This podcast deals with the sometimes contentious relationship between manufacturers and their channel partners. Learn how you can get more sales from your channel partners.

Guest: Debbie Pierce, CEO Nitromojo

Highlights:

• Sometimes trying to decide exactly who the manufacturing customer really is can be confusing for manufacturers. [4:00]
• The most successful manufacturers have great communication, visibility, and transparency with their channel partners. Lack of transparency can cause fear on both sides. [7:10]
• An automated feedback loop can be a huge benefit for attribution and sales projections. [9:50]

• The 'where to buy' section of the website is a big black hole where sales attribution information disappears and a huge opportunity to for connecting to the end buyer. [16:00]
• The tri-lateral model changes the old linear model to a circular model that keep channel partner, end user, and manufacturer all in the loop. [23:00]
• Action steps for getting started with a better channel partner sales strategy: [25:50]
  1. Modify your website to capture those end buyers who visit the 'where to buy' page or other lead generation activities such as a trade show.
  2. Develop and implement an end customer feedback dialogue that provides actionable results.