Partner Relationship Management

Computer Market Research (CMR): The Ultimate Channel Management Compendium

PART 1

Table of Contents for Part 1

Introduction to Channel Management

The Evolution of Channel Management

About Computer Market Research (CMR)

CMR’s Founding Story and Early Years

CMR’s Mission, Vision, and Values

The Importance of Channel Management in Modern Business

Key Channel Management Concepts

Types of Channel Partners

Direct vs. Indirect Sales: A Comparative Analysis

The Channel Management Lifecycle

The Role of Data in Channel Success

Common Channel Management Challenges

The Value of Channel Automation

CMR’s Approach to Channel Management

Preview: What’s Ahead in This Guide

1. Introduction to Channel Management

Channel management is the art and science of building, nurturing, and optimizing relationships between a company and the third-party organizations that sell, distribute, or support its products and services. In today’s interconnected world, no technology company can succeed alone. Whether you’re a software vendor, hardware manufacturer, cloud provider, or service innovator, your ability to reach customers depends on the strength and sophistication of your channel strategy.

Channel management is not just about signing up resellers or distributors. It’s about creating a vibrant ecosystem where every partner is empowered, motivated, and aligned with your business goals. It’s about providing the right tools, incentives, and support so that your partners can thrive-and, in turn, help your business grow.

2. The Evolution of Channel Management

The concept of channel management has evolved dramatically over the past fifty years. In the early days of technology, vendors relied on direct sales teams and a handful of trusted distributors. As markets globalized and products diversified, the need for more sophisticated partner networks became clear.

1970s-1980s:

Channel management was largely manual.

Vendors tracked partners with spreadsheets, phone calls, and paper files.

Relationships were personal, but scalability was limited.

1990s:

The rise of the internet enabled web-based partner portals and online reporting.

Vendors began to segment partners by type, region, and performance.

The first incentive and MDF (Market Development Funds) programs emerged.

2000s:

Globalization drove the need for multi-tier, multi-region channel programs.

Vendors invested in automation, analytics, and integration with CRM/ERP systems.

Compliance and audit requirements increased.

2010s-Present:

Cloud computing, AI, and big data transformed channel management.

Vendors now offer self-service portals, real-time analytics, and predictive insights.

The focus shifted from transactions to partner enablement, engagement, and ecosystem orchestration.

3. About Computer Market Research (CMR)

Computer Market Research (CMR) is a global leader in channel management automation. Since 1984, CMR has helped technology companies of all sizes build, manage, and optimize their partner programs. Headquartered in Las Vegas, Nevada, CMR serves clients across North America, Europe, Asia-Pacific, and beyond.

CMR’s cloud-based solutions are trusted by Fortune 500 companies, mid-market innovators, and fast-growing startups. Our mission is to empower vendors and their partners with the tools, data, and insights needed to achieve channel excellence.

4. CMR’s Founding Story and Early Years

CMR was founded by Del Heles, a visionary entrepreneur who recognized the untapped potential of channel data. In the early 1980s, Del saw that most technology vendors were flying blind-relying on anecdotal reports, incomplete spreadsheets, and gut instinct to manage their partner networks.

Determined to bring rigor and innovation to the field, Del launched CMR in San Diego, California. The company’s first offerings included custom data collection systems and manual reporting services. As the industry evolved, CMR led the way in developing web-based tools, automated analytics, and scalable partner management platforms.

By the 1990s, CMR had become a trusted partner to leading technology manufacturers, helping them navigate the complexities of global distribution, compliance, and partner engagement.

5. CMR’s Mission, Vision, and Values

Mission:To deliver secure, scalable, and innovative channel management solutions that drive growth, efficiency, and partner engagement for technology companies worldwide.

Vision:To be the world’s most trusted provider of channel automation, recognized for our commitment to client success, technological excellence, and industry leadership.

Core Values:

Integrity: We act with honesty and transparency in all we do.

Innovation: We continuously seek new ways to solve channel challenges.

Customer Focus: Our clients’ success is our top priority.

Accountability: We take responsibility for our results and commitments.

Collaboration: We believe in the power of teamwork, both internally and with our clients.

Diversity: We value diverse perspectives and inclusive practices.

