Channel Programs

Distributors are a critical growth lever for ICT vendors operating globally, a region defined by dozens of languages, currencies, and regulatory regimes. They aggregate demand across hundreds of local resellers, giving vendors immediate scale and reach that would be prohibitively expensive to build direct. Beyond pure logistics, top-tier distributors provide credit facilities, currency hedging, and inventory management—services that smooth cash flow and reduce risk for both vendor and partner. Their value-added teams deliver technical training, solution design, and pre-sales support that accelerate adoption of complex technologies such as AutoID, cybersecurity, and unified communications. Distributors also run targeted marketing campaigns, vertical-specific enablement programs, and compliance guidance to help vendors land in niche markets faster. Together, these capabilities turn distributors into indispensable catalysts for revenue growth and customer satisfaction across the global landscape.

For ICT vendors, a well-structured channel program transforms the distributor relationship from simple fulfilment into a strategic growth engine. Effective programs begin with rigorous reseller onboarding delivered through the distributor, equipping partners with the technical expertise and sales confidence to advocate for the solution. Tiered rebates and incentive schemes keep the portfolio front-of-mind, rewarding distributors for incremental revenue, new-logo wins, and high-value product mix. Joint marketing funds and co-branded campaigns extend reach by pairing the vendor’s messaging with the distributor’s local market insight. Deal-registration and special-bid pricing frameworks protect margins and minimise channel conflict while enabling distributors to win competitive opportunities. Embedded enablement—such as training, demo gear, and pre-sales engineering—accelerates adoption of complex technologies and shortens sales cycles. When these elements are woven into a coherent whole, vendors and distributors share clear goals and incentives, creating a scalable, sustainable path to mutual profitability.

Through a structured engagement we analyse your existing channel landscape, identify opportunities for differentiation, and co-create a comprehensive program that scales your market footprint without sacrificing margin. Our specialists map the entire partner journey—from recruitment and onboarding through enablement, incentives, and lifecycle management—so every touchpoint drives revenue, elevates partner profitability, and results in a standout customer experience. We then support rollout, performance tracking, and continuous optimisation, ensuring the program adapts to market shifts and keeps you ahead of competitors.

Our distribution-program advisory practice is led by Gramen’s founder, Jacek Murawski, a 35-year veteran of the ICT industry. Jacek has held senior roles at global innovators such as Cisco, SAP, Dell Technologies and Microsoft, guided niche leaders like Parallels and Odin, and gained a distributor’s perspective at Ingram Micro. This blend of vendor and distribution experience grounds the practical, results-driven guidance he offers our clients. Jacek holds an MBA from IMD Lausanne and an MSc in Software Development from the Technical University of Berlin. You can reach him at j.murawski@gramen.ch and explore his full profile on LinkedIn: linkedin.com/in/jacekmurawski/.