Channels By The Numbers

Here are some simple things to keep in mind when managing your channel relationships:

• There are FOUR relationship principles: Mutual Commitment, Mutual Growth, Mutual Profitability, and Brand.
• There are THREE steps in selling to and through your channels: Sell Yourself, Sell Your Company, Sell The Product (in that order).
• There are THREE "Cs" in channel communications: Content, Consistency, and Calendar.
• There are THREE types of channel programs: Education, Motivation, and Celebration.
• There are FOUR "Rs" in Co-marketing: Recruitment, Return, Retention, and Referral.
• There are THREE stages of a channel lifecycle: Up & Comers, Steady-Eddies, and Faders (each require a different marketing approach).

By managing your channel numbers, you can make your product "bigger than the widget".