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Technology supplier search engine Conjungo has been launched
I was recently discussing with a friend of mine the development of Conjungo on the basis that he was looking for a company to develop a new idea for a portal.

In so doing, he asked a question that I know a lot of non-IT people ask: why do the vendors or manufacturers of technology work via the channel community – surely they lose margins and don’t have the vital contact with their end users?

It’s a good point and one which many in the technology community take for granted, but there are a number of reasons for this:

It is rare that an organisation is simply looking for a single product or piece of software. Invariably people look for a solution which, for example, may comprise of software and other elements that may be required. This might include some hardware, support, training, maintenance, and installation which would be impossible for a vendor to deliver simply because many vendors will have tens of thousands of end users (or more) and the resources required to do this would make it uneconomic. Channel partners tend to have expertise in particular fields of technology which could include, for example, ERP to a particular niche or industry type and as a result they know the precise business issues and have the ability to resolve them.

Channel partners tend to be part of their local business community and therefore are far closer to the potential end user than a vendor could ever be. As a result they are closer to the issues and problems that affect these smaller organisations and have a better understanding of them.

Channel partners know their customers best and as a result are not only able to provide a high level of service but also keep their customers abreast with developments which will be of value to them. In fact they act as a vital conduit for information.

Manufacturers would never have enough sales people and other resources to be able to satisfy demand, retain customers and deliver excellent service. Sure, there are a number of vendors that work directly with end users but this tends to be with major enterprises, who have tens of thousands of personnel and offices around the world, but even this model is changing.

Ultimately, the channel partners add significant value to both the end users and vendors alike. This has been recognised by most of the major manufacturers in recent years, and those that refused to do so are now recruiting new partners in order to tap in vital new markets.

Technology supplier search engine Conjungo has been launched to help ease search times for companies looking for suppliers of technologies. Conjungo is the only place online where technology vendors can list their entire channel in an easily searchable format. This helps buyers find local or specialist resellers. http://www.conjungo.com