Sales Channel Strategy

BCG’s Approach to Optimizing the Sales Channel

Companies must master our five key rules to optimize digital sales channels:

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.

How We Support Sales Channel Transformations

Our program to address sales channel strategy, as well as sales channel management 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—including how companies activate and scale digital sales channels. 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 and enhancing sales channel management can lead to significant growth.