Apple’s Channel Sales Strategy

Arrogance in channel partner relationship is rare but is not unheard of. Companies like Apple for example has the “cajones” (let me borrow from Mrs. Sara Palin’s colorful vocab) to be arrogant and shall we say, less than accommodating to some of their resellers because Apple knows their products are highly coveted and in some cases, revered.

In most cases, channel sales strategy includes pleasing the channel partners as much as the client because vendors know that majority of their sales come from their network of channel partners. Vendors, especially the lesser known ones, have to build their brand in order to be successful and in order to build a reputation for quality, they need their channel partner’s cooperation.


partner profiling

I wonder how Apple’s channel sales strategy differs from the regular hardware and software manufacturer. How are the partners compensated and motivated? How much incentives are given? Do they have access to a partner portal to make their jobs easier? How is conflict averted in their network?

With Steve Jobs visionary and detail-minded approach to business and technology, I’m sure that majority of channel partners are satisfied with the vendor’s partner program. Although the company was criticized for lack of commitment to resellers, and lack of communication, the company is still trying to enhance their channel distribution.

In one unique aspect, Apple has gotten away with much conflict even though they are selling their products directly through their websites and stores. But even the great company is aware of their limitations. They could not for example, build stores and reach millions of customers all around the world. The company realizes the importance of channel partners in bringing their products to the greatest number of people.

Is it right to be arrogant knowing that millions of people consider your products iconic and thousands line up to buy your latest gadgets? I think Apple should check their egos out the door. The company is not perfect and has had their fair share of flops in the past. Treating channel partner fairly can only lead to better sales performance and the company should acknowledge their contributions to the success of the company.

My Tips on Making a Good Partner Portal

As a newbie associate manager, I have learned today that designing partner portals wasn’t that easy of a task. I’ve come to realize that partner portals have become an integral part of any channel management program, not that all software focusing on management needed one

However, I think such portals have an essential role in solving conflicts between channels. I can imagine how hard it is just to think about manually handling these types of organizational arrangements within the company. My boss said there are certain characteristics which I have to follow in order to gauge if a portal would be efficient enough for the business. Now, I figured, I should make my own tips on making a partner portal simple but good.


channel management solutions

First, I think a portal should ensure a free flowing content and that it should be free from any complex sentences since this type of sentence is sometimes more than a hindrance to the reader. Simple sentences give much more emphasis as well as memory retention. The portal should be simple and easy to read but should still convey the accurate meaning of any data or information shared. As they say, less is more.

Being exhaustive of the data is also a factor to be considered in designing a portal. The inclusion of important matters regarding the company, like certain policies found especially in the company, should be given and readily explained. The comprehensive details of the organization should also be given in order to tell clear information and avoid problems at later stages of any business relationship. Being clear about the sales and shipping facts are also a must if they are to be involved in the information exchange.

And of course, lastly, is the security option. Only authorized personnel should be allowed to enter and roam the premises of the portal. I understand that some companies give out more vital information to their partners which should sometimes be kept secret from their competitors. That is also why some companies pay big just for security of their portals particularly if they have many partners. The link to the portal should be found on the main website where it would entail the representative of each company in the partnership to login their credentials.

Channel Sales Strategy for Google Apps

Google has moved from just a search engine to telecommunications and software manufacturing. It’s amazing to think that Google started out with just a clean webpage with a text box and two buttons. With cloud computing solutions ushering a wave of new vendors seeking opportunities to provide services long confined to traditional software that needs installation, Google is staking its claim on a slice of that delectable cloud pie with innovative channel sales strategy designed to entice large and small channel partners.


channel sales strategy

In their quick start video, the company explains why they need partners in order to sell their products. Users need a trusted and reliable reseller to explain the benefits of the application. Just because Google is a name that even your grandparents have heard of, it does not mean people are going to start using their paid apps.

As a newbie channel partner, I find that Google’s Reseller Program to be a very streamline and simple program. I don’t know how else to put it, but it definitely has that Google feel. While as a channel partner, my relationship with my clients and customers are the assets, Google’s involvement, does not mean that relationship will shift to the company. Instead, the former just-a-search-engine encourages partners to foster that relationship, recognizing the trust placed on the reseller as an expert in the software industry.

The cloud based apps include the following products: Gmail that can contain 25GB per user, calendar and email mobile applications, docs application with 10GB of storage, migration and integration tools, and increased security for the cloud.

As expected, the company comes complete with a partner portal for channel partners. A partner portal plays a very important role in channel sales strategy in every product. From the looks of it, the channel program contains marketing materials, customer databases, lead registration and more.

