w3.org/2000/svg" width="20" height="10" fill="none"><path fill="#032D60" d="M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z" /></svg> </button> </li> </ul> </div> <div class="post__content post__content-v2"> <p>The term “channel management” is pretty straightforward, but the actual practice is more complicated than it sounds.</p> <p>Like a tightrope walker, a channel manager must delicately balance their organization’s goals with those of its channel partners. The people who fill this role must understand the many different types of partners so they can work effectively with each one. Here, we’ll cover best practices that apply to every channel, including what to look for when hiring channel managers, so you can set your organization up for <a href="https://www.salesforce.com/blog/channel-sales-guide/" target="_blank" rel=" noopener">channel sales</a> success.</p> <h2 class="wp-block-heading" id="h-what-you-ll-learn">What you’ll learn:</h2> <ul class="wp-block-list"> <li><a href="#h-what-is-channel-management">What is channel management?</a></li> <li><a href="#h-why-is-channel-management-important">Why is channel management important?</a></li> <li><a href="#h-four-best-practices-for-channel-management">Four best practices for channel management</a></li> <li><a href="#h-how-to-support-channel-partners">How to support channel partners</a></li> <li><a href="#h-tips-for-choosing-channel-management-software">Tips for choosing channel management software</a></li> </ul> <div class="layout-one wp-block-salesforce-blog-offer"> <div class="wp-block-offer__wrapper"> <div class="wp-block-offer__content"> <h2 class="wp-block-offer__title">Grow revenue by empowering your partners</h2> <p class="wp-block-offer__description">Grow with better partner tools and exceed revenue targets together — with Partner Relationship Management.</p> <div class="wp-block-button"> <a class="wp-block-button__link" target="_blank" href="https://www.salesforce.com/products/partner-relationship-management/">Learn more</a> </div> </div> <div class="wp-block-offer__media"> </div> </div> <div class="wp-block-offer__graphics wp-block-offer__contour"></div>  <img decoding="async" class="wp-block-offer__graphics wp-block-offer__illustration" src="https://www.salesforce.com/blog/wp-content/themes/salesforce-blog/dist/images/offer-block/offer-illustration-layout-one.png" alt="">  <img decoding="async" class="wp-block-offer__graphics wp-block-offer__accent" src="https://www.salesforce.com/blog/wp-content/themes/salesforce-blog/dist/images/offer-block/offer-accent-layout-one.png" alt="">   <img decoding="async" class="wp-block-offer__graphics wp-block-offer__cloud" src="https://www.salesforce.com/blog/wp-content/themes/salesforce-blog/dist/images/offer-block/offer-cloud-layout-one.png" alt=""> </div> <h2 class="wp-block-heading" id="h-what-is-channel-management">What is channel management?</h2> <p>Channel management is about coordinating a mix of internal channels, such as proprietary retail and e-commerce, and third-party sellers. For the purposes of this article, I’ll focus on managing third-party sales.</p> <p>While <a href="https://www.salesforce.com/blog/sales-management/" target="_blank" rel=" noopener">sales management</a> typically involves planning the overall <a href="https://www.salesforce.com/blog/sales-strategy/" target="_blank" rel=" noopener">sales strategy</a> and leading your direct sales team, channel management focuses on channel sales partners such as distributors, resellers, third-party e-commerce, and retail stores that sell your offering to end users.</p> <p>These partners play a major role in marketing and selling your product, so it’s imperative to build a true partnership with each one. The best channel sales strategy has the right mix of partners and a plan for managing relationships with training, support, and accountability in mind.</p> <p>(<a href="#h-what-you-ll-learn">Back to top</a>)</p> <h2 class="wp-block-heading" id="h-why-is-channel-management-important">Why is channel management important?</h2> <p>Channel sales allow us to connect with strategic partners that already have credibility with our target market. But if we were to leave a channel to its own devices, there’s a chance that nothing would happen. Even worse, you might have a bit of a mess on your hands.