What is Channel Management: An In-Depth Analysis

In business, a channel is how you sell your products or services to your intended customers. Many companies sell their products and services in many different ways. You might sell on your website, through social media, and in your brick-and-mortar store. You may even sell larger products through a network of manufacturer reps while you sell replacement parts and accessories online. At times, tracking and trying to optimize all the channels can be cumbersome. Here, channel management comes in.

Thus, this article will cover all the important aspects of channel management including some crucial channel management strategies.

What Is Channel Management?

what is channel management

Channel management in business can be described as the strategic planning of a business to promote and deliver the distribution of its services or products in the public market.

This really is an appropriate method of communication along different channels, such as advertisement product distribution and partnership with third-party companies.

Company needs vary not only according to size but also according to the company’s structure. On that note, marketing channel management is also known as supply chain management.

Models of channel activities say that generally, channel management involves marketing and sales strategy, supporting the distribution partners, and vendor management.

CRMs software can effectively track the channel performance and provide the necessary support. Channel management should be worked upon by setting goals, defining policies, choosing the right channels, and focusing on the sales and marketing programs.

Effective communication is the key to achieving a company’s goals and objectives from the internal and external perspectives.

What Is A Channel Manager?

Channel managers create account profiles, train channel partners, and track competitor activity. They talk to sellers, make plans for expanding the market, and sell in different ways.

The channel manager is part of the promotion team that works to increase sales and build relationships with current customers. He/ She will develop and implement marketing strategies, manage reports, and watch partners’ patterns.

They make proposals, business cases, and ROI models for their target customer base.

Channel managers usually have a bachelor’s degree in business or sales management, strong leadership skills, problem-solving skills, time management skills, and experience working in a cloud-based environment.

Importance of Channel Management

It is a function that puts itself in direct contact with the customers, supporting third-party partners and managing the vendors.

Proper channel management requires thought to be put into planning because it enables the tracking of how different channels will contribute to the business needs.

A well-managed channel by a company propels it to get its products to the market when the customers want them most and in a way that maximizes profits and fosters goodwill with its partners.

However, channel management is all about a lot of planning and may get a bit complicated when one is dealing with many channels.

It is an integral part that should be incorporated to enhance the business strategies and reach the target markets.

10 Crucial Strategies For Channel Management

Each type of channel management focuses on a distinct aspect of channel growth and upkeep. Channel management strategies are listed here.

1. Brand Experience

Different areas of channel development and maintenance may relate to many different kinds of channel management.

The top example of channel management strategies includes – a robust brand experience plan, which is vital for a business to keep the brand voice consistent over all channels.

It will communicate the values of the company to its target customers, which will attract them to interact with the business.

For example, a cosmetics company would rely heavily on visual commercials and point-of-sales marketing in the form of free samples and positive-affirming statements.

2. Channel Architecture Development

Channel architecture is the structure a business uses to move products from producer to customer.

Its complexity or simplicity depends on the size and requirements of the business it is. For a business manufacturing its goods, channel architecture should be simple.

3. Channel Conflict

Sources of channel conflict exist as a result of counter-productive or unfair competition between the affiliates. This could ruin the reputation and relationship of the network.

Channel conflicts must be evaded through proper planning and continuous re-evaluation of channel architecture and strategy.

Re-negotiation with the partners will provide for a plan that meets stakeholder interests and keeps off conflicts.

4. Channel Strategy

A channel strategy is just an action plan to put into place your channels. In most cases, they are developed along with your plans for sales and distribution but could be included with general expansion plans for selling in other markets.

For instance, you could have a channel strategy dedicated to what steps you plan to take to expand your market through online or digital marketing.

Or perhaps you’ll have one that lays out a partnership program for increasing value for your resellers.

5. Distribution

Logistics optimizes delivery logistics so that control over product distribution is maintained across all the channels. The logistics may vary for online and offline retailers.

This should also provide a better channel for bulk wholesale preparation for distribution to the customers, who may have different options for direct customer delivery, and ensure that more methods are effective and with the best cost possible.

6. Pricing

Another element businesses can use in their channel management strategy is pricing, which can also be based on the location or method of product purchase.

Different channels can have different customer specifications that will impact the set price. For example, a luxury-priced product would be priced higher in a very affluent area, since wealthy customers would more likely pay higher prices.

7. Relationship Management

Relationship management is urgently a process of establishment, development, and maintenance of third-party relationships with, for example, vendors, agents, retailers, wholesalers, and manufacturers.

This calls for effective prior planning and comprehension of both partners’ and business goals in an effort to enhance the achievement of objectives.

This attracts the role of organizations setting out plans that are flexible enough to accommodate changes in business goals and reasonable working associates’ interests.

8. Revenue Management

Revenue management – refers to maximization of revenue collected from the sales of inventory. For example, a retailer of clothes will minimize the volume of inventory for a particular item with minimum demand and maximize such for another popular item to maximize profit.

For instance, discounting bathing suits towards the end of summer creates an incentive for the customers to shop for remaining items hence giving more space for fall and winter clothing merchandise.

9. Sales And Operations Planning

Sales and operations planning is the process of forecasting the demand for products and services and then raising the level of manufacturing to satisfy those demands. Host presentable items, for example, are normally in demand during the holiday season.

Therefore, businesses will be privy to the demand for their products over the year, following which an elaborate plan is developed to initiate or ramp up the production of seasonal items in time for distribution in that quarter.

All this is done so that companies may invest in full-fledged research and develop detailed models to be capable of forecasting the demands of products every season.

10. Sales Management

Sales management represents how you are going to plan for managing your sales or partners. For example, sales management could be the design of incentives to stimulate customer interaction and promote sales.

It could be performance management through an analysis of the efficiency of the outputs of a process meeting the goals intended.

For example, performance management is a strategy that one can use to achieve 25% more sales by the last day of the quarter online.

It monitors your performance such that improvement in moving towards objectives can be made by changing the strategy.

Choosing The Right Channel Management Software

How to choose a channel management software solution defines what you need for channel management. Identify the need for an industry-specific solution. Think about the technology you will be using for your channel partners.

Make a list of the must-have functionalities. Search for CRM solutions that meet your criteria. Have a clear understanding of how the pricing is constituted.

Capitalize on the free trials that various CRM vendors offer. Make a choice on channel management Solution.

By this, you will realize exactly what your company needs; you will ensure that the solution grows along with your business, and at the same time, be able to properly train your channel managers, marketing people, and salespeople.

How to add a manager to a YouTube channel?

To add a manager to your YouTube channel, sign in and go to your YouTube Studio. Click on the “Settings” tab on your YouTube Studio dashboard.

Now click on “Permissions” under the “Settings” category, click on option 1, and enter the email of that manager.

Related Content: What is Affiliate Marketing & How To Get Started

Final Thoughts

Channel management definition helps to streamline the production process and the distribution process, sales, and marketing programs. These systems also enable organizations to track their tasks, processes, and results.

Among the most popular channel management software currently in the market are Salesforce Accelerate Channel Management, Workbooks CRM, Salsify Product Experience Manager, and Pageflex.

Channel managers build more awareness for your brand, connect your products to the right people, carry out marketing plans, define sales strategies, price products and services, manage working partners, and always maintain an overall level of exceptional customer service.

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