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Channel Management

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  • 1. 2009 Channel Management Stefanos Chrysanthakopoulos, Local Sales November 10, 2008
  • 2. Executive Summary Stefanos Chrysanthakopoulos (schrysan@gmail.com)
  • 3. Channel Concept Stefanos Chrysanthakopoulos (schrysan@gmail.com)
  • 4. Channel Strategy
    • Define objectives
    • Develop channel schema
    • Assess channel pros and cons
    Stefanos Chrysanthakopoulos (schrysan@gmail.com)
  • 5. Channel Plan
    • Tactical calendar
    • Pricing, discounts, and promotion guidelines
    • Channel functions
    • Budget for overall channel management
    Stefanos Chrysanthakopoulos (schrysan@gmail.com)
  • 6. Channel Selection
    • Selection criteria and matrix
    • Identify target channel partners
    • Develop channel partners profile
    • Negotiate contract
    Stefanos Chrysanthakopoulos (schrysan@gmail.com)
  • 7. Channel Management
    • Define training needs
    • Define promotion needs
    • Develop timing requirements and budget
    • Partner evaluation
    Stefanos Chrysanthakopoulos (schrysan@gmail.com)
  • 8. Develop a channel communication plan #1
    • Awareness : active and good partner in the security business
      • Analyst briefing, web site, events, advertising, e-Marketing
    • Interest : knowledge and motivating
      • Product collateral, Slide presentation, Demonstration
    • Preference : competitively strong channel programs - attractive incentives
      • Marketing toolkits, Whitepapers
    Stefanos Chrysanthakopoulos (schrysan@gmail.com)
  • 9. Develop a channel communication plan #2
    • Selection : good choice selecting us
      • Partner agreements, Marketing Development Funds
    • Loyalty : deliver on the promise
      • Sales training
    Stefanos Chrysanthakopoulos (schrysan@gmail.com)
  • 10. Channel Management
    • Determine channel performance criteria
      • Cost per Transaction
        • Total Channel Expense/Number of Transactions
      • Channel Profitability Ratio
        • Total Expense/Total Revenue
      • Channel Capacity
        • Channel Selling Unit Capacity * Number of Units
      • Channel Productivity
        • Channel Selling Unit Productivity * Number of Units * Rate per Unit
    Stefanos Chrysanthakopoulos (schrysan@gmail.com)
  • 11. Channel activities management Stefanos Chrysanthakopoulos (schrysan@gmail.com)
  • 12. Partners should
    • Be able to sell on their own
    • Have knowledge on all products / services
    • Easily utilize channel programs
    • Feel connected
    Stefanos Chrysanthakopoulos (schrysan@gmail.com)
  • 13. Channel Management Focus
    • Goals
      • Acquisition and retention
    • Policies
      • New accounts, order management
    • Products
      • Up-sell, cross-sell
    • Sales and Marketing
      • Support partners needs
    Stefanos Chrysanthakopoulos (schrysan@gmail.com)
  • 14. Questions and Answers Stefanos Chrysanthakopoulos (schrysan@gmail.com)