Partner Portal Solution for Start Ups and Multinationals
Partner portal strategies were developed in order to address the continued globalization of big and small industries. What is a partner portal, exactly and how do companies utilize this tool?
Partner portal are usually web-based applications. They are separate modules integrated with the company’s official website to serve as a platform where vendors and their channel partners communicate and interact. Partners register to use the application. They log in and create customer databases, register leads, access marketing information, generate sales reports, etc. This is the hub of sales activities for channel partners.
partner channel
Initially, smaller manufacturing companies are the niche markets who use the technology in order to compete with their leading competitors which are the multinational companies. The portal allows them to recruit partners from anywhere in the world because of the ease in communication wherein travel is rendered unnecessary in transactions. Multinationals have now joined the bandwagon and they encourage their existing channel partners to register in their portals.
There are some detractors that argue the necessity of partner portals. One argument is that there is a lack of control from vendors or parent companies over their partners. The information disseminated through the portal is not enough for resellers to close deals. This is easily remedied because the portal is highly customizable. And in sales of high value or sales for vertical markets, the portal is, of course, not enough. Training is still necessary but it does not mean that the portal does not help. The lead registry function alone increases productivity and decrease conflict. This is companies turn to this technology to increase their revenue by streamlining their sales processes.
Another argument is that the technology is just another drain on the company’s coffers and that the return on investment will not justify the cost. The web based application is indeed a significant investment especially for start up businesses. But in the long run, the portal will save the company a lot of head aches when it comes to conflict and will expand their reach because they can hire partners from around the globe.
