Channel Management - Luck or Method?

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Do you really know if your partner program is effective? Find out the five critical questions every channel manager needs to know.

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Channel Management - Luck or Method?

  1. 1. CHANNEL MANAGEMENT It is not luck. It is method.
  2. 2. What You’ll Learn: • What is the best channel strategy for your 1 objectives? • How to find and develop the right partners? 2 • Are your investments driving the right partner 3 behaviors? • Are you compelling verses your competition? 4 • How well is your team driving results? 5
  3. 3. READY?
  4. 4. LET’S START BY DISPELLING SOME MYTHS.
  5. 5. FIRST Channel partners survive through relationships.
  6. 6. SECOND Channel partners seek more than technology from their vendors.
  7. 7. FINALLY Channel partners respond to vendor programs.
  8. 8. So why exactly should you care?
  9. 9. Channel partners are how you get your products and services to market..
  10. 10. 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.
  11. 11. In other words…
  12. 12. YOU NEED THEM.
  13. 13. MORE THAN THEY NEED YOU.
  14. 14. AND THAT CAN BE VERY SCARY.
  15. 15. VERY, VERY SCARY!
  16. 16. DO YOU HAVE THE RIGHT CHANNEL PROGRAM?
  17. 17. WOULD YOU KNOW IF YOU DID?
  18. 18. OR WORSE, DID NOT?
  19. 19. YOU REALLY SHOULD KNOW.
  20. 20. SO WHAT CAN YOU DO? • Get clear on your strategy. 1 • Know who delivers value. 2 • Leverage your competitive assets. 3 • Invest to drive the right behaviors. 4 • Strengthen your team’s results. 5
  21. 21. FIRST Know your goals.
  22. 22. SECOND Know the capabilities of your channel partners.
  23. 23. FINALLY Understand if you’re driving the right behavior.
  24. 24. YOU NEED TO KNOW.
  25. 25. EVEN IF IT DOESN’T LOOK GOOD.
  26. 26. DON’T WORRY, IT USUALLY DOESN’T LOOK GOOD.
  27. 27. LET’S GET TO KNOW WHETHER YOU KNOW!
  28. 28. READY?
  29. 29. DO YOU KNOW THE BEST CHANNEL strategy FOR YOUR OBJECTIVES?
  30. 30. HAVE YOU MADE THE RIGHT CHOICES? Objectives Strategies Value Business Chain Model
  31. 31. GIVEN YOUR STRATEGIC INTENTIONS Customers served Market expansion Solutions offered Product extension Objectives Strategies Core Competencies Customer acquisition Competitive strengths Convergence & consolidation Market economics Managed relationships Customer preferences Value Business Alliances Scale and complexity Chain Model Margin structure Transaction control Programmatic capabilities
  32. 32. Do you have the right plan?
  33. 33. and it is working?
  34. 34. DO YOU KNOW HOW TO FIND AND DEVELOP THE right partners?
  35. 35. Know who delivers value.
  36. 36. And who does not.
  37. 37. Only then can you manage your investment.
  38. 38. HAVING THE RIGHT ECOSYSTEM IS ESSENTIAL.
  39. 39. Coverage
  40. 40. Capability
  41. 41. Commitment
  42. 42. Capacity
  43. 43. DO YOU KNOW YOUR CHANNEL IMPACT INDEX? Coverage x Capability x Commitment x Capacity = Total Impact Index
  44. 44. YOU SHOULD!
  45. 45. DO YOU KNOW WHETHER YOUR investment DRIVE THE RIGHT PARTNER BEHAVIORS?
  46. 46. HOW DO YOU currently DECIDE HOW TO INVEST?
  47. 47. Your gut instinct?
  48. 48. Your competitors?
  49. 49. Your pocketbook?
  50. 50. In other words…
  51. 51. You guess!
  52. 52. What’s even worse…
  53. 53. THE RESULTS YOU ARE SEEKING MAY NOT BE THERE.
  54. 54. INVEST TO DRIVE THE RIGHT BEHAVIORS. Customers Outcomes Scale 3.71" Benefits PARTNERS 3.71" Solutions Structure Measures Attainments
  55. 55. DO YOU KNOW IF YOU ARE compelling VERSES YOUR COMPETITON?
  56. 56. YOU NEED TO KNOW WHAT TO OFFER.
  57. 57. TO BE more compelling THAN YOUR COMPETIOTION.
  58. 58. YOU CAN CONTROL THE VARIABLES.
  59. 59. YOU CAN CONTROL THE VARIABLES. Market Momentum DEMAND STRENGTH Partner Economics MARGIN COSTS BENEFITS Joint Alignment FIT RELATIONSHIP
  60. 60. BUT YOU NEED CLARITY.
  61. 61. TO GENERATE VALUE..
  62. 62. DO YOU HAVE THAT CLARITY?
  63. 63. DO YOU KNOW WHETHER YOUR TEAM IS DRIVING results?
  64. 64. IS YOUR TEAM WELL ALIGNED?
  65. 65. MAYBE NOT.
  66. 66. and that’s OK .
  67. 67. REMEMBER: YOU’RE BUILDING A TEAM
  68. 68. A STRONG TEAM.
  69. 69. WORK ON THEIR WEAKNESSES.
  70. 70. ENCOURAGE THEIR STRENGTHS.
  71. 71. AND MAKE THEM BETTER.
  72. 72. MYTH: GOOD PEOPLE ARE ENOUGH.
  73. 73. FACT: APPROACH IS OFTEN AS IMPORTANT AS YOUR PEOPLE .
  74. 74. DISCONNECT DECISIONS DON’T STICK.
  75. 75. DISCONNECT PEOPLE DON’T COMMUNICATE WELL WITH EACH OTHER
  76. 76. DISCONNECT THE INCENTIVES DON’T MATCH THEIR GOALS.
  77. 77. DISCONNECT THE TOOLS & PROCESSES DON’T FIT THE NEEDS
  78. 78. DISCONNECT THE RULES OF ENGAGEMENT ARE UNCLEAR
  79. 79. HOW WOULD YOU DESCRIBE YOUR TEAM’S PERFORMANCE?
  80. 80. Unstructured
  81. 81. Basic
  82. 82. Functional
  83. 83. Robust
  84. 84. . BE FLEXIBLE
  85. 85. BE DISCIPLINED.
  86. 86. BE RESULTS DRIVEN.
  87. 87. DO YOUR MANAGEMENT SYSTEMS
  88. 88. MAKE THEM BETTER INDIVIDUALS?
  89. 89. MAKE THEM A BETTER TEAM?
  90. 90. SO WHAT SHOULD YOU KNOW? • What is the best channel strategy for your 1 objectives? • How to find and develop the right partners? 2 • Are your investments driving the right partner 3 behaviors? • Are you compelling verses your competition? 4 • How well is your team driving results? 5
  91. 91. can help you know.
  92. 92. 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: info@touchbc.com or (888) 732-6777
  93. 93. © 2009 Touch Business Consulting. All Rights Reserved. www.touchbc.com

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