</p> <p>While that may sound alarmist, remember that channel partners aren’t just selling our products. Sometimes they sell those of competitors. When sending leads to channel partners, you want them to respond with your product or service rather than someone else’s (maybe one that offers a higher commission). This is why it’s essential to offer meaningful support and build mutual trust.</p> <p>When you handle channel management well, you can achieve:</p> <ul class="wp-block-list"> <li><strong>Heightened brand awareness:</strong> The right channel partners implement marketing strategies that attract the right audience. And by showcasing your product across multiple strategic channels that already reach the audience you want to target, they help boost awareness of your brand and your product — often in less time and more cost effectively than you could alone.</li> <li><strong>Improved business outcomes:</strong> By aligning with strategic channel partners and then building mutually beneficial relationships with them via strong channel management, you can achieve better alignment with your target audiences. This leads to higher conversion rates, sales numbers, and profitability on both sides.</li> <li><strong>Better customer experiences (CX):</strong> Your channel partners become part of your CX. 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Islands (British)</option> <option value="VI" label="Virgin Islands (US)">Virgin Islands (US)</option> <option value="WF" label="Wallis And Futuna Islands">Wallis And Futuna Islands</option> <option value="EH" label="Western Sahara">Western Sahara</option> <option value="YE" label="Yemen">Yemen</option> <option value="ZM" label="Zambia">Zambia</option> <option value="ZW" label="Zimbabwe">Zimbabwe</option> </select> <label for="CompanyCountry_inline" class="screen-reader-only">Select your Country</label> <span class="error-msg body-fine" id="CompanyCountry-errMsg_inline" aria-live="assertive">Select your Country</span> </div> <div id="field-company-state-jp" class="field-company-state"> <select class="select-company-state-jp subscribe__field-info" data-error-id="CompanyStateJP-errMsg_inline" id="CompanyStateJP_inline" name="CompanyState" aria-required="false" aria-describedby="CompanyCountryJP-errMsg" autocomplete="address-level1" required disabled="disabled"> <option label="State/province" selected="" value="">State/province</option> <option value="Hokkaido" label="北海道 - Hokkaido">北海道 – Hokkaido</option> <option value="Aomori" label="青森県 - Aomori">青森県 – Aomori</option> <option value="Iwate" label="岩手県 - Iwate">岩手県 – Iwate</option> <option value="Miyagi" label="宮城県 - Miyagi">宮城県 – Miyagi</option> <option value="Akita" label="秋田県 - Akita">秋田県 – Akita</option> <option value="Yamagata" label="山形県 - Yamagata">山形県 – Yamagata</option> <option value="Fukushima" label="福島県 - Fukushima">福島県 – Fukushima</option> <option value="Ibaraki" label="茨城県 - Ibaraki">茨城県 – Ibaraki</option> <option value="Tochigi" label="栃木県 - Tochigi">栃木県 – Tochigi</option> <option value="Gunma" label="群馬県 - Gunma">群馬県 – Gunma</option> <option value="Saitama" label="埼玉県 - Saitama">埼玉県 – Saitama</option> <option value="Chiba" label="千葉県 - Chiba">千葉県 – Chiba</option> <option value="Tokyo" label="東京都 - Tokyo">東京都 – Tokyo</option> <option value="Kanagawa" label="神奈川県 - Kanagawa">神奈川県 – Kanagawa</option> <option value="Niigata" label="新潟県 - Niigata">新潟県 – Niigata</option> <option value="Toyama" label="富山県 - Toyama">富山県 – Toyama</option> <option value="Ishikawa" label="石川県 - Ishikawa">石川県 – Ishikawa</option> <option value="Fukui" label="福井県 - Fukui">福井県 – Fukui</option> <option value="Yamanashi" label="山梨県 - Yamanashi">山梨県 – Yamanashi</option> <option value="Nagano" label="長野県 - Nagano">長野県 – Nagano</option> <option value="Gifu" label="岐阜県 - Gifu">岐阜県 – Gifu</option> <option value="Shizuoka" label="静岡県 - Shizuoka">静岡県 – Shizuoka</option> <option value="Aichi" label="愛知県 - Aichi">愛知県 – Aichi</option> <option value="Mie" label="三重県 - Mie">三重県 – Mie</option> <option value="Shiga" label="滋賀県 - Shiga">滋賀県 – Shiga</option> <option value="Kyoto" label="京都府 - Kyoto">京都府 – Kyoto</option> <option value="Osaka" label="大阪府 - Osaka">大阪府 – Osaka</option> <option value="Hyogo" label="兵庫県 - Hyogo">兵庫県 – Hyogo</option> <option value="Nara" label="奈良県 - Nara">奈良県 – Nara</option> <option value="Wakayama" label="和歌山県 - Wakayama">和歌山県 – Wakayama</option> <option value="Tottori" label="鳥取県 - Tottori">鳥取県 – Tottori</option> <option value="Shimane" label="島根県 - Shimane">島根県 – Shimane</option> <option value="Okayama" label="岡山県 - Okayama">岡山県 – Okayama</option> <option value="Hiroshima" label="広島県 - Hiroshima">広島県 – Hiroshima</option> <option value="Yamaguchi" label="山口県 - Yamaguchi">山口県 – Yamaguchi</option> <option value="Tokushima" label="徳島県 - Tokushima">徳島県 – Tokushima</option> <option value="Kagawa" label="香川県 - Kagawa">香川県 – Kagawa</option> <option value="Ehime" label="愛媛県 - Ehime">愛媛県 – Ehime</option> <option value="Kochi" label="高知県 - Kochi">高知県 – Kochi</option> <option value="Fukuoka" label="福岡県 - Fukuoka">福岡県 – Fukuoka</option> <option value="Saga" label="佐賀県 - Saga">佐賀県 – Saga</option> <option value="Nagasaki" label="長崎県 - Nagasaki">長崎県 – Nagasaki</option> <option value="Kumamoto" label="熊本県 - Kumamoto">熊本県 – Kumamoto</option> <option value="Oita" label="大分県 - Oita">大分県 – Oita</option> <option value="Miyazaki" label="宮崎県 - Miyazaki">宮崎県 – Miyazaki</option> <option value="Kagoshima" label="鹿児島県 - Kagoshima">鹿児島県 – Kagoshima</option> <option value="Okinawa" label="沖縄県 - Okinawa">沖縄県 – Okinawa</option> </select> <label for="CompanyStateJP_inline" class="screen-reader-only">Select a state/province</label> <span class="error-msg body-fine" id="CompanyStateJP-errMsg_inline" aria-live="assertive">Select a state/province</span> </div> <div id="field-company-state-ca" class="field-company-state"> <select class="select-company-state-ca subscribe__field-info" data-error-id="CompanyStateCA-errMsg_inline" id="CompanyStateCA_inline" name="CompanyState" aria-required="false" aria-describedby="CompanyCountryCA-errMsg" autocomplete="address-level1" required disabled="disabled"> <option label="State/province" selected="" value="">State/province</option> <option value="AB" label="Alberta">Alberta</option> <option value="BC" label="British Columbia">British Columbia</option> <option value="MB" label="Manitoba">Manitoba</option> <option value="NB" label="New Brunswick">New Brunswick</option> <option value="NL" label="Newfoundland">Newfoundland</option> <option value="NT" label="Northwest Territories">Northwest Territories</option> <option value="NS" label="Nova Scotia">Nova Scotia</option> <option value="NU" label="Nunavut">Nunavut</option> <option value="ON" label="Ontario">Ontario</option> <option value="PE" label="Prince Edward Island">Prince Edward Island</option> <option value="QC" label="Quebec">Quebec</option> <option value="SK" label="Saskatchewan">Saskatchewan</option> <option value="YT" label="Yukon">Yukon</option> </select> <label for="CompanyStateCA_inline" class="screen-reader-only">Select a state/province</label> <span class="error-msg body-fine" id="CompanyStateCA-errMsg_inline" aria-live="assertive">Select a state/province</span> </div> <div id="field-company-state-usa" class="field-company-state"> <select class="select-company-state-usa subscribe__field-info" data-error-id="CompanyStateUSA-errMsg_inline" id="CompanyStateUSA_inline" name="CompanyState" aria-required="false" aria-describedby="CompanyCountryUSA-errMsg" autocomplete="address-level1" required disabled="disabled"> <option label="State/province" selected="" value="">State/province</option> <option value="AL" label="Alabama">Alabama</option> <option value="AK" label="Alaska">Alaska</option> <option value="AZ" label="Arizona">Arizona</option> <option value="AR" label="Arkansas">Arkansas</option> <option value="CA" label="California">California</option> <option value="CO" label="Colorado">Colorado</option> <option value="CT" label="Connecticut">Connecticut</option> <option value="DE" label="Delaware">Delaware</option> <option value="DC" label="District of Columbia">District of Columbia</option> <option value="FL" label="Florida">Florida</option> <option value="GA" label="Georgia">Georgia</option> <option value="HI" label="Hawaii">Hawaii</option> <option value="ID" label="Idaho">Idaho</option> <option value="IL" label="Illinois">Illinois</option> <option value="IN" label="Indiana">Indiana</option> <option