It seems every five years or so there is a buzz in the channel about a new
way to engage your channel partners, communicate with them more effectively
and "stay top of mind". In the last two years, mobile apps for your channel
have been the latest fad. But the reality is falling short of the promise.
Downloads of vendor branded mobile apps are low and utilization is even
lower. Why? And why is building a branded mobile PRM application a bad idea?
1. Build it and they will come...
We can't all be Kevin Costner in Field of Dreams. The rest of us need to test
our ideas and leave some things on the cutting room floor.
Of course if you asked a partner, "would you like us to make you a mobile
application.", they will say yes. If that is the depth of your market
research you should be fired. Or made to watch a 24 hour Dances with Wolves
marathon like I did while my wife wa... (more)
Technology can do amazing things, but we’re still a long way from a program
that can design and optimize a human work process. This is important to keep
this in mind as you shop CRM or Partner Relationship Management (PRM)
solutions. Too often people forget to first outline the source of their
channel challenges, fall into the trap of unrealistic expectations, and
implement software that only serves to automate the inefficiencies they’re
trying to correct.
The fact is that at first, the process of initiating new channel management
systems sometimes makes things more difficult. I... (more)