Channel Management: Connecting Products to Customers

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Today we discuss channel management (from selection to optimization) using the SBI Revenue Growth method (bit.ly/6stepgrowth) with today’s guest Chris Bittner, the senior director of global sales and channel strategy for Autodesk.

00:41 Introducing our guest, Chris Bittner
02:09 Determining product channel fit: The art of matching products, channels & customers.
03:40 Finding your end customer’s channel preference
05:20 Using ideal channel partner profiles (are they worth the effort?)
06:37 Why are channels consolidating and how should you adapt your channel strategy?
10:15 How to ensure proper coverage across channel partner networks
11:55 The capability component of coverage: knowing how your channel partners sell your product
14:14 Identifying when channel partners favor a competitor’s product and how they position them against yours
17:40 A look at how Chris selects channel partners
19:20 Criteria to look for in channel partners
20:26 Onboarding new channel partners
23:45 The first 3 steps to optimizing your sales channels


SBI Sales and Marketing Video Podcast Episode Summary:

Channel management: The key to greasing the wheels of any sales strategy. If you want to streamline how to get your product to the end customer, this is a good place to start. We’re joined today by Chris Bittner, the senior director of global sales and channel strategy for Autodesk, to discuss the ins and outs of channel management.

We start our conversation by looking at how Chris determines product channel fit & how he learns what channels his customers want to buy from. We go on to talk about channel partners and the ideal channel partner profile, as well as how to deal with channel consolidation. Chris also talks us through channel coverage models and how to gain an understanding of competitor channels with a competitor channel analysis. We then discuss signing, onboarding and managing channel partners, skills that even a market leader would benefit from mastering. We conclude by going over the top 3 tips you can implement today to put yourself on the path toward a highly optimized channel management strategy.


Ready to Make Your Number?

If you want a copy of the workbook mentioned in this video, go to SalesBenchmarkIndex.com/2016-report to see the details of our six step revenue growth method, which covers market research, corporate strategy, product strategy, marketing strategy, sales strategy and talent strategy. If you want to have one of SBI’s seasoned sales and marketing consultants help you implement our revenue growth strategy in your organization, let us know at https://salesbenchmarkindex.com/contact-us/.