cmg distributor services

www.channelmkt.com

Channel Marketing Group, Inc.Channel Marketing Group, Inc.

Marketing strategy that gets resultsMarketing strategy that gets results

Channel Marketing Group, Inc.Pittsburgh 412.490.6950 [email protected] 919.488.8635 [email protected]: www.channelmkt.com

04/11/23 Copyright (C) 2002 Channel Marketing Group, Inc. www.channelmkt.com

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ContentsContents

CMG Mission CMG Principals Why Retain a Channel

Marketing Consultant CMG Channel Marketing

Model Additional CMG Capabilities CMG Process


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CMG MissionCMG Mission

Build profitable market sharefor distributors and manufacturers that market through wholesaler-distributors.

Good Marketing starts with focus.The sharper your focus on target markets, customers and beating key competitors, the more penetrating force you apply to capturing market share..


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The CMG DifferenceThe CMG Difference

Targeting Customers is Important But Targeting Top Competitors is THE most

important thing to do after that Your Job Is To Beat The Competitors In a Segment at a Time One at a Time An Account a A Time With a powerful Value Strategy And a powerful Marketing Campaign as air

cover


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Why Work for Distributors AND Manufacturers?Why Work for Distributors AND Manufacturers?

Working for both suppliers and distributors provides valuable insights on how to choose and work with your channel partners.

We work for both distributors and manufacturers. That gives us a multi point view of what’s required for each to work with the other to take market share in the field.


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Marketing Leads The OrganizationMarketing Leads The Organization

Marketing segments the market into pursuable opportunities

listens to customer needs, benchmarks versus

competitors, specifies and leads the

organization's response, Establishes share and

objectives, leads the organization to

build the capabilities to respond,

promotes capabilities to the customer,

and measures performance against strategic objectives

Marketing is the lead function that listens to the customer, observes their needs, defines customer value, leads the organization to deliver it, and finally drives the process to promote and sell that value.


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Anatomy of StrategyAnatomy of Strategy

Desired Market Position

Market Segment

Needs

Suppliers

Organization

Sales & Service

Promotion

Target, Listen, Define & Create Value, Lead ImplementationProducts &

Services

Financial

Operations

IT

The marketing-oriented company leads all functions to deliver customer-defined value and performance.Channel Marketing’s focus is on the areas in Yellow.


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CMG PrincipalsCMG Principals

24 years Channel Marketing Experience

GE, Cutler-Hammer Veteran 1978-95

Distribution Industry Consultant since 1995

18 Years Experience 12 years performance

marketing industry experience

VP Marketing IMARK Marketing Group 1995-2000

Distribution Industry Consultant since 2000

Experience, strategic analysis, planning and promotional development from one source.

Neil Gillespie David Gordon


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Why Retain a Channel Marketing Consultant?Why Retain a Channel Marketing Consultant?

Plus.. the invaluable third party perspective.

Knowledge & Experience

Process & Project

Management

Strategic Thinking & Creativity

Knowledge & Experience Knowledge of the Industry Industry Contacts Relevant Experience

Strategic Thinking & Creativity Research and Analysis Skills Strategic Think-Tank Catalysts for Organizational

Innovation Enhance Marketing Capabilities

Process and Project Management Disciplined approaches Project planning &

implementation


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Distributor Rebate Incentive

SupplierEvaluation & Line Selection

Manufacturer Marketing Tools & Co-Op $

Email Marketing Web Marketing Counter Merchandising Counter Sales Tools Inside Sales Tools Outside Sales Tools General Sales Tools Catalogs Telemarketing Scripts Product Literature Product Demos Advertising Specialties Seminar Tools Open House Tools Trade Show Tools Signage Direct Mail Capabilities

Brochures Magazine Ads Radio Ads Newspaper Ads Flyers Stuffers Publicity Product Training Applications Training Sales Training Lead Tracking

Un

ivers

e o

f C

om

pan

ies

Su

sp

ects

Cu

sto

mers

Distributor Activity Support

3

7

Return

Pro

sp

ects

Marketing Plans & Programs

4

Reinvest in Local Marketing Activities

MarketAnalysis

& Strategy

MarketingDatabase System

Competitive Analysis

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2

1

5

Increased Manufacturer Sales & Profits

Reinvest in Programs & Tools

Increased Distributor Sales & Profits

•Segment Share Positions

•Product Share Positions

•Competitive Customer Satisfaction

•Marketing Strategy

•Market Segment, Territory& Product Objectives

•Marketing Programs Strategy

Distributor Channel Marketing ModelDistributor Channel Marketing Model

CMG will leave no stone unturned. Our extensive industry experience culminates in an unmatched knowledge of the tools and techniques that can be applied to take share in a channel-dominated industry


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Strategy Development: DistributorStrategy Development: Distributor

Determine competitive share positions in key market segments and lines carried. (Input to Strategy in #1)

2. Competitive Analysis

Review performance and results of rebate programs to maximize distributor bottom line profit.

7. Distributor Rebate Incentive

Review data files and marketing systems, including website. Develop data structures, processes and systems to maximize target marketing capabilities, increase speed of developing and distributing promotional impressions.

6. Marketing System

Develop Marketing Plans and Programs to maximize share of desired market segments.

Assist with implementation of marketing programs.

5. Marketing Plans & Programs

Determine if you have the right lines to competitively meet your product and market segment objectives.

4. Supplier Evaluation/Line Selection

Evaluate marketing communications, use of manufacturer marketing resources and co-op program funds

3. Marketing, Tools & Coop

Share position by market segment, territory. Customer Profitability and Sales Analysis Customer Perception of competitive service performance Product and Service Strategy: Set segment objectives,

product mix, service and promotional strategies

1. Market Analysis & Strategy

Strategic EssenceStrategy Development Module


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Distributor Process FlowDistributor Process Flow

Market Share &

Sales Analysis

Competitive

Analysis

Customer Perception Analysis

Marketing,

Marketing Tools and

Co-op Review

Supplier Lines

Analysis & Planning

Marketing Database & System

Marketing

Strategy, Plans & Program

s

Distributor Rebate

Incentives


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CMG: Results-Oriented Development ProcessCMG: Results-Oriented Development Process

Strategic Analysis

Position and Performance Assessment•Strategic Benchmarks

•Program Objectives and Measurements

Starts with Client Interview to Determine Client Objectives and/or and motivation for taking action.

Strategy Development

Value Strategy,Organizational Response,Marketing Plans and Programs

Implementation Support

Guidance and Support During Implementation

Implementation Plan

Tasks, Deliverables, Performers, Schedules

and Costs


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Additional ServicesAdditional Services

Customer Perception/Satisfaction Surveys See how you rate versus competition on key service

attributes Customer Advisory Panels Customized Market Research

Interview, hard copy and web based surveys Key Account Marketing and Sales Programs Business Development Strategies

New Customer Targeting and Development Customer Penetration Analysis & Strategy

Penetration measurement Customer Profitability Measurement Segmented Service Programs

Marketing Database Assessment & Development Promotion and Incentive Marketing Program

Development eMarketing Evaluation and Strategy Development

Coordinated with offline marketing activities Marketing Via Webconferencing

Get in on this fastest growing marketing communications tool Low cost live web based training, webinars and infomercials Technology assessment, recommendation Programming development, content identification & sourcing


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BiographiesBiographies

Visit our Website for More about

Neil Gillespie David Gordon

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