October 14, 2008, 11:38 AM — According to a study of 1,000 channel executives, vendors just aren't paying enough attention to their partner channel programs. A look at the survey shows that vendors are missing the boat by not taking advantage of opportunities to transform their partner channel into a more powerful engine for revenue generation.
According to reports, vendors are spending too much time in "low risk, low return" activities instead of truly groundbreaking initiatives that could improve their sales. The survey shows that most of the investments vendors are making in the partner channel are for things like training and communications, designed to boost productivity and efficiency. And these are necessary things--but they don't help much in generating more revenue. Instead, vendors need to get more aggressive,with programs like lead generation, and avoiding conflict with the direct sales channel.