value="IA" label="Iowa">Iowa</option> <option value="KS" label="Kansas">Kansas</option> <option value="KY" label="Kentucky">Kentucky</option> <option value="LA" label="Louisiana">Louisiana</option> <option value="ME" label="Maine">Maine</option> <option value="MD" label="Maryland">Maryland</option> <option value="MA" label="Massachusetts">Massachusetts</option> <option value="MI" label="Michigan">Michigan</option> <option value="MN" label="Minnesota">Minnesota</option> <option value="MS" label="Mississippi">Mississippi</option> <option value="MO" label="Missouri">Missouri</option> <option value="MT" label="Montana">Montana</option> <option value="NE" label="Nebraska">Nebraska</option> <option value="NV" label="Nevada">Nevada</option> <option value="NH" label="New Hampshire">New Hampshire</option> <option value="NJ" label="New Jersey">New Jersey</option> <option value="NM" label="New Mexico">New Mexico</option> <option value="NY" label="New York">New York</option> <option value="NC" label="North Carolina">North Carolina</option> <option value="ND" label="North Dakota">North Dakota</option> <option value="OH" label="Ohio">Ohio</option> <option value="OK" label="Oklahoma">Oklahoma</option> <option value="OR" label="Oregon">Oregon</option> <option value="PA" label="Pennsylvania">Pennsylvania</option> <option value="RI" label="Rhode Island">Rhode Island</option> <option value="SC" label="South Carolina">South Carolina</option> <option value="SD" label="South Dakota">South Dakota</option> <option value="TN" label="Tennessee">Tennessee</option> <option value="TX" label="Texas">Texas</option> <option value="UT" label="Utah">Utah</option> <option value="VT" label="Vermont">Vermont</option> <option value="VA" label="Virginia">Virginia</option> <option value="WA" label="Washington">Washington</option> <option value="WV" label="West Virginia">West Virginia</option> <option value="WI" label="Wisconsin">Wisconsin</option> <option value="WY" label="Wyoming">Wyoming</option> </select> <label for="CompanyStateUSA_inline" class="screen-reader-only">Select a state/province</label> <span class="error-msg body-fine" id="CompanyStateUSA-errMsg_inline" aria-live="assertive">Select a state/province</span> </div> </div> <div class="subscribe__privacy" role="group" aria-label="Privacy Statement Agreement"> <div class="privacy-text last"> <p class="body-fine"> <b>Yes,</b> I would like to receive the Salesblazer newsletter as well as marketing emails regarding Salesforce products, services, and events. I can unsubscribe at any time. </p> </div> <div class="privacy-text last"> <div id="js-checkbox-disclaimer" class="explicit"> <div class="checkbox-accept-div"> <div class="checkbox-accept"> <input data-error-id="Accept_Terms__c-errMsg" class="checkbox-accept-terms" type="checkbox" id="Accept_Terms__c" name="Accept_Terms__c"> </div> <div class="checkbox-accept-label"> <label class="body-fine" for="Accept_Terms__c"> I agree to the <a href="https://www.salesforce.com/jp/company/privacy/full_privacy/" target="_blank">Privacy Statement</a> and to the <a href="https://www.salesforce.com/jp/company/privacy-notification-a3/" target="_blank">handling of my personal information</a>. 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For more information, click <a href="https://www.salesforce.com/jp/company/privacy/full_privacy/" target="_blank">here.</a> </div> </label> </div> <div class="clear-both"></div> </div> <div class="privacy-text-error-div"> <span class="error-msg body-fine privacy-text-error-msg" id="Accept_Terms__c-errMsg_modal"> Please read and agree to the Master Subscription Agreement </span> </div> </div> <div id="js-disclaimer-language" class="privacy-text"> <p class="body-fine"> By registering, you confirm that you agree to the processing of your personal data by Salesforce as described in the <a href="https://www.salesforce.com/company/privacy/full_privacy/" target="_blank">Privacy Statement</a>. </p> </div> </div> </div> <div class="btn-container"> <button name="Subscribe" type="submit" class="btn btn-primary btn-submit" formnovalidate> Sign up now </button> </div> </div> </form> </div> <div class="subscribe-success-v2 subscribe-success-v2--inline"> <h2 class="subscribe-success__title" aria-live="assertive"> Thanks, you’re