This document discusses implementing an integrated multi-channel go-to-market strategy to improve the customer experience and drive sustainable growth during an economic recession. Such a strategy can increase market share by expanding reach through new sales channels like value-added resellers, distributors, and telesales, while also reducing the cost of sales by leveraging partners to generate leads and handle transactions. Chart data is provided showing how different sales channels have varying costs per transaction.

1. Big Idea
CUSTOMER
EXPERIENCE
Its not what you sell but how you sell it.
The how is the key to provide experience to your customers and
build a strong relationship with them that will results in
sustainable growth.
For example:
• RYZ Wear (http://www.ryzwear.com/)
• Build a Bear
• Starbucks

2. Opportunity
Turbulent Economy
- RECESSION
• Sale Slump
• Tight Cash flow
• Desire to sustain and accelerate the growth

3. Solution
Integrated
Multi-channel
go-to-market
Strategy
• Increase Market share
• Reduce cost of Sales
Profitably ride out the recession and build
capabilities to capitalize the market as
economy stabilize.

4. Sale Transaction Cost $
1600
1400
1200
Cost per transaction ($)
1000
800
600
400
200
0
Field Salesforce Value Added Reseller Distributors Telesale Internet

5. Lead Qualification Negotiation Delivery Service
Generation
Field Sales
force
VAR
Distributors
Telesales
Internet
Salespeople spend 30 –
40% of their time in
generating new leads!
Introducing new channels may save you
30% - 40% on your cost of sales

6. Lead Qualification Negotiation Delivery Service
Generation
Field Sales
force
VAR
Distributors
Telesales
Internet
Partners and Distributors
can help you increase the
market coverage
Using partner network will reduce your
sales cycle and cost transaction cost by
20 – 40%

7. Integrated multi-channel
go-to-market strategy
will help you to:
1. Increase market share
2. Reduce cost of sale