In one session this year, attendees were asked why their customers do business with their respective companies. The responses included discounted pricing, product innovation, reputation, vertical expertise, and support. None of which may directly fall into a CAM’s job role.
Thus, it’s important that tech vendors ensure their solutions are aligned with customer needs, priced competitively, and communicate a roadmap for the future. Having those provides partners to build a foundation with a vendor, and in turn to represent your solutions to customers, Bixler said.
To minimize channel conflict, vendors should:
Establish a clear understanding of the rules of engagement
Commit to and deliver consistent application of those rules
Remember that customers make the final purchasing decision
Define a target audience and solution mix with partners
Communicate sales pipeline opportunities early in the process
Focus on consistency and credibility
“Are you taking your business in the same direction that a partner is going? It’s not just about having a great product today, but in the future as well,” he said. “As the same time, if they can’t see a clear path to profitability, that’s a problem if they’re expected to make investments in staff, tools, processes.”
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