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distribution channel management

distribution channel management

Companies all over the world deliver products and/or services to end user clients - these customers by definition are located at the end of a marketing [distribution] channel.

Whilst Small and Medium Enterprises and Large Corporates by definition will be using some form of distribution channel through which to deliver their products, services and messages - very often we see that they are all but doing more of the same. The recent intensive corporate training seminar that I wrote and ran for Marcus Evans Professional Training was focussed on Enhancing Channel Management Strategies to Maximise Sales Through Distributors. In essence companies face to major decision when it comes to dealing with their distribution channels :-

  • The Design of the Distribution Channel
  • The Management of the distribution Channel

... as we see that when new employees join an organisation they normally end up sitting with someone who knows how things operate within that company. They learn how things 'have been done' and are often judged and measured on how well they measure up to that which they have been taught. However when we look at some of the great business breakthroughs - take for example Dell migrating away from a ...

  • Direct Only Distribution Channel

.... to that of one where customer can purchase their products via retail and even the television. We see that challenging the norm when it comes to dealing with distribution channels is the same as with everything else in life i.e.... Keep doing the same things and you will get the same results !!! As an Business Strategy Consultant I always aim to look if there is another way as well as looking at what is working and methods for improving on that. It is often said that one cannot change distribution channels easily or taking on new partners is fraught with danger as the existing partners will object, resist and damage the ongoing business relationship. It looks as though many companies are in fact modifying their distribution channel strategies as well as looking to manage exisiting partners and relationships more effectively. As you look to get more out of your business could it be that taking some time out to examine your current distribution channel makeup and management should be the very thing to concentrate on ?? Get in touch if you'd like some outside perspective to help you on your way in your business endeavours. Best, Stephen C Campbell [distribution channel management trainer]


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  • March 26, 2010

    Interesting post Stephen. This really resonates with me. I manage a wholesale broadband channel, and I find the hardest challenge being how to gain traction within my partners base with my services, without patronising them into thinking that I know how to do their job better than they do. There is always a fine line between how involved you get in your partner’s business, and understanding where that line is can be markedly different for each partner. Sounds like I should have gone to that seminar of yours…!

  • June 10, 2010

    A large percentage of our sales are through distribution and reps. I am interested in evaluating programs to send our sales team through to improve our management of this channel.

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