Main Banner

Making a channel strategy work effectively is often a combination of 'carrot' and 'stick', only when the product or channel is well established, is any form of stick is ignored or the else partner abandons the channel.

Today, with more and more markets saturated, with channels moving from a 'product shift' essence to that of an additional 'value added service route' the principle channel strategy has to be changed to attract the right partners who will remain dedicated to the vendor and be prepared to sacrifice their efforts, which result in both parties gaining increased revenue.

  • Channel evaluation
  • Channel mechanics and conflict
  • Partners
  • Competition activities
  • Loyalty mechanisms including OEM
  • Segmentation and effectiveness
  • Recruitment
  • Business planning at a local level
  • Interpretation of market issues
  • Synchronisation to goals
  • Localised demand generation
  • Effective account management
  • Management of marketing & co-op
  • Creation of support tools
  • Management of channel support

Incentivising partners to achieve the vendor's targets

Attendees will see how the approach of 'passing the burden' works by incentivising partners to achieve the vendor's targets personally. In reward, they are supported through specific advisors, funding and business planning which in turn not only permits the partner to achieve the vendor's revenue plans, but also the broader plans and goals of the partner - much of which may not have anything to do with the vendor in the first place.

Plan effectively through the channel

This approach - where the business plans of the partner are met through co-ordination with the efforts of the vendor - places more value in the relationship. Attendees will be able to plan effectively through the channel to reduce partner disloyalty and above all demonstrate 'partner revenue potential' to reduce channel conflict, or last minute cross sell of alternatives to a vendor's products.

Increase partner expectations and motivation

The workshop a mixture of planning, co-ordination and partner led promotion, will increase partner expectations and motivation as it proves that as a channel they can meet their revenue expectations.

Workshop StagesWorkshop DetailsBook Online Now

For our research purposes, please indicate in the panel above your rating of importance or concern within your business for each stage in data quality and data planning; 1 being low, 5 being of high importance or critical to your business.

Workshop Stages Rating
Determine the value of your business, the brand, the product and the service layer.
1 2 3 4 5
Isolate the differential in the brand and what "value" is attached to this differential
1 2 3 4 5
Map out the differentiated channel - segmentation at a channel level based upon a partners capability beyond revenue expectation
1 2 3 4 5
Audit the disconnect between channel and corporate goals and financial targets.
1 2 3 4 5
Create the differentiated channel business plan, with the built in business goals of the partner base.
1 2 3 4 5
Map out the obligations of the differentiated channel business plan.
1 2 3 4 5
Explore the sales cycle process with the partner, vendor support, partner tactics and their efforts to generate revenue streams
1 2 3 4 5
Summarise key issues and pains of the target industry to create issue based value
1 2 3 4 5
Develop tactical partner sales engagement propositions based upon the sales cycle and bid process to meet the needs of each member within the decision making process and their influencers.
1 2 3 4 5
Create the partner sales cycle marketing plan, budget for activities and manage the resource of the sales team as well as the marketing department.
1 2 3 4 5
Create a partner key account penetration plan linked to the sales cycle marketing strategy and bid process.
1 2 3 4 5
Develop partner led "hunter" marketing campaigns, campaign in a box tactics.
1 2 3 4 5

About the Workshop Co-ordinator

Our Education and course calendar will be delivered by an Anderson Baillie consultant.

Anderson Baillie consultants are acknowledged as leading authorities in technology and business-to-business sales and marketing; and have worked with many complex product and service scenarios, for both growing companies and large multi national organisations.

Channel Management Case Studies
Vistorm Case Study - Protect What Matters Direct Marketing Campaign - Click here to read this case study
Vistorm, formerly ESOFT Global commissioned Anderson Baillie to produce an awareness and lead generation campaign for its Internet Security Managed Services operation.
Comstor Case Study - Anderson Baillie help to drive Comstor into the SMB Reseller Market - Click here to read this case study
Anderson Baillie help Comstor move into the SMB Reseller Market.