Magazine article CRM Magazine

Samsung's Partner Portal Delivers a 30 Percent Sales Increase

Magazine article CRM Magazine

Samsung's Partner Portal Delivers a 30 Percent Sales Increase

Article excerpt

Keeping in touch with a partner network of more than 110,000 resellers can be daunting. That was the situation facing Samsung Electronics America's Digital Information Technology Division (DITD) before launching its partner relationship management (PRM) initiative.

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Samsung DITD wanted to more closely manage its relationships with resellers and distributors, so in 2000 decided a partner portal was the best way to do so, says Helman Lukito, marketing manager of Samsung Electronics America DITD.

"PRM as a concept was just coming up at the time, and we thought the technology offered by Allegis (now part of Click Commerce) was the best," Lukito says. "The management really believed in our vision for a PRM strategy and helped us follow through. Just knowing who your partners are is half the battle, and the Click Commerce portal allows us to not only identify our partners, but also to create a more personalized relationship with each of them."

Since its launch the portal has enabled the Samsung DITD to efficiently reorganize its sales team, create incentive programs for partners that yield the best sales and profitability, and develop elite marketing programs. Today, the Click Commerce--based portal provides catalog information and tools regarding promotions, campaigns, and special pricing to more than 13,000 indirect resellers, distributors, and field sales representatives.

"During the economic downturn when everyone was turning to direct sales, we stuck with our partner model. …

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