FOCUSED

The right channels

Sales channels critically shape how companies reach customer and how products/services are sold, supported and scaled, directly or through partners

Channels determine how effectively a company can reach its target customers, deliver value and scale revenue
The right mix of channels (e.g., direct sales, partners, distributors, online platforms, resellers) can expand market coverage, reduce the cost of acquisition, and accelerate growth by leveraging the strengths of different routes to market
Strong channel strategy ensures customers are served in the way they prefer to buy, while optimising internal resources and enabling the business to tap into new markets, geographic regions and customer segments
Ultimately, well-designed sales channels create both efficiency and competitive advantage

Define the end-to-end customer journey to understand buying preferences and behaviors
Identify preferred channels and influencers at each stage of the buying lifecycle
Match channels to stages based on customer needs, deal complexity, and value
Establish clear roles and handoffs across direct, partner, and digital channels
Integrate systems and data to deliver a consistent, connected experience [hyperlink to right processes and systems dimension]
Continuously optimize channel performance using conversion, cost, influence, and satisfaction metrics [hyperlink to right performance management dimension]

Assess product and service complexity to determine the right level of sales engagement (high/low touch, expertise/efficiency)
Evaluate technical and consultative needs to decide where hands-on guidance or solution design is required
Segment accounts by size and strategic value to assign direct, partner, or digital coverage
Match relationship depth to account importance, favoring direct or hybrid models for key customers
Balance efficiency and scale by using partners for low-touch segments while retaining direct ownership of growth accounts
Ensure channels can accurately represent the value proposition and manage complexity

Identify all sales channels and associated cost components
Calculate fully loaded channel costs, including direct expenses and allocated overhead
Measure cost per sales activity across leads, opportunities, and closed deals
Assess revenue impact to determine acquisition cost and cost efficiency by segment
Account for partner margins, incentives, and co-selling investments
Model cost scalability as volume grows, comparing linear and leveraged channels