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Channel Strategy
Make Your Channel Partner's Business Your Business
Debbie Depp
President
The Fenemore Group
When companies want to increase their market share without significantly
raising the cost of sales, they turn to channel partners as a sales
strategy. Establishing, enabling, and maintaining a distribution channel
can be tricky, but the potential rewards are very significant. An
effective distribution channel offers many benefits. However, an
understanding of how to make it work and what to avoid is essential. It
can be the key to expanding market share and finding new markets, or it
can be a disaster.
The Benefit To You
When channel partners
know that you have made their business your business, you have
collaborative relationships, which improve productivity, increase
revenue, add value, and cost effectively expand market share.
What We Do
One of the most
powerful strategies for improving sales performance and reducing channel
conflict is to rethink the relationships between telesales, field sales,
and channel partners to maximize the strengths of each. The compensation
plan needs to drive corporate goals, while integrating the objectives of
field sales and channel partners.
In addition to aligning the
organizational structure and modifying the compensation plan, if needed,
we will develop a channel map for field sales to create a unified
account management approach and a closed-loop system of communication.
It is important to remember that
channel partners do not create demand, they fulfill it. Therefore,
companies cannot ignore the basic tenet of channel management - support.
Comprehensive programs will be created to capture mindshare, create
loyalty, and measure the pulse of the end-user.
This sends a message to
your channel partners that you have thought about their needs,
understand their selling environment and are committed to their success.
We will work with management on how to measure performance and manage
the pipeline for consistent, predictable results. And we’ll develop the
tools to support field sales and enable channel partners to turn
relationships into revenue.
How We Do It
We will interview your
management team to understand your goals and objectives. Using a sales
and marketing audit, we will review a wide range of criteria to develop
a channel strategy relevant to your organization, so you achieve your
goals. These criteria may include: accessibility, flexibility,
responsiveness, pricing, documentation, product life cycle,
communication, demos/evaluations, recruitment, qualification,
certification, training, compensation, marketing and support programs,
lead generation and tracking, competition.
Numerous reinforcement
programs are available to further develop your field sales team's, as
well as channel partner's, skills and review their progress.
Create a win-win
channel strategy to supercharge growth!
For more information on
the Fenemore Group and how they can help you to coordinate direct and
indirect channel activities, please contact
Debbie Depp.
. . .
Comments on this article appreciated
Article Copyright 2002,
The Acelera Group. All rights reserved.
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"Successful channel partnerships are a two-way street. Both parties
must invest, and both must win."
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