Capture Critical Business Information About Your Indirect Channel

  • by Birgit Starmanns, Senior Director, Solution Marketing, EPM and Finance Solutions, SAP
  • January 15, 2008
Many companies use channel partners to ensure their products reach the end consumer. Find out how brand owners can model channel partners in SAP CRM, which provides them with the basis to make business decisions about these partners.
Key Concept

Brand owners are companies that manufacture and market particular products and product lines. To sell these products, they often enter into relationships with channel partners, such as distributors, dealers, resellers, and retailers. To best manage their channel partners, brand owners must collect as much information as possible about these partner companies and their performance. To do this, they model channel partners to understand who the partners are, their core competencies, where they are in the partner lifecycle, and how they fit into the brand owners’ overall ecosystem.

Birgit Starmanns

Birgit Starmanns is a senior director in solution marketing at SAP for EPM (Enterprise Performance Management) and Finance solutions. Birgit has more than 20 years of experience across solution marketing, solution management, strategic customer communities, and consulting. Her functional experience is in finance, including core SAP ERP and enterprise performance management, as well as customer relationship management, which has allowed her to focus on the integration of cross-functional business processes. Prior to joining SAP, she was a principal in management consulting organizations, redesigning business processes and implementing SAP R/3 and R/2 for numerous Fortune 500 and SME companies, with a focus on management accounting. Birgit holds a BA and an MBA from the College of William and Mary.

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