subscribed! </h2> </div> <img decoding="async" class="subscribe-success-v2__right-image" src="https://www.salesforce.com/blog/wp-content/themes/salesforce-blog/assets/images/rbn-right-sales.png" alt=""> </div> <h2 class="wp-block-heading" id="h-four-best-practices-for-channel-management">Four best practices for channel management</h2> <p><strong>Successful channel management</strong> starts with selecting and implementing channels that can reach and serve your target customers. But it doesn’t end there. Use these <a href="https://www.salesforce.com/solutions/industries/manufacturing/solutions/channel-distribution-management/" target="_blank" rel=" noopener">distribution channel management</a> strategies to support your channel partners and ensure they hold up their end of the deal.</p> <h3 class="wp-block-heading" id="h-1-choose-channel-managers-carefully">1. Choose channel managers carefully</h3> <p>Channel managers work within sales operations teams to manage the agreements and relationships between your company and specific channel partners. But they don’t have authority over these partners. To hit their sales goals, channel managers must strike a balance between supporting partners and holding them accountable. They might partner with each channel on growth strategies adjust sales plans to increase <a href="https://www.salesforce.com/blog/revenue-vs-profit-differences/" target="_blank" rel=" noopener">profitability.</a> To achieve the delicate balance required to foster strong channel relationships, the most effective channel managers are firm and fair, diplomatic and persuasive.</p> <p>Most channel managers have earned a degree in business or marketing, though some may instead have studied a discipline otherwise related to your industry — especially if they’re skilled in interpersonal communication and training. In many cases, they have experience with customer management software such as Salesforce.</p> <h3 class="wp-block-heading" id="h-2-select-channels-with-intention">2. Select channels with intention</h3> <p>Choose channel partners that fit your sales and marketing strategy. Consider your target markets as defined by your company leaders in your business plan and likely deeply researched by your marketing department. You can also look to customer data in your <a href="https://www.salesforce.com/crm/" target="_blank" rel=" noopener">customer relationship management (CRM) system</a> for live trends involving your current customer base. Consider any future initiatives that may affect or change the target marketing. Then look for channel partners that already sell to those customer bases. It’s also wise to build a balanced roster with various types of partners. That helps insulate you if one type of channel meets with sagging customer interest.</p> <h3 class="wp-block-heading" id="h-3-use-your-marketing-development-funds-mdf-wisely">3. Use your marketing development funds (MDF) wisely</h3> <p>All too often I see channel managers use MDF to send swag to their channel partners. Will yours be excited to wear a hat with your logo on it if others are sending them similar items?</p> <p>Be judicious and innovative about <a href="https://www.salesforce.com/sales/incentive-compensation-management/" target="_blank" rel=" noopener">incentives.</a> Partner with your marketing team and try new things, including ways to support your channel partners’ sales. Try covering the costs to create and send them marketing materials they can use to support their sales efforts. You might also sponsor incentive trips, training events, or sales conferences. I worked with a client to create a channel partner acceleration program that included a kickoff conference with training modules on the product and sales techniques. That was the foundation of a great relationship. The channel partner has exceeded its <a href="https://www.salesforce.com/blog/sales-quotas/" target="_blank" rel=" noopener">quota</a> ever since. Why not try it out? If your partners need some skin in the game, split the cost and provide your half from your MDF.