These perceptions of what networking and networking tools are and what they should be used for obscures their immense value in business applications—especially within the channel. We can, in fact, learn a lot from the idea of having a connected network that fully takes advantage of technology and is not just a tool for personal use. Looked at through the right lens this very concept can be transformative in the way it can streamline operations, enhance visibility, and significantly improve the way that vendors and resellers communicate.
Edward Norton has a reputation for being a prickly character, but he was right on the ball when he observed that we could be using these ideas behind networks better
Instead of telling the world what you’re eating for breakfast, you can use social networking to do something that’s meaningful.
And when you think about it, the channel does seem to be the ideal platform for networked systems. Resellers work with multiple vendors, and vendors often collaborate with one another to offer integrated solutions. It’s exactly the same as the tangled web that make up most of our personal networks.
Yet, despite this natural fit, too often processes remain fragmented and repetitive. Actually working with each vendor requires similar steps, duplicating effort without adding value.
What if there was a better approach, through the right networking approach?
What we envision is a well-designed network that provides every stakeholder with leverage, consolidating interfaces and creating a streamlined, one-to-many experience. Or, in simple terms, imagine a channel ecosystem where collaboration, rather than complexity, defines operations. The power of interconnected systems can turn this vision into reality.
Metcalfe’s Law states that the value of a network increases exponentially with the number of connected users. This underscores the opportunity. What it means in action is that vendors managing a growing network of partners, and resellers juggling an expanding portfolio of vendors, would benefit from a deal registration network effect that simplifies operations while delivers full visibility into the opportunity pipeline.
It means benefits for all
There are substantial advantages to taking this approach:
For Resellers
Reporting becomes seamless, with aggregated insights across all vendors, enabling a unified view of opportunities and performance.
For Vendors
Familiar systems, like Salesforce, maintain management and reporting capabilities, offering complete visibility into both partner-driven and direct sales leads.
As adoption increases, historical data evolves into actionable insights, driving real engagement and strengthening vendor-reseller relationships.
By leveraging the network effect, the channel can transition from disjointed processes to a cohesive, interconnected system. This shift unlocks efficiency, scalability, and collaboration, transforming the way vendors and resellers work together.
