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Introduction
If you make a product, you have two choices: sell it yourself, or get someone else to sell it for you.
If you choose the second option—using dealers, distributors, or franchisees—congratulations, you are now doing channel management.
But "what is channel management" in the real world? It isn't just signing contracts. It is about keeping hundreds of independent partners happy, educated and motivated to sell your stuff instead of the competition's.
It is a tough job. But IRIS Strategic Marketing Support (IRIS) makes it easier. With GearBox® by IRIS, you can give your partners the tools they need to succeed without losing control of your brand.
The Definition of Channel Management
Channel management is the process of selecting, training and supporting the "middlemen" who get your product to the end customer.
Think of it as a team sport. You are the coach (the manufacturer), and your partners (distributors/retailers) are the players on the field. You can't play the game for them, but you have to give them the playbook and the equipment to win.
Who Are the "Channels"?
- Distributors: Wholesalers who buy in bulk and sell to smaller stores.
- Dealers/Retailers: The stores that sell directly to the public.
- Franchisees: Independent owners operating under your brand name (like a fast-food chain).
- VARs (Value-Added Resellers): Tech companies that bundle your software with their services.
Why Channel Management Is So Difficult
Managing your own employees is hard enough. Managing people who don't work for you is even harder.
1. The Communication Gap
You send an email about a new product launch. Did the sales reps at the dealership read it? Probably not. Information gets lost easily in a long channel.
2. Brand Dilution
You spent millions designing your logo. Then a local dealer stretches it, changes the color and puts it on a low-quality flyer. Bad channel management hurts your brand image.
3. Conflict of Interest
Your partners likely sell products from your competitors too. If your ordering process is hard, they will just sell the other guy's product because it's easier.
How GearBox® Solves the Channel Puzzle
GearBox® by IRIS acts as the central hub for your entire network. It replaces the chaos of emails and phone calls with a streamlined portal.
- Self-Service Marketing: Partners can log in and order brochures, samples or signage on their own. They don't have to wait for you to send it.
- Education and Training: You can host training materials right in the platform so reps know how to sell your product.
- Co-Op Fund Management: If you give partners money to advertise, GearBox® tracks every penny to make sure it is used correctly.
- Customization: Let partners add their local address to a flyer, but lock the rest of the design so they can't mess it up.
Use Case: Fiberon Connects with Dealers and Contractors
Fiberon manufactures composite decking, but they don't sell it directly to homeowners. They rely on a complex network of distributors and dealers.
They struggled with disparate systems that made it hard to support their partners. They needed a better answer to the question "what is channel management?"
They turned to GearBox® by IRIS to build a unified partner portal.
With the platform, they:
- Created a "one-stop-shop" for dealers to get marketing assets
- Streamlined their warranty registration process (a key part of the channel relationship)
- Gave their team visibility into what resources dealers were using
- Reduced program costs by cutting out administrative waste
Conclusion
So, what is channel management? It is the difference between having a network that sells for you and a network that ignores you.
To win in the channel, you have to be the easiest company to do business with. GearBox® by IRIS provides the smooth experience your partners crave and the control your brand needs.
Talk to IRIS to build a better channel strategy.
