In today’s omni-channel world answering that question has never been more challenging for a CEO. There are no longer any boundaries for how, when and where potential buyers may be exposed to your products or services. However, without the right channel in place it may limit your ability to actually serve them.
Relying solely on a direct sales force still makes sense for certain companies. Others may choose the opposite end of the spectrum and focus almost exclusively on channel partners to cover the market. For many, the correct answer lies somewhere in between and is based on an endless number of variables.
One that should always rank at the very top is the answer to the question “What does your customer want?”.
So how do you decide if implementing a direct, indirect or combined channel sales approach is right for your organization?
First, assess your companies channel optimization against emerging best practices by downloading our Gap Gulf Assessment Tool.
Additionally, consider the answer to the following five questions:
- How do your ideal target customer personas want to buy?
- How important is scalability to your business?
For a great example of how one SBI client, developed and executed an indirect sales strategy at scale through channel partners, click HERE.
- How complex and customized is your sales cycle?
- Is your brand strong or would you benefit from leveraging an already established partner?
- Are there gaps in your sales capacity, capability or location that equate to lost revenue opportunities?
For a great example of how another SBI Client fully covered the market while avoiding channel conflict, click HERE.
Choosing the optimal go to market channel mix is a complex decision. Once made, the next challenge is how to manage your partners to ensure you are getting the most out of the relationship. It is difficult to manage what you don’t measure so implementing key partner program metrics is critical.
Here are four that you should consider:
- Customer Satisfaction With Each Partner:
- Partner Marketing ROI:
- Partner Engagement:
- Partner Experience:
SBI specializes in helping CEO’s and their executive team outpace the revenue growth of both their market and competitors. Optimizing your go to market channel strategy is just one of the ways that can be done. If you would like to find how to cover you market completely with direct and indirect sales channels, download and leverage SBI’s How to Make Your Number in 2018 PDF Workbook. Turn to the Channel Optimization phase in the Sales Strategy section, found on page 376.
Assess your company’s channel optimization against emerging best practices by downloading our Gap Gulf Assessment Tool.
If you have additional questions or would like help calculating and benchmarking where your organization stands, our team of experts can assist.
Schedule a working session at SBI’s Studio.
Located in Dallas, TX, our facility offers state-of-the-art meeting rooms, lounge, full-service bar, and a studio used to tape our TV shows. SBI provides the location and facilitators, all at a compelling price point.