When sales channels overlap in their functions, both costs and customer frustration increase. So, how can you best allocate the channel mix to control costs and assure your customer needs are satisfied? SBI recently spoke with Christopher Bray, the senior vice president at Intel Security. Chris is responsible the company’s consumer business worldwide, and has over 25 years of experience. Watch as he walks our audience through the 11 steps he takes to align his sales channels with customer demand.

 

Chris will begin the show by explaining how he defines his ideal partner profile. He’ll also discuss how he determines which product to sell through which partner. And why you must understand your end user to make this type of decision.  Next, he’ll give us his thoughts on coverage models and how, and why, he has increased his at Intel.

 

In the second segment, Chris discusses why the economic model of partner selling is very different than selling direct. He’ll dive into how to assess a partner’s ability to sell your product, and why your product’s value proposition is key to their success. He’ll also touch on competitive intel. How are the competitors using the channel, and what should you do with this information? Additionally, he’ll explain how to avoid, and resolve, channel conflict.

 

In the final segment, Chris begins by explaining how he selects, recruits and onboards new selling partners. Essentially, he shares his secrets to structuring, and enabling his partners to sell more of his products. He’ll then discuss how he measures the contributions each market makes to the business, and how he determines if one partner is better than another.

 

Coverage model decisions are more difficult than ever. We live in an omni channel era, and you must know how your customers want to buy. Watch here to understand how Chris successfully optimized his sales channels at Intel. If after watching, you need more help, considering downloading our workbook, How to make Your Number in 2017. It walks you through emerging best practices of sales channel selection and optimization.

ABOUT THE AUTHOR

Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.
Learn more about Greg Alexander >

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.

 

He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.

 

Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.

 

He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.

 

Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.

 

He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.

 

Video:

 

Transforming the Sales Organization inside Fortune 500 Companies

Greg Alexander and John Gleason, Chief Sales Officer of Ryder, talk about the unique challenges of transforming a sales team inside of very large enterprises.

 

A Better Way to Structure Your Sales Force

Greg Alexander and Tony Capucille, Chief Sales Officer at Heartland Payment Systems, discuss the pros and cons of the 7 B2B sales organizational models.

 

Build a team of A Players Inside the Sales Organization

Greg Alexander and Todd Cione, Chief Revenue Officer at Rackspace, talk about hiring, onboarding, and developing exceptional sales talent.

 

Articles

 

Fill Every Role on Your Team with an A Player

In this article, Greg Alexander makes the case for applying the TopGrading methodology to the sales team, and outlines how to do so.

 

What CEOs Need to Know About Their Marketing Strategies

In this article, Greg Alexander and Rashid Skaf, CEO of AMX, discuss the role the CEO plays in crafting a company’s marketing strategy.

 

What CEOs are Looking for in a Sales Leader

In this article, Greg Alexander and George Norton, leader of Heidrick & Struggles Chief Sales Officer practice, discuss what CEOs need in the chief sales officer role.

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