The Three Components that Make Channel Management Successful

Channel management services are increasingly gaining popularity in the world of business. Various industries are looking to them for better performance and increased productivity as partners are able to effectively transport goods and services down to their target consumers. But what are the components that helped cement the success of these services? I have identified three, and they are the following:

Partner Portals – Managing partners can be a taxing responsibility, especially since they can be located in various places even outside of the country. Effective partner relationship management is dependent on efficient and effective communication and collaboration, and partner portals can guarantee both. They are web-based applications that allow the parent company and the different channel members to interact with one another and share important information, training programs, and other vital resources for an exponential increase in sales performance.


channel partner strategy

Deal Registrations – These are very beneficial to all the members of a channel distribution network and its end consumers. These can help improve business relationships by widening and deepening them. Healthy partnerships results in increased partner loyalty which means more sales and profit. In addition to this, they are also very useful in dissipating channel conflicts which can have the serious potential to harm the pipeline.

Lead Management Programs – The funny thing about leads is that they are so hard to obtain even though they are extremely needed. Having programs for lead management will provide partners with the information and tools necessary to get leads easily. Once they are obtained, it is very important to execute proper management strategies to follow up on them.

I think that channel management services that provide all three of these are sure to be very reliable and successful. Having partner portals, deal registrations and lead management programs is evidence of a company’s dedication to their partners’ needs and motivation, thereby showing their impressive managerial skills in the handling of their sales network.

RelayWare Channel Management Partner Portal Review

The problem with other partner portals is that they don’t really create solutions for vendors with complex business procedures. Portals are created for vendors and resellers to provide: 24-7 open communication and support, complete and up to date product information, simple and user friendly interface, integrated database, and finally, reliable CRM (Customer Relationship Management) and CMS (Content Management System) modules.

I highly recommend Relayware for vendors seeking solutions for their channel management needs. This web-based application can be integrated with the vendor’s database or file management system. Content management is easier; it supports multiple languages and also can support a number of sites. Distributors, VARs (Value Added Resellers), DMRs (Direct Marketing Resellers), Administrators, etc. have their own customized interfaces. This is especially helpful to not so savvy members of the partnership. Training time will be minimized with a system that is direct to the point and easy to operate. I commend the developers for the simple but logical design of the interface.

The system can be customized by the Systems Administrator to reflect only what they want the resellers or other partners to see. This way, they system protects data that a partner, for example, is not privy to. No programming or html skills are needed to integrate the system to the company’s site and database. Using the file management system, partners can create their own database of customers. They can input the information using any browser as long as they are registered users.



partner channel

Relayware includes a deal registration that is integral to the partnership. Resellers can upload potential leads that the vendor can deny or approve at real time so no time is wasted. By entering the data into the sales pipeline, the application will be able to compare the deal and reject duplicate deals preventing channel conflict.

All these conveniences means that channel management will be a smooth process for the vendor. Resellers will be motivated to register deals and customers, and vendors will be able to facilitate the sales which will result to increase revenues for both parties.

Improving Partner Performance by Combining Channel Management and Partner Portal

A partner portal is a web-based application you can use to improve partner performance. The continuity of excellent performance within a distribution network is dependent on constant improvement. This is severely important especially during these tough economic times where numerous channel-centric industries are experiencing a wide array of challenges and problems.


channel management solutions

The special design of these portals increases the collaboration and communication amongst partners and between manufacturers and partners. Channel members are able to gain access to important information, resources, leads, programs, incentives and so much more. Moreover, managers will be able to provide them with the support necessary for them to perform optimally and become substantially more productive. Parent companies will be able to enjoy an increased transparency of operations and performance. They will be able to identify high-performing and underperforming affiliates and act accordingly.

However, a company that is equipped with the most recent and best technology, solutions and software cannot successfully vie for success. This is because having a partner portal is not enough. Business owners should do well to use the best strategies in channel management and combine it with an excellent partner portal. This is the best way to overcome a variety of problems such as the lack of communication and collaboration across a channel, failure to collect and analyze appropriate data, lack of business alignment, the vendors’ tendency to focus on high-performance affiliates, and unappealing incentives.

With the help of channel management strategies and a partner portal, companies should do the following to improve the performance of partners: look beyond performance; collect and analyze the right kind of data and information; communicate and collaborate effectively; and provide rewards and incentives. Achieving all of this will most likely guarantee a significant improvement in performance. A great tip that all channel-dependent companies should remember is that partners are essential to the distribution network and deserve fair treatment.