For Australian SMEs relying on reseller networks, channel conflict – where resellers compete for the same customers – can seriously erode profitability and damage brand reputation. A robust deal registration system is a crucial tool to minimise this, protecting both your direct sales efforts and those of your partners. It’s about creating a fair and predictable environment where everyone can thrive. We’ve seen firsthand how these systems, when implemented correctly, can unlock significant growth.
The core principle is simple: resellers register opportunities with you, and you protect that registration. But the systems themselves vary. Here are a few options commonly used in the Australian market, and what makes them effective:
- Partner Relationship Management (PRM) Platforms: These are the most comprehensive solutions. Platforms like ConnectWise Sell, Alludo (formerly Ingram Micro Cloud), and Brightstar offer dedicated deal registration modules alongside broader partner management features. They provide visibility, automated workflows, and dispute resolution processes. While an investment, they’re ideal for businesses with established reseller programs.
- CRM Integration: If you already use a Customer Relationship Management system like Salesforce or HubSpot, explore its partner management capabilities. Many CRMs allow you to create custom deal registration forms and workflows, linking opportunities directly to specific resellers. This keeps everything within your existing systems, simplifying administration.
- Dedicated Deal Registration Portals: Some vendors offer standalone portals specifically for deal registration. These are often simpler and more cost-effective than full PRM systems, suitable for SMEs starting to formalise their channel programs. Look for portals that integrate with your CRM for seamless data transfer.
Beyond the technology, successful deal registration relies on clear rules of engagement. We recommend defining specific criteria for registration approval – opportunity size, stage in the sales cycle, and reseller performance are all relevant factors. Equally important is a transparent dispute resolution process. Resellers need to know how conflicts will be handled fairly and efficiently. A well-defined process builds trust and encourages participation.
Don’t underestimate the importance of communication. Regularly remind resellers about the deal registration process and its benefits. Highlight success stories where deal registration protected their opportunities. Investing in a system and actively promoting it will pay dividends in a more collaborative and profitable channel network. To get started, analyse your current channel structure and identify the level of complexity you need to manage. Then, explore the options outlined above to find the best fit for your business.
