Channel Best Practices During Difficult Times

Surprising yields may rise from considering needs and problems first

by Kathleen Kiley, Editor, Channel Management Insights

Manufacturers are cutting back on their sales force, as they have in past recessions. For instance, Sun Microsystems announced it is reducing its workforce by 18 percent and others are making similar moves.  As a result, analysts expect Sun and others to rely more on their channel managers and put greater resources into managing and training. So vendors will be looking more closely at return on investment (ROI).

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Developing current channels 

During the dot-com boom, writer Michael Lewis captured the exciting time of new technology and the money that poured into investments without a hint of a revenue stream. That time seems so far away. Manufacturers are now helping channel partners and end customers wring the value out of existing products, rather than over-invest in the latest "new, new thing," a state of mind Lewis wrote about during the 1990s. In our feature story, Channel Best Practices during Difficult Times, you’ll learn how channel partners and manufacturers can squeeze the most out of current IT investments.

In response to our last dilemma about how to keep sales up as the economy declines, readers agree that less is more. Rather than try to sell "new, new things," to customers, read their advice on ways to motivate current VARs.

How are channel partners spending market development funds? We look forward to hearing your advice on the best way to manage funds in a global channel.

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