Download - Channel Management - Luck or Method?
CHANNEL
MANAGEMENT
It is not luck. It is method.
What You’ll Learn:
• What is the best channel strategy for your
objectives?
• How to find and develop the right partners?
• Are your investments driving the right partner
behaviors?
• Are you compelling verses your competition?
• How well is your team driving results?
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2
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4
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READY?
LET’S START BY DISPELLING SOME MYTHS.
FIRSTChannel partners survive through
relationships.
SECONDChannel partners seek more than
technology from their vendors.
FINALLYChannel partners respond to
vendor programs.
Sowhy exactlyshould 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.
• Get clear on your strategy.
• Know who delivers value.
• Leverage your competitive assets.
• Invest to drive the right behaviors.
• Strengthen your team’s results.
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SO WHAT CAN YOU DO?
FIRSTKnow your goals.
SECONDKnow the capabilities of your
channel partners.
FINALLYUnderstand 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
Chain
Business
Model
GIVEN YOUR STRATEGIC INTENTIONS
Market economics
Customer preferences
Scale and complexity
Transaction control
Managed relationships
Alliances
Margin structure
Programmatic capabilities
Customers served
Solutions offered
Core Competencies
Competitive strengths
Market expansion
Product extension
Customer acquisition
Convergence & consolidation
Objectives Strategies
Value
Chain
Business
Model
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
Coverage
Capability
Commitment
Capacity
Total Impact Index
x
x
x
=
DO YOU KNOW YOUR CHANNEL IMPACT INDEX?
YOUSHOULD!
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.
Measures
Outcomes
Structure
Scale
3.71"
3.7
1"
PARTNERS
Customers
Solutions
Attainments
Benefits
INVEST TO DRIVE THE
RIGHT BEHAVIORS.
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.
Partner Economics
MARGIN COSTS BENEFITS
YOU CAN CONTROL THE VARIABLES.
Market Momentum
DEMAND STRENGTH
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 .
DISCONNECTDECISIONS DON’T STICK.
DISCONNECTPEOPLE DON’T COMMUNICATE WELL WITH EACH OTHER
DISCONNECTTHE INCENTIVES DON’T MATCH THEIR GOALS.
DISCONNECTTHE TOOLS & PROCESSES DON’T FIT THE NEEDS
DISCONNECTTHE 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?
• What is the best channel strategy for your
objectives?
• How to find and develop the right partners?
• Are your investments driving the right partner
behaviors?
• Are you compelling verses your competition?
• How well is your team driving results?
1
2
3
4
5
SO WHAT SHOULD YOU KNOW?
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: [email protected]
or (888) 732-6777
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