For companies seeking growth and expansion there are a myriad of revenue strategies. Beyond implementing a “Consultative or Solution Selling or Probability Selling” direct sales model along with eMarketing programs, and targeting communities using alternative distribution, creating a multi-tiered channel program is a must to cost effectively grow and expand.
One of the biggest reasons to implement channel programs, beyond creating additional revenue sources, is to enable companies to test market new distribution partners, portfolio offerings and/or brands, pricing, and markets (geographies, verticals or communities).
Of course, the knock against channel programs is that they are hard to setup, manage, and drive forecastable results….
There are several compelling and inherent reasons to utilize an outsourced advisor to co-create your channel programs.
First, there is the ability to leverage a 3rd parties knowledge base including their database and contact list as well as their primary market research intelligence which is unavailable to internal employees.
Second, access to external advisors is an opportunity to access industry experts whom have worked multiple players and whom have an “analyst” and/or “3rd party perspective.”
Third, the variable cost and pay-for-performance model makes “cents and sense” for companies that are not planning on creating an internal corporate development team for the long-term.
And last, and most importantly, an external advisor has innate benefits such as the ability to “maturate” a large number of partners, create “auctions”, and manage negotiations as a 3rd party arbitrator.
It is possible to develop very complex channel programs, including testing of data and conditional branching within that channel program. This flexibility frees the CPU from the overhead of starting, monitoring, and managing individual I/O operations.
Posted by: kaizen consultancy | October 17, 2011 at 09:32 AM