Manufacturer Milk Runs Not Bringing Any Value - Agree? Disagree?

Chris Peterson has a new post that shares 2 anecdotes talking about manufacturer RSM's 'milk runs', calling out the lack of value many of those visits have.

An RSM observed:

During that visit, he claimed that he’s become the highest paid and most glorified milk man in history. I chuckled, but he was serious. He felt as though he ran from partner to partner, dropping off the milk, but not really bringing any unique value.

While an integrator owner noted:

You know, if these manufacturers would stop popping in every time they’re in town, I’d have a lot more time. It’s not like they bring us anything – we’re just part of their milk run.

He then posts 4 recommendations for RSMs with perhaps most interestingly focusing on just the 20% of your channel partners ("The secret is to identify the top 20% and treat them differently. It’s not fair, but it’s effective.") and help them win specific end users.

So what do you think?

Integrators, are your RSMs helping you? Could they help more? RSMs, what do you think is the best approach?

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