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Channel Conflict: A Complete Guide
channeltivity.com
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What is Channel Conflict? “Channel conflict happens when multiple distribution channels compete with each other for sales.” Channel conflict can happen in a few different ways:
Say “channel conflict” to a partner leader, and you’ll send shivers down their spine. “Two different partners start working the same deal.” Though channel conflict is inescapable, there are ways to minimize it. And when you do have to address the elephant in the room, you want to be the vendor that partners remember as fair, honest, and even creative.
Say “channel conflict” to a partner leader, and you’ll send shivers down their spine. “A potential customer wants to work with a different partner than the one you’ve already pulled into an opportunity.” Though channel conflict is inescapable, there are ways to minimize it. And when you do have to address the elephant in the room, you want to be the vendor that partners remember as fair, honest, and even creative.
Say “channel conflict” to a partner leader, and you’ll send shivers down their spine. “A customer wants to go direct with you.” Though channel conflict is inescapable, there are ways to minimize it. And when you do have to address the elephant in the room, you want to be the vendor that partners remember as fair, honest, and even creative.
What is Channel Conflict? “this causes friction between all parties involved and can undermine everyone’s business objectives — including your end customers’.” Channel conflict can happen in a few different ways:
It’s one of the most stressful situations to be in and happens more often than you think. Two different partners start working the same deal. A potential customer wants to work with a different partner than the one you’ve already pulled into an opportunity. A customer wants to go direct with you. “you want to be the vendor that partners remember as fair, honest, and even creative.” Below, we share more about the types of channel conflict you may find yourself in, how to avoid those situations, and strategies to overcome conflict when it inevitably arises — with advice and anecdotes from partner experts weaved in.
It’s one of the most stressful situations to be in and happens more often than you think. Two different partners start working the same deal. A potential customer wants to work with a different partner than the one you’ve already pulled into an opportunity. A customer wants to go direct with you. “Though channel conflict is inescapable, there are ways to minimize it.” Below, we share more about the types of channel conflict you may find yourself in, how to avoid those situations, and strategies to overcome conflict when it inevitably arises — with advice and anecdotes from partner experts weaved in.
What about noting the competition involved in the deal? “How long is the registration theirs before another partner can register the same deal?” Some PRMs, like Channeltivity, let you build these conditions into the process with:
You may not associate lead distribution with channel conflict, but it can happen. “I knew of a situation where the sales rep at a company had a great relationship with a specific partner and sent all leads their way,” ”Eventually, the company found out, and the employee was fired. While the rep shouldn’t have been doing that, the company also shouldn’t have opened the door to that kind of conflict.”
Giving any partner preferential treatment (unless you’ve specified how you’re doing it in your tiering standards) is a recipe for channel disaster. Every time a partner joins your program, the experience should be the same, from reviewing their role in the sales process to showing them where to find product information to explaining how to submit deals. “Write a standard operating procedure to keep the process consistent.” An invite to a one-on-one meeting with their partner manager, who runs through the same presentation for every partner under their purview. You might also consider filling out a joint business plan to solidify your goals for the relationship.
3. Standardize Your Onboarding Process “Every time a partner joins your program, the experience should be the same, from reviewing their role in the sales process to showing them where to find product information to explaining how to submit deals.” Write a standard operating procedure to keep the process consistent. At a high level, a partner joining your program should trigger:
Write a standard operating procedure to keep the process consistent. At a high level, a partner joining your program should trigger: “An invite to a one-on-one meeting with their partner manager, who runs through the same presentation for every partner under their purview.” An invite to your partner portal. Make sure they have the same permissions as every other partner in their category and tier. Create a video to show them around the portal, pointing them to training courses, marketing assets, and deal, lead, and referral rules.
An invite to a one-on-one meeting with their partner manager, who runs through the same presentation for every partner under their purview. You might also consider filling out a joint business plan to solidify your goals for the relationship. “Create a video to show them around the portal, pointing them to training courses, marketing assets, and deal, lead, and referral rules.” Enrollment in ongoing email marketing sequences to remind them of perks, SPIFFs, and channel co-marketing opportunities to increase partner engagement.
What makes a qualified referral — maybe it’s only new prospects, or you have other specific qualification criteria. “How the partner will be compensated and when.” Exceptions to the Rules