6. The Importance of Channel Management in Modern Business

Channel management is a strategic imperative for technology companies. Here’s why:

Market Reach: Partners extend your sales force, enabling you to reach new markets, industries, and customer segments.

Scalability: Channel programs allow you to grow revenue without proportional increases in headcount or infrastructure.

Expertise: Partners bring local knowledge, technical skills, and customer relationships that vendors may lack.

Cost Efficiency: Indirect sales are often more cost-effective than building and maintaining large direct sales teams.

Innovation: Partners drive innovation by delivering complementary services, integrations, and value-added solutions.

Risk Mitigation: Diversifying your go-to-market strategy reduces dependence on any single channel or customer.

7. Key Channel Management Concepts

Partner Program: The structured set of benefits, requirements, and incentives offered to channel partners.

Deal Registration: The process by which partners claim opportunities, ensuring credit and protection from channel conflict.

Market Development Funds (MDF): Financial resources allocated to partners for joint marketing activities.

Rebates and Spiffs: Incentive payments for achieving sales targets or promoting specific products.

Partner Tiers: Levels (e.g., Silver, Gold, Platinum) that reflect partner commitment and performance.

Enablement: Training, resources, and support provided to help partners succeed.

Compliance: Adherence to program rules, legal requirements, and ethical standards.

Channel Conflict: Competition between partners or between direct and indirect sales teams for the same customer or deal.

8. Types of Channel Partners

Channel partners come in many forms, each with unique strengths and roles:

Distributors: Aggregate products from multiple vendors and resell to resellers or end customers.

Resellers: Sell products and services directly to end customers, often adding value through integration or support.

Value-Added Resellers (VARs): Enhance products with additional services, customization, or bundled solutions.

System Integrators: Design and implement complex solutions involving hardware, software, and services.

Managed Service Providers (MSPs): Deliver ongoing IT services, often on a subscription basis.

Consultants: Provide strategic advice, implementation, and support for technology solutions.

Agents: Represent vendors in specific markets, earning commissions for closed deals.

OEM Partners: Integrate vendor products into their own offerings, often under private label.

9. Direct vs. Indirect Sales: A Comparative Analysis

Direct Sales:

Vendor sells directly to the end customer.

Greater control over pricing, messaging, and customer experience.

Higher cost of sales, limited scalability.

Indirect Sales (Channel):

Vendor sells through partners (distributors, resellers, etc.).

Broader market reach, lower cost of sales, access to partner expertise.

Less control over the sales process, potential for channel conflict.

Hybrid Models:Many companies use a mix of direct and indirect sales, balancing control and reach.

10. The Channel Management Lifecycle

Effective channel management follows a lifecycle approach:

Recruitment: Identify and attract the right partners.

Onboarding: Provide training, resources, and access to systems.

Enablement: Equip partners with tools, marketing materials, and support.

Engagement: Motivate partners with incentives, communication, and recognition.

Measurement: Track performance, compliance, and satisfaction.

Optimization: Refine program elements based on data and feedback.

Retention or Offboarding: Retain high performers, gracefully offboard underperformers.

11. The Role of Data in Channel Success

Data is the lifeblood of modern channel management. Accurate, timely data enables vendors to:

Identify top-performing partners.

Optimize incentive programs.

Reduce channel conflict.

Improve forecasting and inventory management.

Ensure compliance with regulatory requirements.

Make data-driven decisions for continuous improvement.

CMR’s solutions are designed to collect, validate, and analyze channel data from multiple sources, providing a single source of truth for decision-makers.

12. Common Channel Management Challenges

Partner Recruitment: Finding partners with the right skills, reach, and commitment.

Onboarding Complexity: Ensuring new partners ramp up quickly and efficiently.

Data Silos: Integrating data from multiple systems and sources.

Incentive Management: Designing programs that motivate partners without overspending.

Channel Conflict: Preventing disputes over deals, territories, or pricing.

Compliance: Meeting legal, regulatory, and program requirements.

Measuring ROI: Quantifying the impact of channel investments.

13. The Value of Channel Automation

Manual channel management is time-consuming, error-prone, and unsustainable at scale. Automation delivers:

Efficiency: Streamlined processes reduce administrative overhead.

Accuracy: Automated data validation and reporting minimize errors.