</p> <h3 class="wp-block-heading" id="h-4-track-leads-through-your-partners-pipelines">4. Track leads through your partners’ pipelines</h3> <p>It’s my (perhaps unpopular) opinion that we should all track the <a href="https://www.salesforce.com/blog/what-is-lead-management/" target="_blank" rel=" noopener">leads</a> we pass to channel partners. This practice is commonplace in some areas. In the U.S., for example, secret shopping is considered normal and acceptable. A business hires a sort of secret agent to act like a lead that they send to channel partners to see whether those partners direct them to their offering (or another’s) and to get a sense of their customer service.<br><br>But in other areas, such as my native country of Australia, asking to track leads can come across as overstepping. That doesn’t mean it’s not a worthy practice, however. Train your channel managers to broach the topic with channel partners and use it to guide and strengthen partnerships.</p> <p>(<a href="#h-what-you-ll-learn">Back to top</a>)</p> <h2 class="wp-block-heading" id="h-how-to-support-channel-partners">How to support channel partners</h2> <p>Take time to ensure each channel aligns with your sales objectives and target market. You also want to maintain a consistent experience for customers across all channels. It requires a balance. You must nurture channel partner relationships and follow up on the leads you send them to gauge how they serve their customers.</p> <p>Your channel management strategy starts with careful recruitment and training for channel partners as well as ongoing support. You also need a plan for monitoring and analyzing channel performance. Encourage each channel manager to seek feedback. Train them to ask <a href="https://www.salesforce.com/blog/high-gain-questions/" target="_blank" rel=" noopener">open-ended questions</a> such as:</p> <ul class="wp-block-list"> <li><strong>“How can we better support you?” </strong>Their answers may give you helpful insights on working styles that harm rather than help them, ways to keep them better informed on your product or sales analytics updates, and how to better spend your MDF to support their sales efforts.</li> <li><strong>“How can we help you support our customers?”</strong> Think of your channel partners as your front line. They interact more directly with your end customers, so they’re better positioned to gain a deeper understanding of what those customers need and expect. Listen to what they can share about how customers use your offering and whether there are ways to improve the overall customer experience.</li> <li><strong>“What are other organizations doing that we aren’t — but should be?”</strong> Your channel partners don’t just work with your organization or sell only its products. They interact with myriad other companies, and whether those others are similar to your company or not, your channel partners may have seen successful strategies that you haven’t considered.</li> </ul> <p>This shows you care and will likely deliver useful ideas for improvement. Acknowledge and thank partners for their input. Share the actions you’ll take based on their feedback (or explain why you can’t).</p> <div class="layout-nine wp-block-salesforce-blog-offer"> <div class="wp-block-offer__wrapper"> <div class="wp-block-offer__content"> <h2 class="wp-block-offer__title">Join the Salesblazer movement</h2> <p class="wp-block-offer__description">We’re building the largest and most successful community of sales professionals, so you can learn, connect, and grow. </p> <div class="wp-block-button"> <a class="wp-block-button__link" target="_blank" href="https://join.slack.com/t/salesblazer-community/shared_invite/zt-2lhtznhr5-U_C2kO0OmQaNk7LyOE2jSA">Get started</a> </div> </div> <div class="wp-block-offer__media"> </div> </div> <div class="wp-block-offer__graphics wp-block-offer__contour"></div>  <img decoding="async" class="wp-block-offer__graphics wp-block-offer__illustration" src="https://www.salesforce.com/blog/wp-content/themes/salesforce-blog/dist/images/offer-block/offer-illustration-layout-nine.png" alt="">    </div> <p>We also need to talk about competition. How do we focus our partners on selling our product over another’s? It’s about ensuring there’s enough reward in it for them and creating mutually trusting and beneficial relationships between channel managers and channel partners. Here are a few ways to do that:</p> <ul