How are the channel members managed and motivated, once they are selected?

These days channel members are being accepted by companies as their partners. The intermediaries are even being asked to integrate their business with the companies which results in lesser costs, greater efficiency and improved customer service. Corporates like Airtel are adopting PRM (Partner relationship management) software to give that added advantage to their supply chain. They organise rewards and recognition programs for their channel partners and also organise proper channels though which partners can vent any of their grievances relating to payments, violation of codes etc.