Working with channel partners: driving productivity and profitability together

Why is a company of ABB’s size engaging with third-party channel partners, you might ask? Why not simply deal with all end customers directly? Here is why.

‘Collaboration’ may remain one of those clichéd phrases but ‘working together’ to address current market needs and trends will never be out of favor. At ABB, we’re witnessing an ongoing cultural shift in industrial markets and are empowering our divisions and partners to meet some diverse customer demands. One of the ways we are responding is by engaging with third-party channel partners.

Simply put, with modern, dynamic demands in certain markets it often makes sense to work with third-party channel partners including local system integrators, distributors and original equipment manufacturers (OEMs) because they are closer to customer operations. It enables us to expand our services in some remote corners of the world and helps our channel partners to use their business expertise while unleashing enormous value for end customers. Plus, we are learning together and building stronger relationships.

Paving the way for long-standing business opportunities for all stakeholders

With ABB’s market position and state-of-the-art automation and electrification solutions, we have been able to work with various channel partners, particularly in process industries. We can use Finland as a recent example, where one success captures the process of bringing in new projects through local channel partners.

In January 2021, we began discussions on a couple of possible projects with our third-party channel partner. Within only six months we have been able to translate our collaboration into a significant contract win. The project showed us that identifying mutual success factors can not only boost profit margins but pave the way for long-standing business opportunities for all stakeholders, including ABB, the channel partner and the end customer. 

As a part of the project, we will be supplying automation and software products to the energy and water treatment segments.

Several levels of partnership with matching requirements

We are establishing that higher channel partner collaboration can bring new business opportunities within quicker timeframes and benefit all stakeholders. With ABB’s portfolio of automation and digital solutions, both new and existing customers can increase productivity and improve system availability with a significant reduction in maintenance costs and greenhouse gas emissions.

Customers can choose the most suitable channel partner to deal with their specific needs. ABB’s channel partners are regularly trained, fully supported and periodically assessed on the ABB offering they specialize in to ensure customer expectations are met. Also, ABB’s channel partner network includes several levels of partnership with matching requirements. At the top are the ABB Value Providers, ABB’s most intimate channel partners, authorized to the highest level and with a proven track record. These partners bear the ABB Value Provider label.

Grow your business together with ABB

Become ABB channel partner to sell, assemble, engineer, install or service our wide range of power and automation products.

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About the author

Jukka Träskbäck

Jukka Träskbäck is Head of System and Service Sales for Process Industries in Finland. Together with colleagues around the world, he is driving ABB’s multi-channel sales strategy and expanding the channel partner network. Jukka joined ABB in 1999 before working with a wide range of technology firms. During his career he has held various positions in engineering, sales and account management.
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