Marketing Through Channel Partners
Day 1
Market access strategies
Our course begins with a big-picture look at the “go-to-market” philosophies behind the execution.
Integrated channel management: An executive viewpoint
- The art and logic of strategic channel alignment
- How to manage multi-channel systems
- Integrating the Web, both as a channel and as a means to support other distribution methods
- Recognizing catalysts and obstacles to change
Legal aspects of distribution arrangements
- Drafting distribution contracts to address exclusivity, pricing and competitive issues
- Implementing changes in distribution contracts
- Terminating manufacturer-distributor relationships
Day 2
Optimizing your channel structure
Identify the specific elements necessary to create and manage an effective, profitable distribution network.
Assessing channel structure and performance
- Recognize the strengths — and weaknesses — of specific channel types
- Align products/product categories with channel selection
- Define the “ideal” distributor, dealer or rep for your needs
Improving channel performance
- Create better pricing strategies
Design relevant and effective co-op programs
Day 3
Improving sales performance
True channel partnerships can lead to improved market presence … and improved sales performance.
Ongoing channel management and motivation
- How to avoid and overcome distributor pitfalls
- Fundamental issues in building distributor loyalty
- Developing your distributor sales strategy
- How to select and coach your product champion
- Managing conflict
- The value of advisory councils
- Implementing effective pull-through programs
Schedule
Evening before course — 5:30 – 7:00 p.m. Optional dinner for those arriving early
Day 1 — 8:15 a.m. – 5:00 p.m. Session
Day 2 — 8:15 a.m. – 4:30 p.m. Session
Day 3 — 8:15 a.m. – 3:30 p.m. Session