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Partner Portal: Knowing the Distribution Channels

This document is about keeping in mind the important information of various channels and their roles and what make up most of the channel clouds.

Keeping a partner portal streamlined requires knowledge of the various channels and their roles. Know these important parts that make up most channel clouds.


Big box reseller – They are middlemen that are more interested in moving bulk volume rather than offering special services. Home Depot and Wal-Mart are good examples of this. Master distributor – They are the type of distributors that purchase enough supplies for small scale dealers. Buying group – These are companies that purchase by bulk from the manufacturer or from a distributor. They are loose affiliates and possibly coops. They buy in bulk in order to get the bulk discounts. Channel – A general term. These are companies that are occupied with sales and moving services and products towards the end user. They are sometimes referred to as the marketing or distribution partners. Also alternatively: sales network, sales channel, and channel clouds. Broker – These entities or people are the super middlemen who negotiate deals, partnerships, and sales between companies. They are independent sales force usually for consumer products full of network contacts. Independent representative – These are companies that give sales services so that manufacturers will gain local market access sans the big problem of


needing a title or even retaining stock supplies of the product. They are also called manufacturer’s agent, broker, or representative. There are also consumer representatives who headline competing goods and services as well as industrial representatives who are more attuned to headlining products that go along together. Dealer – A reseller who is most often given the authority by vendors to give customer support as well. They are independent companies which are usually involved in industries such as heavy equipment and automobiles. Export management company – These are the groups of independent sales agencies or brokers who work internationally. Therefore, they especially need to keep in touch with the vendor through partner portal support. Franchisee – Franchisees are companies that are bequeathed with the license to market another company’s services or goods in a specified region only. They have branded privileges as well as fees. The ever ubiquitous fast food chains are a prime example of this. Catalog house – These are groups that purchase a specific line of product. However, they do purchase specifically from catalogs, both online and printed.


General line distributor – They are an organization that buys and resells an extensive range of different products. General line distributors usually have stock houses where products remain before they are sold to resellers or end users themselves. Hybrid Channel – This is type of channel diverges from the traditional kind since it is an amalgamation of different types of functions such as installation, fulfillment, repair, and the like. These companies specialize on such processes and services. Specifiers – These are entities that have a specific influence on the flow of the goods through the network since they specify opportunities. Designers, architects, and engineers are part of this group. Integrators – They are companies that give consultation services to the end user. Jobber – Jobbers are wholesalers providing limited services such as shelving, financing, delivery, etc. They are definitely part of most partner portal.

Partner Portal: Knowing the Distribution Channels

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Partner Portal - Knowing the Distribution Channels