Professional Documents
Culture Documents
Channel Strategies
Stephen N. Davis
Partnering With Clients to Drive Sustainable
Profitable Growth
February 2007
Generate Validate Qualify lead/ Develop Present Demonstrate Conduct Finalize Finalize
awareness potential opportunity customer solution capability to negotiations deployment support
Your Sales requirements
and pre- opportunity which exceed and finalize plan & plan,
Cycle qualified & identify & establish exceeds customer contract execute execute &
Objective prospects potential sponsor customer requirements monitor
sponsor relationship needs progress
Development of In-House
Low Low Low Medium Low High
Expertise
Hands-On Sales/Marketing
High Medium High Low Low Low
Support
High
High Touch
Channels Field
Field
Sales
Sales
Value VARs
VARs
Add Dis-
Dis- ir ect
Low Touch D
es
Of Sale tributors
tributors Sal nnel
Channels Retail
Retail Ch a
ls
Stores
Stores h a nne
Tele-
Tele- re ct C
marketing Indi
marketing
Internet
Internet nn e ls
Low ct C ha
Dire
Low High
Cost per Transaction
Customer is Buying
Price Value
Supplier is Selling
Analyst Other
Web Relations activities
4.0% 2.3% 5.3%
Advertising
Research
23.2%
4.6%
Collateral
5.1%
Public
Relations
6.5%
Events
Direct 19.3%
M arketing
12.9% M arketing
Support &
Sales T ools
16.8%
Marketing sales:
We spend millions generating qualified
prospects and they fall into a black hole!
Sales says:
The collateral material is crap. It doesnt help
me in the sales cycle and the so-called leads
they send us are a waste of my time.
Alignment within
Alignment with the company
the customer Inadequate sales metrics
Not able to identify Solution selling is a
the decision makers cultural challenge
Not focused on right In fighting between
value propositions marketing and sales
Lack tools to help Everyone has sales impact
customer jump
decision hurdles
Alignment
Performance
metrics
with the market
Not aligned with customer
buying preferences or shifts
Channel issues need constant
attention
Consistency of strategy
Value proposition
Marketing mix
Shrinking Margins
Growing service & consulting
revenues
Expanding capabilities
Obtaining new customers
Turnover of personnel & training
Vendors desire to try and cut
them out
Cash flow
Marketing materials
Price lists
Outline of your marketing campaign Demand Creation
Product samples - Packaging
COOP/MDF funds and campaigns
In-store merchandising
Prospect & customer correspondence
Sales training for their personnel
Sales support
End user training
End user support
Superstores
Self-service retailers
Customers are willing to self-serve to save money
Convenience stores and fast moving shopping
goods
Limited-service retailers
Most department stores
Full-service retailers
Salespeople assist customers in every aspect of
shopping experience
High-end department stores and specialty stores
Specialty stores
Narrow product lines with deep assortments
Department stores
Wide variety of product lines
Supermarkets
Convenience stores
Limited line
Superstores
Food, nonfood, and services
Category killers
Giant specialty stores
Discount stores
Low margins are offset by high volume
Off-price retailers
Independent off-price retailers
TJ Maxx, Marshalls
Factory outlets
Levi Strauss, Reebok
Warehouse clubs
Sams Club, Costco
Source: VARBusiness