Channel Management

 

Business Condition

The selection of an appropriate route to the customer base is often more important than the 3Ps of marketing - price, product and promotion. If your human and financial assets are not targeted precisely, the best theoretical product offering will never be seen by key buying influence. The choice of a marketing channel and the support of that effort will in most cases determine the success of a business proposition. Before a venture can begin to gain market share, it must have a well-defined route to those customers whose purchases are most critical to the strategic objectives of your investment.

 

Seminar Overview

The Channel Marketing Strategy seminar is a customizable curriculum which will focus development activities on the issues that are critical for marketing success. The seminar uses a building block approach to help participants structure their thoughts and actions toward a stable market channel. Foundation elements define the optimal combination of channel flows to the marketplace. Exercises and workshops are designed to help participants develop individual plans and conviction associated with those plans. Follow-up tools and behaviors are provided.

 

Seminar Topics

Market Channel Selection

The seminar defines the key characteristics of various routes to market. Resources considerations and management tendencies are examined. Cost analysis tools are available.

 

Channel Operations Best Practices

Best practices are examined associated with revenue potential determination, channel partner selection, policy / contractual considerations and evaluation of selling process effectiveness.

 

Legal Issues Associated With Channel Management

A practical review of the applicable sections of the antitrust laws is conducted from a marketing perspective. Effective methods of managing channel element within these laws are shown.

 

Channel Partner Motivation Strategy and Tactics

Working with channel partners requires different skill sets than direct selling. This section analyzes the role of the field representative in joint sales activities, key business performance parameters, incentive programs and partner feedback systems.