We all know, customers no longer conduct their product or brand exploration by reading magazines, market research, visiting exhibitions or asking the “experts”. Instead prospects explore the web, get influenced by peer groups and trusted networks THEN they touch base with interesting product or brand sources.
What was once a key function of the channel:
Continue reading “The digital divide on the channel side. On which side is your channel?”
I almost forgot to mention that the book is now available through the large book distribution channels such as Amazon.com, Barnes & Noble or Borders:
Amazon and Borders click here
Barnes & Noble click here
Channels are the most complex business model – simply because of its integrated involvement of legally independent parties in one of the most critical business processes: Sales. Therefore channel business has many facets and view points. There is an executive view point, one from investors, customers, service organization, product development and marketing.
Often Times channels get inherited by a new executive who is forced to understand that channel and the implications of any changes in a matter of weeks.
But complexity doesn’t need to mean complicated. Structuring and completely understanding channels is the usual way to manage complexity. The book Channel Excellence shall help all constituencies to better understand, structure and manage those relationships for a better, faster and more profitable business.