Channel Strategy and Roadmap

After understanding the target customers in each market segment, companies must then decide how best to reach those customers. Since there may be a number of companies already entrenched in the markets selected, it is sometimes wise to leverage existing customer relationships. Companies accomplish this by forming a distribution alliance rather than starting the relationship-building process from scratch.

Stage One uses its considerable experience in developing sales channel relationships to craft a Channel Mix Summary. This document outlines the optimal mix of channel assets that match the product and the target customers, capitalizing on existing relationships to deliver revenues as quickly as possible. The Channel Programs not only compress the selling cycle, they enable the company to sell to additional tiers of prospects otherwise unreachable with limited direct sales resources.

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