This is the eight in a series regarding Sales Channels Last time we discussed the scenario of a direct sales channel and switching or adding an indirect channel. The key issues were: a complete strategy, reseller selection and a reseller program(s). This posting is about adding a Direct Marketing function. Again, like the last discussion, [...]

  This is the seventh in a series regarding Sales Channels   One reader, who felt that the scorecard was a good guideline in defining the appropriate channels for many enterprises, wanted some insight on what should be considered in changing/ adding another channel, as her current channel is underperforming.  Well when the reader asks, [...]

  A number of you have asked, “Who does sales channels well?” after reading my series about different sales distribution models.  (www.firealarmmarketing.com/blog).   The Direct Model:               Some of the major insurance companies demonstrate outstanding customer segmentation by their marketing campaigns.  They are focused, know their key messages and develop “packages” that address customer [...]

In my series about different sales distribution models, I talked about the direct model (ones own sales force), indirect (reseller/distributors) and direct marketing (emails, bloging, etc) along with their pros and cons (see our blog for more detail, www.firealarmmarketing.com/blog).   Noting that generalization is always dangerous, I will ignore it and state that if one [...]

My last three posts talked about channel “surfing”, the direct model (one’s own sales force) and the indirect model (utilizing resellers/distributors/ISV) for sales distribution. Both models have their advantages and disadvantages but in either case it is critical that your selection align with your overall strategy. Let’s look at the third model, direct marketing (basically [...]

My last post talked about the direct model of distribution (one’s own sales force).  The primary advantage of direct is having control and the ability to give direction to the sales team.  The potentially major disadvantage is overall cost.  As promised, let us look at the indirect model (via reseller, distributors, etc. for sales).   [...]

As I stated in my last blog, it seems if corporate America regularly changes their sales distribution methods with the latest trend orienting towards indirect versus direct distribution. I suggested there are a number of issues to consider before ones changes or shifts their distribution model.  So before one changes let’s look first at the [...]

A discussion on how social network fits into the Promotion element of the classic Marketing Mix.

Like spring cleaning, it seems if corporate America changes their sales distribution methods on a regular basis. The latest trend seems to be oriented towards the indirect versus direct distribution. As best I can tell, projected or forecasted cost savings seems to be the main reason for this conversion.   My experiences and observations are that [...]