class="wp-block-list"> <li><strong>Keep the lines of communication open:</strong> Share the latest updates on products, incentives, and promotions without being overwhelming. Ask for partners’ insights on how to get their sales reps’ attention. One thing that rarely works? Daily emails with new product updates. This is lazy, and it usually gets ignored. Instead, focus on creating personal connections. Pick up the phone, offer help, and ask questions. Some channel managers I’ve worked with have seen huge success with live web conferences they promote ahead of time by calling with personal invitations and emailing agendas to pique interest.</li> <li><strong>Offer convenient support and training:</strong> Help your channel partners learn all they need to know about your product or service — and how best to support end users. Create searchable content libraries and offer tools that help them deliver the information customers need to close the deal.</li> <li><strong>Be forthright about performance expectations:</strong> While <a href="https://www.salesforce.com/sales/partner-relationship-management/" target="_blank" rel=" noopener">onboarding channel partners</a>, share how you’ll measure their success, including the metrics you’ll track. Then you can pinpoint issues and address them before they grow into a larger problem.</li> <li><strong>Use technology to optimize the sales process:</strong> The right CRM technology offers tools powered by artificial intelligence that support sales efforts. These can help you track leads through each channel partner’s pipeline and share sales enablement tools that support their performance.</li> </ul> <p>(<a href="#h-what-you-ll-learn">Back to top</a>)</p> <h2 class="wp-block-heading" id="h-tips-for-choosing-channel-management-software">Tips for choosing channel management software</h2> <p>The right <a href="https://www.salesforce.com/products/partner-relationship-management/" target="_blank" rel=" noopener">channel sales management software</a> will strengthen channel partner relationship management, championing channel sales with the following processes and features:</p> <ul class="wp-block-list"> <li>Workflow paths that guide partner onboarding, training, and certification with integrated collaboration tools, such as Slack, help to connect all parties</li> <li>Online communities to communicate with and support channel partners, keeping them up to date on best practices and promotions and on target with sales goals</li> <li>Dashboards that track leads and opportunities in partner pipelines, giving everyone access to the same information to check against goals and guide priorities</li> <li><a href="https://www.salesforce.com/sales/" target="_blank" rel=" noopener">Artificial intelligence (AI)</a> tools such as next-best action and generative AI to aid channel partner success</li> <li>Mobile apps that channel partner reps can use across devices in any location</li> </ul> <p>(<a href="#h-what-you-ll-learn">Back to top</a>)</p> <h2 class="wp-block-heading" id="h-strike-the-right-balance">Strike the right balance</h2> <p>Your channel managers are the calm and steady tightrope walkers bridging the gap between your organization and your channel partners. Even the best use balancing rods, and the platform you use to support their efforts is the exact tool they need to manage those relationships with a finesse that helps both sides win.</p> <div class="layout-one wp-block-salesforce-blog-offer"> <div class="wp-block-offer__wrapper"> <div class="wp-block-offer__content"> <h2 class="wp-block-offer__title">Set partners up for success and win together</h2> <p class="wp-block-offer__description">See how to give partners clear onboarding goals and automated business insights to grow faster, together.</p> <div class="wp-block-button"> <a class="wp-block-button__link" target="_blank" href="https://www.salesforce.com/form/demo/sales-cloud-prm-demo/?d=7013y000000aGAEAA2&nc=7013y000000aG7FAAU">Watch the demo</a> </div> </div> <div class="wp-block-offer__media"> </div> </div> <div class="wp-block-offer__graphics wp-block-offer__contour"></div>  <img decoding="async" class="wp-block-offer__graphics wp-block-offer__illustration" 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