Tuned In To Channel Programs
CRN asked solution providers to rank 11 program elements in terms of importance to sales and profitability. Total ROI in channel programs came out on top. This is not surprising; the cost-benefit trade-off is central to VARs' decision whether to participate in particular channel programs.
Other program elements that ranked high on the list:
%95 Provide high-quality support when VARs need it.
The availability and quality of technical support is a sore subject among many solution providers and has been cited as a key reason why solution providers' satisfaction with vendors' channel programs has been trending down over the past 18 months. Not getting an answer, waiting hours for an answer or getting three different answers from three different people costs time and money, said Pete Busam, COO of Decisive Business Systems, Pennsauken, N.J.
%95 Don't keep changing or rearranging channel programs, and give ample notice about planned changes.
Constant adjustments or wholesale changes to channel programs frustrates solution providers, and vendors not giving advance warning of coming changes only makes the situation worse.
%95 Listen to what solution poviders have to say about how channel programs can be improved.
Base: 225 solution providers surveyed in January
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Source: CRN Monthly Solution Provider Survey
Feedback from solution providers is critical in ensuring that channel programs benefit both solution providers and vendors.
Vendors face a much sterner test in the expanded CRN Channel Satisfaction Survey, in which solution providers rate their vendor partners in terms of satisfaction with 13 different program elements. The first set of data, covering 27 major vendors, is set for release later this month.
What's your opinion? Let me know via phone at (732) 919-1530 or e-mail at [email protected].