Channel Marketing Glossary

Glossary for channel related marketing and sales terminology

  • Agents
    Independent sales representatives who connect customers with the telecom services they need. Agents may deal directly with a service provider or serve as a sub-agent of a master agent.

  • Average Deal Size (ACV)
    A metric that represents the average amount of money that customers spend on a solution.

  • Telecom Carriers / Operators
    Companies that own the infrastructure of their internet and network offerings. They are full service providers that take care of all of a company's telecom needs.

  • Channel Account Manager (CAM)
    A CAM is responsible for developing and supporting channel partner relationships by enabling them with co-marketing content, distribution, and analytics.

  • Channel Management
    The implementation of a channel strategy, with an emphasis on recruiting partners, increasing partner adoption and ultimately improving profitability.

  • Channel Marketing
    The marketing process by which a vendor, in partnership with a reseller, drives sales revenue growth.

  • Channel Partner
    A channel partner is a company that partners with another organization (supplier) to market or sell their telecom services, products or technologies. The channel partner is part of a vendor's indirect sales force.

  • Channel Sales
    Indirect sales by a manufacturer or supplier to an end customer. Manufacturers will use the channel as a method of distribution in order to reach and sell to their market via channel partners.

  • Channel Strategy
    A marketing plan that establishes a partner sales network. A channel strategy is designed to maximize sales and profits for the vendor.

  • Content Marketing
    Publishing information to drive interest through various communications channels. For example blog posts, social media, slide presentations, white papers, etc.

  • Co-branded Marketing
    Multiple brand names functioning together on a product, web page or event, in effort to reduce costs, and increase marketing exposure.

  • Communications Services Provider (CSPs)
    A company that offers telephony and data services over landline or wireless networks.

  • Customer Relationship Management (CRM)
    Software that allows companies to manage all aspects of a business relationship with potential and current customers.

  • Dealer / Distributor
    A person or company that has authorization to distribute products or services on behalf of a manufacturer or supplier.

  • Demand Generation
    A strategy of marketing that creates interest and drives sales, including inbound as well as outbound marketing programs.

  • Embedded Access Apps
    A suite of integrated vendor and partner tools, embedded in one interface to facilitate collaboration.

  • Hardware Vendors
    A company that sell products and services to communication service providers such as fixed or mobile operators and enterprise customers.

  • Hosting Provider
    A company that sells a cloud-based platform, infrastructure, application, or storage services.

  • Incentive Management
    Planning and execution of partner incentive strategies.

  • Lead Distribution
    Evaluation, distribution and monitoring of leads to accelerate sales and optimize profits by matching leads with partners.

  • Lead Generation
    Initiation of consumer interest or enquiry into products or services of a business. A lead is the contact information of a prospect who is interested in a specific product or service.

  • Lead Nurturing
    Driving a lead from initial interest through the sales pipeline to a closed deal.

  • Lead Scoring
    The process of assigning a "score" to a lead based on their user behavior. For example, assigning points to someone for visiting a specific company web page.

  • Managed Service Provider (MSP)
    MSP's offer additional services on top of a vendor's product in exchange for a recurring fee.

  • Marketing Automation Platform (MAP)
    A platform or technology that automates intelligence, activities and workflows, for distribution via multiple online channels (i.e., email, social media, website, etc.).

  • Market Development Funds (MDF)
    Funds or credits given to dealers, distributors, VAR's and other channel partners to encourage their marketing activities and increase channel sales.

  • Original Equipment Manufacturer (OEM)
    A technology provider that distributes a product produced by another company under its own brand name.

  • Partner Adoption
    Initiatives designed to generate enthusiasm, drive registration and increase engagement with your channel partners.

  • Partner Enablement
    Tools, content, training, MDFs and other activities a vendor provides to accelerate sales and add value to the vendor-partner relationship.

  • Partner Portal
    A secure password protected section of a vendor's website that is designed for partner use.

  • Partner Relationship Management (PRM)
    n application-based process that allows organizations to manage channel partner relationships.

  • Partner Business Manager (PBM)
    Vendor representative responsible for channel business planning, partner relationships and through-channel marketing and sales.

  • Recurring Commission
    Sales commissions that are paid to an agent or partner on a regular basis, for example monthly or quarterly.

  • Sales Force Automation (SFA)
    Provides information, real-time tracking, lead distribution and sorting of contact lists by various criteria to nurture, drive and close sales leads.

  • Search Engine Optimization (SEO)
    The process of improving the quality and quantity of website traffic to a website from search engines. SEO targets organic, unpaid traffic rather than direct or paid traffic.

  • System Integrators
    Specialists who combine business processes into an integrated and more efficient solutions.

  • Shared Analytics
    Vendor /partner sharing of analytics related to marketing activities and results.

  • Supplier
    A business that provides a product or service to another entity. The role of a supplier is to provide high-quality products to a channel partner, distributor, retailer or end-customer.

  • Through-Partner Marketing
    Co-branded programs to the increasing share of vendor sales through channel networks. A collaborative model of channel marketing.

  • Value Added Reseller (VAR)
    An entity that enhances the value of a product that it resells as part of a package by adding complimentary features or services.