Channel Strategy

Linking Product Strategy to Channel Strategy

When building a channel marketing plan, product strategy (market segmentation, pricing, key features, and differentiators, etc.) often becomes the primary focus, leaving channel strategy to be tackled later. By linking product strategy to channel strategy early in the process, channel managers can create a more effective route to market which builds revenue faster, attains higher margins and increases customer loyalty which drives sustainable growth.

Service Leadership’s thorough understanding of the Solution Provider landscape not only helps Vendors identify which channels to use and the types of partners to cultivate, but also to understand how a properly optimized channel strategy can increase the bottom line by completely aligning the interest of the channel with those of the Vendor. Led by executives who built leading Solution Providers up to $2bb in revenue, the Service Leadership team is experienced in defining revenue growth goals with realistic timelines, analyzing profit margins, and crafting the value proposition needed for each targeted channel segment to produce results.

Service Leadership can facilitate channel team workshops and work with channel leadership to help integrate channel and product strategy and build the most effective channel plan.

Go-To-Market Strategy

A well-planned go-to-market strategy creates the most effective path from Vendor to customer. Because there are many intangibles in delivering quality user experiences and outcomes, it’s important to have a granular understanding of the target customer and the competitive landscape as you develop your go-to-market plan.

Through the Service Leadership Index®, Vendors can drill down the demographics of the Solution Provider community to find the relevant population for specific product targeting purposes. Key to finding those Solution Providers who can most effectively take their products into the target end customer profile. The Service Leadership Index allows the Vendor to understand how Solution Provider’s operational and financial characteristics shape their receptivity and likely path to adoption of a Vendor’s offers. These same characteristics are also key drivers in determining the kind of support required by the channel and how the Vendor can create a competitive advantage with its channel.

For help developing a clear and actionable go-to-market strategy, Service Leadership provides analysis of Solution Provider markets, customer segments, channel economics, offerings and value propositions that build profitability, decrease customer acquisition costs and deliver exceptional customer experiences.

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