Channel Management

Channel partner relationships can sometimes result in frustrating and troublesome behaviors. Conflicts arise around issues like pricing and margin, end customer ownership, and investments in support services. In the complex business-to-business environment channel sales models are varied, depending upon the end customers’ need and expectations.

We see several channel models in the busine­­­ss-to-business environment:

• A Supplier Direct model does not involve any third-party channel partner intermediaries;
• A Supplier Driven model involves distributors or other third-party channel intermediaries, within which the supplier takes the lead role in end customer relationships
• A Channel Driven model involves distributors or other third-party channel intermediaries, within which the channel partner takes the lead role in end customer relationships

These models vary depending upon whether distribution services or services surrounding the product are important to the end customer.

Blue Canyon helps clients navigate through their complexities, working with clients to:

• Identify the right sales models and appropriate customer chain partners
• Build sales force effectiveness in the supplier direct model
• Determine the cause of third-party channel partner conflict and complaints
• Assess alternative third-party channel networks, optimal channel partner network designs, and related roles and responsibilities
• Strengthen channel management tools including policies, authorizations, and rewards.