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According to CompTIA, estimates show upwards of two-thirds of IT products and services sold to U.S. businesses either flow through or are influenced by indirect channels, including a network of retailers, e-tailers, resellers and distributors. There is no question that these channel-driven companies must ensure that their partner management processes are optimized. Today, data is being used to drive almost all key decisions, from refining such business processes to optimizing marketing campaigns.
Manufacturers today predominantly sell their products through a multi-level, indirect channel. This includes physical channels (distributors, resellers, etc.), as well as ecommerce channels, requiring manufacturers to devise an omni-channel sales strategy. Unfortunately, due to the low-quality data that comes back from the channel, these companies have an incomplete view into their sales, end-customers and the marketplace.
Ordering up some sales training when performance is lagging is like ordering a cup of coffee when your afternoon energy fades: it’s automatic. It’s been done for so long and seems such an obvious solution that no one questions it. If your sales force isn’t delivering the results you need, train it to do better. It’s clear cause-and-effect. Who could argue the strategy? New research suggests that the flaw is not with the strategy, but with its execution.
Many that produce such private-label products — which tend to have higher profit margins — are achieving great success by leveraging channel strategies used by manufacturers and reselling these goods at the brick-and-mortar stores of other retailers, such as Sears. Known as indirect sales channels, these pipelines are notorious for offering producers scant visibility into crucial areas ranging from inventory to sales to end customer data.
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