Opportunity: Improve Channel Performance

What results do you want to achieve?

Philologists disagree as to whether the Chinese word for crisis really does means both danger and opportunity.

For many companies (perhaps yours?) channels do bring both danger and opportunity:

• You see a growth path by entering a new channel, but have concerns about how current channel customers will react.
• You see end-users experiment and migrate to new channels, and you need to determine how to maintain channel coverage and protect core business.
• You want to strengthen your probability of success at a large customer Product Line Review (especially if you are not familiar with the specific strategies and tactics used in PLRs).
• You need to mitigate cross-channel and intra-channel customer pricing conflicts.
• You feel caught between escalating commodity costs and customer demands, and you need to keep your fair share.
• You want to improve the linkage between your channels, your strategies, and the capabilities of your business.
  
• Your competitors and customers keep taking actions not foreseen in your recent strategic plan, and you want to improve how you read your markets.
  

 What "Paths to Results" can help?

WisePath can help you with projects that provide a path to:

• Current channel sizing and potential channel growth assessment.
• Channel testing and entrance strategies (including mitigating excessive channel conflict).
• Product Line Review support including test market and scanner data analyses, presentation development, and sensitivity analysis.

• Channel price structure including bracket requirements, account prioritization, etc.
• Marketplace analysis and review.
• Ensure alignment of your strategy, your marketplace, and the resources you have available to accomplish them.
• Tailor your pricing at a customer level to reflect the value they create for your end-users, the "costs to serve" you incur, and the behaviors you want to incentivize.
  
  

See a case study about the impact of a well-structured channel management approach that reduced channel conflict issues, and delivered products that met the specific needs of different end-users shopping different channels here. For a case study about getting pricing right (primarily at the channel level), click here.