Tom Levers

Channel Partner Relationship Management

Posted in BUSINESS DEVELOPMENT, MARKETING by Tom Levers on June 6, 2010

Using the Cloud is key for your Partners – but your Channel Size, Partner Stage and Confidentiality Requirements Drive the type of Partner Portal you may need.

For the large mature partner organization there are many tools around Channel Partner Relationship Management. TreeHouse Interactive, is an enterprise class SaaS solution with ALL the bells and whistles. TreeHouse allows vendors to keep track of leads and opportunities along side their partners but also provides information to partners on their requirements and benefits, deal registration, and links to marketing automation.

TreeHouse while expensive, allows different navigation for different tiers of partners so your top tier partners are able to see the appropriate information for them but it is blocked to your lower tier partners. MDF and Co-op can be uploaded to the system from distribution partners and channel partners can then apply for MDF and get approved. Partners can also link to marketing automation like Salesforce.

The interface is very intuitive and the ability to assign leads to partners iseasy and efficient! Of course with such a great solution comes a price and TreeHouse wouldn’t be worthwhile if a vendor doesn’t have hundreds of partners with millions of revenue dollars.

Syndication allows relevant content to be pulled from a vendor’s website and displayed on the channel partners’ websites. There is usually a container page with the partners’ look and feel around the top and along the left side and the content is updated on a regular basis. Vendors get their product and value prop information relayed accurately up-to-date in hundreds of other sites and the Channel Partners are able to inform customers on their own sites without having to send them elsewhere. How many times has a partner’s site shown the old model or the current model with the wrong image or information!?

When I was at Business Layers / Computer Associates I evaluated a company called WebCollage to make this happen. I don’t know if they’ve changed their process at all but it was incredibly manual to the point where we had requests from partners in email and would then fax or email them to our client manager to initiate the service. SharedVue’s tool Syndic8 is completely automated. Partners can even login and change their current view of products or services shown on their website.

SharedVue also provides some lead generation and tracking tools (don’t think PRM but every little bit helps right?). Using their tool Communic8 vendors can provide traditional and new media tools so partners can launch campaigns and track them all on the SharedVue tools. Partners of course get worried if vendors can see their leads (more so with some vendors then with others) so SharedVue offers a way to turn the visibility on or off.

 There are more bells and whistles that I didn’t go into here including their specific new media features (webinars, SEM, and Google AdWords). I haven’t used WebCollage in 2 years but SharedVue is certainly more user friendly and robust than WC was back then.

Are their other systems people have seen and liked? I’d love to hear about them. Drop me an email. tlevers@comcast.net