Channel Development

Many IT vendors have a sales channel in addition, or as an alternative, to their own sales force. The channel comprises the partners or resellers with whom they work to extend their sales coverage or reach. An indirect sales channel offers vendors the opportunity to:

• Penetrate new geographical territories

• Reach more customers at a lower cost point

• Penetrate specialised market segments that require particular skills

   or specialised knowledge

• Test new markets with reduced levels of risk

• Scale the sales operation very quickly in response to new or unexpected

   demand

Channel development initiatives vary widely but most will involve identifying ways to improve key aspects of the financial performance of individual channel partners or the channel as a whole – flexing the compensation package and other variables to arrive at an optimum solution for the vendor and an attractive proposition for the reseller.

Companies that operate largely, or wholly, through a sales channel lose some customer intimacy and/or account control as a consequence. Independent research provides a mechanism to ensure that both quality of service and customer satisfaction are maintained. Over the years Cambashi has completed many projects covering the entire spectrum of activities with partners and resellers, ranging from initial set-up to disengagement or the delicate transition to a direct operation.

Some of the areas where Cambashi expertise and knowledge can help are:

• Coverage Analysis exposes gaps and overlaps to address with partners
  
• Partner identification and Selection ensures a good fit and likelihood of success

Develop existing channel

• Account profiles to better spot opportunities and ensure penetration
  
• Win-Loss Analysis and Customer Satisfaction help ensure everyone understands what is working and what is not
  
• Partner sales team training through web-based Cambashi ItM plus Webinars to illuminate various industries and opportunities
• FACTORY simulation game to better understand how production impacts the financial results
  
• Lead generaton activities such as Public Webcast participation and other events
  
• Competitor and Competitive analysis for fewer surprises at prospect sites
  

Next steps

• New market entry, for example establish a new subsidiary or make a strategic acquisition 
• Channel refresh – identify new partners to supplement or replace existing relationship