Channel management marketing has become a buzzword in the business domain these days. Manufacturers are becoming increasingly dependent on channel partners to penetrate the markets even further and expand customer base as it may not be feasible to reach a large number of consumers on their own. However, what deters manufacturers is the task of managing channel partners - communicating with them, training them on new products and policies, keeping a tab on their sales and progress and also keeping them motivated. But thankfully, the answer to all such problems lies with technology. There are advanced channel partner management software solutions that will make you complete these arduous jobs at a click of few buttons.

Discussed below are some of the key reasons why channel managers are becoming increasing dependent on channel management software for their business growth.

Information dissemination becomes easier

For the success of channel management marketing it is essential that the manufacturer and the whole band of channel partners remain on the same page at all times. If there is a change in price of a good or if any other strategic sales decision is made, all channel partners should be informed about the same instantly. This may appear to be an enormous task otherwise, requiring lots of time and expense as well. However, with the help of channel management software such as partner portals channel partner communications becomes a lot easier. Information can be made accessible to all channel partners simultaneously. Any and every channel partner can log in to the partner portal and view the change in policy and make adjustments accordingly.

Regular channel partner communication becomes possible

To maintain good relations with channel partners it is important to have a regular two-way communication with them. Taking help of partner portals, manufacturers can have a regular dialogue with channel partners. Multiple channel partner communication means such as SMS, fax, email, RSS feeds etc can also be employed to keep communication lines open with channel partners.

Effective data management

Managing sales reports and other necessary data of all channel partners including resellers and distributors is a huge task. But thanks to several automated channel partner management solutions available today this chore can be performed in seconds. By analyzing data reports companies can formulate strategies to improve sales and enhance profits. Quick analysis of sales reports also helps manufacturers to spot good and average performers. They can reward and encourage good performing sales partners and take steps to improve the performance of others. Transparency in analysis builds feel-good factor amongst channel partners

Harbors an atmosphere of trust and loyalty

Communication is a key to good relations and this holds true even in business. When regular channel partner communication is maintained, there prevails a feeling of honesty and trust. Partners tend to remain loyal to the manufacturer through thick and thin. Such loyal channel partners are pillars of strength to any business.

Increases sales as partners remain motivated

When there is an atmosphere of transparency and loyalty, channel partners feel motivated and they perform better. This results in increased sales and profits for manufacturer.

Taking advantage of channel partner management software offers a win-win situation for manufacturers as well as channel partners. There are several companies that provide channel partner management solutions as per your business needs. Take advantage of these solutions to grow your business leaps and bounds.

Author's Bio: 

Walt Robertson has written several articles on the efficacy of channel partner management. He encourages the use of advanced channel partner management software solution as it makes channel partner communications lot easier and helps manufacturers to maintain good relations with channel partners. For more information on channel management please visit