In channel marketing programs, it is the primary responsibility of the channel manager or sales director to promote the sales activities and improve the relationship between the retailers and the channel partners. The latest channel marketing techniques are not easy to implement since they are full of challenges that both the groups must overcome. Channel management services like partner portal is an effective solution, but ultimately, the leadership skills of the channel manager is what will finally save the day.

In what way does the channel marketing scheme affect the consumers? One of the chief reasons why the vendors require channel partners is the efficiency of distribution of their items. The customers are not expected to purchase directly from the parent companies since it would raise the transportation and overhead costs. Channel partners offer a convenient location where the consumers can come to get their products/services.

A Partner portal is a remarkable channel management service. It is basically a web-based application that helps the parent companies to interact and collaborate effectively with channel members. It helps the parent company to work together with its partners and maintain an optimum business relationship with them. Before a partner portal became an important channel management service, different distribution channels were functioning to execute tasks like making telephone calls, faxing and email messaging. Though useful to some extent, these technologies did not promise quick results, accuracy and the highest level of efficiency. Thanks to the introduction of partner portals, now parent companies can instantly connect and communicate with their channel partners so that their channels can have their best performances.

How does a partner portal help in business process improvement? It urges the partners to offer authorized logon credentials so that they acquire real-time access to the application and enjoy the plethora of benefits it offers. It allows them to extract benefits from the different information, deal registrations, contacts and reseller programs that they would need to work efficiently for the channel. The parent company can easily enjoy the loyalty and devotion of their partners if they use the portals to maintain the business relationships.

The partner portal offers great transparency in channel management. The parent companies can quickly identify the domains that need modification and improvement. They can also recognize the partners that have the ability to come out as the greatest assets of the companies. Partners that offer appreciable performances equate to an efficient and successful distribution network. This indicates an increase in the businesses productivity and sales.

As already mentioned, there is a great transparency within the channel management, thanks to the partner portals. Performances, behavior and partner requirements are easily recognized and this helps managers to work accordingly and design the best channel management strategy. The portals integrate deal registration and prevent channel conflict.

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