Analogue Channel Enablement No Longer Shows Results - Evolve to Digitial

Previously we discussed the challenges outdated channel enablement practices have on both tech vendors and channel sales teams, impacting how ROI is measured.

Following on from this, we’re going to look into the problems with analogue channel enablement techniques. Technology is such a fast moving industry thus digitizing the channel enablement process is the way of future, enabling managers to boost sales performance. 

Analogue techniques have been successful in the past, but now no longer show results, thus effecting the role of the channel manager. Rather than being sales engineers they have become problem solvers dealing with repetitive product support queries from the channel sales team. Channel managers have become the go-to problem solver for vendor/partner queries and problems, resulting in distraction from their primary goals. The analogue Channel Enablement process only makes this worse.

The analogue channel enablement process provides no data points, meaning channel managers are unable to track which content and insights are producing successful outcomes. So how do Channel managers monitor if investment efforts are directed to the right place? Managers may be spending a significant amount of their budget creating content that does not intrigue prospects in any way and don’t even know it.

Furthermore how do channel managers know where the major deals are? Sales people may be in the process of negotiating a major deal; channel managers will most likely have no idea about it because they are too busy solving technical queries from the winder channel sales team. A sales person may not be able to find the appropriate content and insights because they can’t easily communicate with the channel manager, and as a result deals can be lost.

Each day the world is becoming more and more digital, thus organisations need to evolve to remain competitive. Digitizing the channel enablement process results in increased effectiveness and productivity for many organisations purely from being provided with data. This data allows channel managers to analyse and determine effective insights, performance trends within the sales team, as well as pin-point ROI.

For more on digitizing the channel enablement process in order to measure ROI have a read of our latest whitepapers.