Planning Successful Channel Advisory Boards

Channel advisory boards (CABs) can be an important component of a bidirectional partner communication strategy that helps to build a best-in-class channel program; they also offer a way for suppliers to stay ahead in an overcrowded channel. Difficulties in obtaining useful and timely feedback from channel partners about a new strategy or program include some partners’ desire to focus only on their own priorities, problems, and customer issues; while, others may object they’re too busy to complete survey forms. In this report, we will review guidelines for creating a channel advisory board (CAB) to gather representative feedback from partners and forge strong channel relationships.