Some things in technology are easy to predict (just by looking at what’s already happened).
Let’s consider our personal lives. In a very short period of time, a huge proportion of our time is now spent engaging digitally.
Whether or not it’s updating social platforms like facebook, creating content on blogs, photos on Instagram or making plans on travel sites all of a sudden we are all operators and creators of digital content. How did that happen?
And our working lives? People are now hired on the back of digital engagement. Marketers who know HubSpot, social media experts on Oktopost, everyone on Slack and any number of other of SaaS applications that have changed the way we do business in so many ways.
But what about our channel lives?
Our channel partners (who we rely on sometimes for 100% of our revenue) use websites that they are forced to engage with only when they really need something - often interacting with 10 or more vendors who all provide a different interface and set of functions. Almost always these portals are limited in value, poorly designed and never error free.
And our channel managers?
Lost somewhere in the gap that exists between the partner portal and CRM, working on email and spreadsheets with no visibility even of the portal their partners are using. Who ever hired a Channel Account Manager based on the great software they would be given to do their job?
This will change. The future of channel success will depend on digital technology that better serves our business partners, connects everyone in the conversation and provides flawless functionality that works out of the box (and works the same way at every company).
The good news - this technology is already here. Webinfinity is changing the channel landscape through a whole new approach to the problem of digital partner engagement. The era of the partner portal is over - now is the time to start using digital technology to change the channel game. It will happen, now it’s just a question of who gets there first!