Guest Column | May 5, 2014

The Channel Success Triangle: Staff, Customer Base, Product Focus

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John Pearring, Vice President of STORServer, Inc.

By John Pearring, Vice President of STORServer, Inc.

The biggest threats to a channel-focused distribution model come from the same “value” elements manufacturers and vendors rely on when choosing a channel model in the first place. Value-added resellers (VARs) provide folks like STORServer some very specific capabilities that are essential to success at the end of the sales process. I call these value features, the “channel success triangle.”

The three vital elements for a channel are: staff, customer base, and product focus. If the channel partners that a vendor uses are missing any one of these components, a strategy meeting is called and sales consultants are invited to revisit the entire channel concept.

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