Engaging Channel Partners

Discussions of organizational stakeholders routinely include shareholders, employees, and customers. An equally important constituency, however, is made up of channel sales partners, including salespeople working for those companies forming the distribution channel. A recent white paper published by Dittman Incentive Marketing, Channel Partners: An Opportunity to Engage, outlines why channel partners are motivated differently than employees or customers. Key points: Increasing mind share and deepening the relationship to the channel partner is crucial to the sales process. Additionally, since these non-employees must not only promote the brand, but must also appropriately and accurately position the brand value with every transaction, it’s essential to carefully manage communications and messaging. For more information, click here.