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CHANNEL
MANAGEMENT
It is not luck. It   is method.
What You’ll Learn:



         • What is the best channel strategy for your
         1
           objectives?
         • How to find and develop the right partners?
         2

         • Are your investments driving the right partner
         3
           behaviors?
         • Are you compelling verses your competition?
         4

         • How well is your team driving results?
         5
READY?
LET’S START BY DISPELLING SOME MYTHS.
FIRST
  Channel partners survive through
  relationships.
SECOND
Channel partners seek more than
technology from their vendors.
FINALLY
   Channel partners respond to
   vendor programs.
So   why exactly
             should you care?
Channel partners are how you
get your products and services to
market..
You can  influence the customer and
You can shape the offering presented.


But it’s the Channel Partner’s drive,
capabilities and skills that will determine whether
customers buy and how they will feel about you.
In other words…
YOU NEED THEM.
MORE THAN THEY NEED   YOU.
AND THAT CAN BE VERY SCARY.
VERY, VERY   SCARY!
DO YOU HAVE THE RIGHT CHANNEL PROGRAM?
WOULD YOU KNOW IF YOU DID?
OR WORSE,
     DID NOT?
YOU REALLY SHOULD KNOW.
SO WHAT CAN YOU DO?




       • Get clear on your strategy.
       1

       • Know who delivers value.
       2

       • Leverage your competitive assets.
       3

       • Invest to drive the right behaviors.
       4

       • Strengthen your team’s results.
       5
FIRST
  Know your goals.
SECOND
Know the capabilities of your
          channel partners.
FINALLY
   Understand if you’re driving the
   right behavior.
YOU NEED TO KNOW.
EVEN IF IT DOESN’T LOOK GOOD.
DON’T WORRY,
      IT USUALLY DOESN’T
                 LOOK GOOD.
LET’S GET TO KNOW

         WHETHER YOU   KNOW!
READY?
DO YOU KNOW THE BEST CHANNEL
 strategy FOR YOUR OBJECTIVES?
HAVE YOU MADE THE RIGHT CHOICES?




          Objectives   Strategies




            Value      Business
            Chain       Model
GIVEN YOUR STRATEGIC INTENTIONS


Customers served                                      Market expansion
Solutions offered                                     Product extension
                        Objectives   Strategies
Core Competencies                                  Customer acquisition
Competitive strengths                     Convergence & consolidation




Market economics                                  Managed relationships
Customer preferences      Value      Business                 Alliances
Scale and complexity      Chain       Model            Margin structure
Transaction control                          Programmatic capabilities
Do you have the right plan?
and it is working?
DO YOU KNOW HOW TO FIND AND DEVELOP
              THE   right partners?
Know who delivers value.
And who does not.
Only then can you manage your investment.
HAVING THE RIGHT ECOSYSTEM IS ESSENTIAL.
Coverage
Capability
Commitment
Capacity
DO YOU KNOW YOUR CHANNEL IMPACT INDEX?


         Coverage
       x Capability
       x Commitment
       x Capacity

       = Total Impact Index
YOU
SHOULD!
DO YOU KNOW WHETHER YOUR  investment
 DRIVE THE RIGHT PARTNER BEHAVIORS?
HOW DO YOU currently DECIDE HOW TO INVEST?
Your gut instinct?
Your competitors?
Your pocketbook?
In other words…
You guess!
What’s even worse…
THE RESULTS YOU ARE SEEKING MAY NOT BE THERE.
INVEST TO DRIVE THE
             RIGHT BEHAVIORS.
                       Customers


                   Outcomes             Scale




                               3.71"
        Benefits      PARTNERS
                         3.71"                    Solutions

                   Structure           Measures




                      Attainments
DO YOU KNOW IF YOU ARE compelling
   VERSES YOUR COMPETITON?
YOU NEED TO KNOW WHAT TO OFFER.
TO BE   more compelling
          THAN YOUR COMPETIOTION.
YOU CAN   CONTROL THE VARIABLES.
YOU CAN      CONTROL THE VARIABLES.

               Market Momentum

     DEMAND                        STRENGTH



               Partner Economics

  MARGIN            COSTS              BENEFITS



                Joint Alignment

       FIT                        RELATIONSHIP
BUT YOU NEED
 CLARITY.
TO GENERATE VALUE..
DO YOU HAVE THAT CLARITY?
DO YOU KNOW WHETHER

           YOUR TEAM IS DRIVING results?
IS YOUR TEAM WELL ALIGNED?
MAYBE NOT.
and
  that’s OK
          .
REMEMBER: YOU’RE BUILDING A TEAM
A STRONG TEAM.
WORK ON THEIR WEAKNESSES.
ENCOURAGE THEIR STRENGTHS.
AND MAKE THEM BETTER.
MYTH:




        GOOD PEOPLE
        ARE ENOUGH.
FACT:
   APPROACH IS
   OFTEN AS IMPORTANT
   AS YOUR PEOPLE .
DISCONNECT
  DECISIONS DON’T STICK.
DISCONNECT
PEOPLE DON’T COMMUNICATE WELL WITH EACH OTHER
DISCONNECT
 THE INCENTIVES DON’T MATCH THEIR GOALS.
DISCONNECT
THE TOOLS & PROCESSES DON’T FIT THE NEEDS
DISCONNECT
THE RULES OF ENGAGEMENT ARE UNCLEAR
HOW WOULD YOU DESCRIBE YOUR TEAM’S PERFORMANCE?
Unstructured
Basic
Functional
Robust
.
BE FLEXIBLE
BE DISCIPLINED.
BE RESULTS   DRIVEN.
DO YOUR MANAGEMENT SYSTEMS
MAKE THEM BETTER   INDIVIDUALS?
MAKE THEM A BETTER   TEAM?
SO WHAT SHOULD YOU KNOW?



      • What is the best channel strategy for your
      1
        objectives?
      • How to find and develop the right partners?
      2

      • Are your investments driving the right partner
      3
        behaviors?
      • Are you compelling verses your competition?
      4

      • How well is your team driving results?
      5
can help you know.
ABOUT TOUCH BUSINESS CONSULTING

 Touch Business Consulting provides strategy, operations and executive
  communications consulting services for companies in the technology,
  manufacturing, financial services, and healthcare industries. We are
recognized leaders in partner strategies and operations. Touch Business
 Consulting is part of Touch Worldwide that provides brand experiences.
     Together we provide clients with powerful business solutions.

                     Visit us at www.touchbc.com
                   Contact us at: info@touchbc.com
                           or (888) 732-6777
© 2009 Touch Business Consulting. All Rights Reserved. www.touchbc.com

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