Channel Management

One of the most overlooked areas of marketing is excellence in channel management. Often channels account for a significant share, or the lion’s share, of sales for a category. The firm winning over the channel often leads share.

Research can help you win that competition. There’s a range of issues to manage with channel management. If done very well you can become the preferred supplier (channels give you the most exposure – so you sell more).

The way channel management research is best done is by viewing channels like customers. Find out which channel points are most important to your business, what they need and want; deliver it and monitor it so you become the leader.