To complete my master’s degree in Advanced Studies in Management. Specialization Marketing & Supply Chain Management, I studied the sales channel Effectively managing within the ICT sector at my employer Paddls. The indirect sales channel has developed strongly in recent years. To illustrate: a Cisco generates approximately 80% of its income via more than 55,000 partners.
Added value partner channel Effectively managing
Within our lead generation activities, we often act at the intersection. The direct and indirect sales channel within the ICT sector. But when does a partner have added value and what is important for the end customer? The needs of the end customers are becoming increasingly sophisticated and products are increasingly customized. This is often guided by a channel partner (value-add reseller, VARs) because they are closer. The needs of the customer (Kalyanam and Brar 2009).
Effectively managing partner relationships is essential for the good performance of partners, resellers and suppliers. But what is effectively managing the afghanistan phone number library partner channel? Going through the pipeline and possible deals is not seen as valuable or value adding by many parties.
More trust, less fulfillment
Research by Storey and Kocabasoglu-Hillmer (2013) shows that the relational aspects between the ICT supplier and its partners contribute to third generation of computer trust. Not really surprising! However, what is surprising is that an increase in fulfilment (capability) within the partner relationship management seems to decrease the commitment of the partner. End customers also become less satisfied as a result.
Affective vs. Calculative Effectively managing
Commitment is seen as an important characteristic of business relationships. 1995, Geyskens, Steenkamp et al. 1996, de Ruyter, Moorman et al. 2001).
De Ruyter, Moorman et al. (2001) describe affective commitment as the extent to which buyers state that it is pleasant to work with the supplier in question and that this is the reason why they continue to buy from that particular supplier. In contrast, the definition of calculative commitment is the search engine optimization mails extent to which an exchange partner sees the necessity of the relationship. “As a partner, you do not simply add other products in the Enterprise segment. You simply lose 4 to 5 people for a month.”
