Channel management is one of the newest and by far most challenging growth
areas for the modern telco. Telecommunication has quickly become an industry that
is dependent, in no small part, on its ability to create, manage, and motivate the
activities of its channels and partner organizations.
Few telco managers imagined, when the first channel agreements were put
in place, that they would grow so large and become so complex and critical so quickly.
As as result, many telcos now find themselves struggling with too many different
channels and no good means to direct their activities.
Managers are desperate for a framework to analyze channel activity, impose
better monitoring and control mechanisms over channels, and to be able to answer
tough questions such as:
Which channel is delivering the best value customers?
What is the cost per customer vs value of customer ratio for each channel?
Are there other channel options that will make better economic or value
How do I figure out what kinds of promotions and compensations plans
to use on each channel?
Channel Management Systems are developed to help answer these kinds of