Summary
Suppliers seeking to drive sales through value-added resellers (VARs) must employ a low-touch, one-to-many model. Suppliers can directly support a large quantity of VARs or support this type of partner via a two-tier model leveraging distributors. An effective coverage model, led by a competent partner manager, is key to delivering the right support structure when engaging VARs. In this report, the fourth in a series on coverage models for various partner types, we present a coverage model and key competencies for suppliers seeking to optimize the management of value-added resellers (VARs).
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