Sales Channel Strategy

The tools, data, and analytics that direct sales activity are constantly evolving—and your sales channel strategy must evolve as well. Customers are rapidly shifting how they learn about and buy products and offerings. Acquisitions are rapidly consolidating channel players. New technologies are giving distributors and resellers more choice in what they sell. At BCG, our sales channel consultants help clients navigate these massive shifts, understand when indirect selling is most advantageous, and optimize their channel strategy.

1. Embrace “as a service.” Ensure you have the right partners—with the right incentives—to sell cloud-based solutions, but don’t abandon the traditional model.
2. Optimize Incentives. Offer a mix of incentives to improve partner economics while focusing partners on your goals.
3. Modernize relationship with channel partners. Clarify the channel's role, reduce the red tape that often impedes partners, and collaborate to grow sales.
4. Set up channel partners for success. Spark enthusiasm in the brand through training programs, simplified pricing, and service-friendly solutions.
5. Deliver the right level of support. Strike the right balance: let the channel do its job while providing resources when needed.

Our program to address sales channel strategy and effectiveness can drive significant impact in two to three months. Our focused frontline transformation efforts include:

• We help uncover opportunities for improvement. There are many untapped opportunities to increase the efficiency and effectiveness of the sales channel model. Solving key strategic, operational, and organizational sales issues can help businesses thrive in challenging environments.
• We help you generate tremendous value. Companies spend a significant share of revenues on sales. Improving sales channel management can directly translate into additional revenues—and free up resources that can be used to create value elsewhere in the business.
• We help you optimize sales efforts. The sales function is strongly linked with other company functions, such as marketing channel strategy and services. True sales transformation requires behavioral changes among managers and staff in these areas. Reducing complexity across the organization can lead to significant growth.