There is a broadly accepted adage in marketing that B2B industries are about 18 months behind their B2C counterparts. If that is true, then it’s probably safe to say that channel marketing and sales is another 18 months (if not more) behind that. Indirect channel sales and marketing practices have long been dominated by the status quo – but enough is enough. If you are responsible for managing or growing a partner ecosystem, you’ve hemmed and hawed long enough. The digital revolution is squarely through the door of indirect sales channels. As another old adage goes, it’s time to evolve or die. You’ve got a narrow window to set your channel business on a path of innovation and growth. For the last 30 years channel sales and marketing strategies have been an afterthought to the more visible corporate sales and marketing efforts of most suppliers. The next 30 years of business growth will require that indirect sales take a forefront in business strategies. Here are some things you need to be doing now to help lead your business in its next stage of channel-dependent growth. Study Best Practices Indirect sales channels aren’t without innovators. Many businesses from start-ups to enterprises have already started to breathe new life into their channel strategies. There has been adequate time to test and learn, but now there is a need for demonstrated change. Granular control is being replaced by collaboration. And, today’s buyer-led sales process has changed the way suppliers and partners need to…
Read More: Indirect Sales Channels are Evolving – Are you?
