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Channel Management

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Channel Management

  1. 1. Having Channel Partners is highly effective for organizations that are seeking: • Global expansion • New market penetration • Localized support • See response to market before investing on a large scale • Organizations requiring support of business areas where in house expertise do not exists • Legal restrictions • Security concerns • Organizations that do not wish to open their presence for strategic reasons
  2. 2. • Representative • Agent • Reseller • Value added reseller • Distributor • Affiliate • Franchise • Regional partner – City – Region (National level) – Country – Regional (International) – Global
  3. 3. • Reach • Marketing • Branding • Sales • Localized support • Language support • Co-investment • Cost benefit analysis • Business process outsourcing • Higher returns • Market coverage • Business intelligence • Competitor intelligence
  4. 4. • Agent Mix • Marketing Strategies • Service Levels • Coordinating with Agents • Pricing Strategy • Creative Promotions • Monitoring and Reviewing agents
  5. 5. • Introductory level • Intermediate • Advanced • Pure collaboration • Usually illustrated as: – Bronze channel partner – Sliver channel partner – Gold channel partner – Platinum channel partner – Diamond channel partner – Levels of revenue sharing, responsibilities, commitments and targets vary level to level
  6. 6. • Role of Principle – Product and Service – Business model – Remuneration – Legal considerations • Role of Channel Partner – Marketing – Sales – Service Delivery – Consumer satisfaction • Role of Consumer – Value for money – Product and services – Satisfaction – Loyalty
  7. 7. • Generating leads of Channel Partners (EOI) • Establishing and appointing Channel Partners • Channel activation • Initial probation business activity with Channel • Channel operations • Channel support activities • Channel monitoring • Channel review • Exit / Growth strategy with Channel
  8. 8. • Marketing Collaterals should be available • Terms and conditions • Resource planning for peak timings • Trained team and staff • Targets • Expectations • Conflict resolution • Legal issues
  9. 9. • MARCOMMS. • Online – Portals – Social Media – Directories – Listings – Forums – Email marketing – PPC • Events and exhibitions • Formal EOI advertising • Referrals • Hiring of channel partners • Direct marketing
  10. 10. • Response to EOI • Initial filtering • Submission of business plans • References • Negotiations • Terms and conditions • Contract • Legal implications • Investment if required • Commencement of Channel Partnership
  11. 11. • Due diligence • Training and educational qualifications • Market Information • Services offered • Proven track record • References • Portfolio • Clients • Financial stability • Current business model • Feedback from consultants • Agreement to probation period
  12. 12. • Research • Marketing • Sales • Distribution • Customer Support • Service delivery • System integration • Deployment • Training • Requirement gatherings • Maintenance and support • Project Management
  13. 13. • Commission basis • Revenue sharing • Retainer • Fixed cost • Target and incentive based • Target and objective based • Localized pricing
  14. 14. • % of sales • 100% sales • Beyond 100% • Top performers • Score card method • Monthly point accumulation • Bonus method • Marketing execution • Co branding • Lead sharing • IT support
  15. 15. • Terms and conditions • Contract and agreement • Exit strategy • Liabilities • Misrepresentation • IPR issues • Legal proceedings • Mutual agreements • Initial setup requirements • Local law and its implications • Refund policy for customers • Guarantee or deposit safety
  16. 16. • Training and development • Mock sessions • Tools and kits • Marketing collaterals • IT support and systems • Initial market research • Resource hiring • Resource allocation • Meeting pre-requisites as per business plan • Launch and roll out • Marketing activities • Sales activities • After sales activities
  17. 17. • Level of partnership • Business name and entity • Legal status • Strategy as per stage in product life cycle • Initial promotions • Conferences • Event for launch • Public relations • Media • Advertising • Point of contacts with customers
  18. 18. • Online – Paid – Free – Social Media – Viral – Website communication – Email marketing • Offline – ATL activities – BTL activities – Events – Direct marketing – Demonstration – Sampling – Co-branding activities
  19. 19. • Initial packages • Free distribution • Outdoor advertising • Point of contact or sales • KIOSK activity • Main customer spot areas – Malls – Cinemas – Departmental stores – Modern Trade – Event • Referral sales • Lucky draws and competitions
  20. 20. • Logo • Website • Campaign • Brochures • Flyers • Billboards • Stickers • Give aways • POS materials • X Stands • Insertions • Other forms of outdoor advertising
  21. 21. • Channel portal • Admin panel • Financial panel • Stock / service panel • Marketing panel • Lead management system • Sales system • Conflict management system • Incentives system • Advertising system • Official communications • Integration with Supply Chain system • ERP integration
  22. 22. • Resources • Locations • Offices • Organizational structure • Authorized people • Departments • Contact numbers • Record keeping • Invoices • Refunds • Warranties • Complain forms
  23. 23. • Training kit • Marketing kit • Sales kit • Website domain • Email domain • Store fronts • Email access • Customer database access • Administrative panel • FAQs • Pricing • Product description • Technical specification
  24. 24. • Region control • Conflict resolution • Misrepresentation • Legal issues • Fraud • Improper execution of business plan • Copyrights and IPR • Channel partner seeking to open same business as principle • Channel partner providing same services to competitor • Cross selling and bundle selling with other products • Fake sales • Blocking opportunity for better channel partners
  25. 25. • Activation time • Time to first dollar • Meeting targets consistently • Level of customer satisfaction • Complain ratio • Warranty replacement ratio • Profitability • Market share • SLA • Turnaround time • In comparison to competitor’s channel partners • Internal evaluation • Feedback and review
  26. 26. • Fixed time internals • Meetings – Weekly – Monthly – Quarterly – 6 months – Yearly • Rewards and recognitions • Enhancing terms and conditions – % of sharing – Region – Responsibilities – Commitment – Marketing budgets
  27. 27. • Mutual consent • Legal paper work • Roll back strategy • Disclaimers • Principle assets and properties • Financial settlement • Official announcement • Communication to clients and customers • Future restrictions – Legal agreement – Time restriction – Category restriction – Data restriction
  28. 28. • Selection • Criteria for appointment • Level of channel partner • Commitment • Conflict resolution • Mutual growth • Separate specialization areas • Time to first dollar • Level of remuneration and revenues • Profitability • Demand from customers • Marketing • Lucrative growth opportunity over years
  29. 29. • The Industry Practices • Roles and Responsibilities • Discounting Model • Terms and conditions • Co-branding and promotions • Special packages • Exit strategy • Marketing the Franchise program • Technical support • Training • Tools and kits • Centralized franchise authority • Should have same sales as in-house
  30. 30. • 11+ Years of experience • 6+ Years of Adjunct Faculty • MBA MIS and Marketing • Proven track record • Specialty – Digital Marketing – E-Commerce – Mobile Apps – Channel Marketing and Partnerships • Contacts and business circles • Team management • Complete digital exposure • Creativity • ROI based planning • Running a personal venture of Buyon.pk

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