More than 200 sales leaders attended the recent Miller Heiman Sales Performance Summits in the UK and US. Many of these organizations are already hybrid-channel organizations, selling through direct and indirect channels. Others are looking at adding a partner channel to their existing routes to market.
All in all, it was an excellent opportunity for us to gather insights, both formal and informal, about the channel strategies these industry leaders will be deploying in 2014.
Your best channel partners aren’t naïve. They know who the best channel account managers (CAMs) are, and they’re not shy about demanding only the best for themselves. But should you give into their demands and assign the best CAMs to your best partners? Considering this common challenge from a slightly different perspective can help drive channel performance.
As anyone who has sold through a partner channel knows, it's not for the faint of heart. Selling through a partner channel can dramatically increase your coverage. On the other hand, if your channel strategy isn't aligned to your business goals, it can dramatically increase your headaches, too.
However, once a CAM masters the fundamentals, what's next? If we are to continue the development of the experienced CAM, we need to focus on those things that move them into the high-performing category—the best of the best.