Channels Handbook, 2nd edition

The Channels Handbook is unique in the IT industry. It is the premier management and channel strategy guide for all personnel having direct or indirect contact with their organization’s channel partners or the organization’s channel strategy.

Section One, Thinking strategically about channels (4 chapters) has been written to help readers begin to think strategically about their channel strategy and their channel organization structure. Strategy and structure must be in alignment in order for an organization’s channel activities to be successful over the long term.

Section Two, Start with target markets (3 chapters) focuses on the fundamental first step of any channel strategy . . . an understanding of the target markets for the channel partner. The section also examines issue of channel segmentation, push/pull strategies, distribution intensity and channel coverage models.

Section Three, Create complete products (2 chapters) focuses on the one biggest reason that products/ services launched through the channel fail. The launches fail because the products/services are incomplete. The section highlights the requirement of vendors to create and launch products that are channel-ready.

Section Four, Create channel functionality (4 chapters) examines the requirement to develop channels that are ready for vendors’ products and services. The section focuses on channel system modification, channel expansion and the difficult decision of channel contraction.

Section Five, Select the correct species (11 chapters) focuses on matching the channel functionality requirements of the vendor strategy with the various species of channel partners available in the market. The section provides insights into how and why a vendor might select one species of channel partner over another. In addition, the section provides insights into how each species of partner makes money.

Section Six, Build R/E/A/L business propositions (7 chapters) introduces important new tools and analysis in the areas of channel marketing programs. Beginning with an analysis of R/E/A/L channel programs, the section goes on to help readers clearly understand what types of programs partners want to invest in.

Section Seven, Manage the channel relationship (5 chapters) examines the channel management job as a “boundary spanning role” and then analyzes the characteristics of the best channel professionals. The section also examines channel conflict, changes in channel management and measurement and metrics.

Section Eight, Align your channel system (9 chapters) is an analysis of the channel organization of a vendor as an open system. The section introduces the Total Channels Concept, and examines in detail the various functions that need to take place for a channel to function successfully.

Section Nine, Fix your service channel strategy (4 chapters) focuses on why and how vendors must establish successful channel strategies to support their moves into the service business. As the importance of the service business grows, so too will the importance of a successful service channel strategy.

Go  to Vendor Edge to view a several chapters of the Channels Handbook.

Channels Handbook
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