From the point of view of a manufacturer, a channel partner will introduce a new product into the market and promote the brand which will in turn encourage sales. This enhances the scope for new businesses with lower risk for the partner. This will prove to be better than creating technology or unifying or acquiring the technology for that particular service.
One of the challenges is to discover what happened to leads sent to the channel. You may face some questions like:
• The leads that your partner followed up
• The amount of leads that turned into sales
• The total return on investment for each program that created the leads
A channel sales representative can help your partners follow up the leads and close them. This will be an indication that you are on the right track and are doing a good job. There is a chance that many leads still do not close. In such a situation, these leads are of no use. Each partner representative may work with many partners in the channel and each of the partners may have as many leads as possible. A single representative works on one lead at a time so the rest are kept on hold.
This scenario calls for good lead management.
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