Managing Sales and Marketing Channels for Maximum Influence

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Channel Strategy Development

Client Concerns

Which channels most influence purchaser behavior?

What messages will resonate most strongly with those that influence purchase decisions?

How do we align channel partners and achieve corporate objectives while avoiding channel conflicts?

Our Process

Business-to-business marketing and sales channels are complex, much more complex than the typical manufacturer-distributor-retailer-consumer marketing channel.

End-users, distributors and dealers, independent reps, designers and engineers, specifiers, consultants, supply-chain partners, independent installers, trade organizations and shows, trade media, and industry experts are just a few of the players that make up complex B2B marketing channels.

A company’s channel partners are often independent businesses with their own objectives. As such, they don’t always implement your marketing programs or deliver your brand messages as desired. Knowing which channels have the strongest influence and being able to align those channels to your business strategy are often mission-critical factors. And never is this more true than when trying to reposition a company in the marketplace.

During channel strategy development, we identify key channels, new channels, or even overlooked channels that influence and impact sales or present sales opportunities. We identify the motivators that persuade and move each channel to action. We evaluate and assess each channel for its potential influence and ROI.

We develop a thorough understanding of channel dynamics and help clients devise and implement strategies that drive channel alignment and minimize perceived or actual channel conflicts (e.g., between a manufacturer seeking to increase direct sales and it’s distributors).

The result of the process is the development of channel-specific sales, marketing, and communication strategies—strategies that build successful companies with powerful brands.