Channel
Coverage
 Situation:
Plan and manage Channel
activities in Brazil providing consistent results along time always was a big challenge for our
customer, an American multinational of
Technology sector.
Business Impact:
Indirect sales was almost 20% under target
because of increasingly conflicts between Channel Partners and direct sales
force.
Root cause:
There was a lack of information about market need and market offer in
Brazil. A Channel system that took two
years to be developed by Information Technology department to eliminate this
problem did not provide information
required by Channel Sales and Marketing managers to behave their
functions.
Implemented solution:
A Channel Coverage system nicknamed Spider was developed presenting
Market and Channel coverage information retrieved from internal and external
sources. Sales regions of
equivalent size were created aggregating potential and current customers. Certified
Sales and Consulting professionals, demo
equipment and training then could be graphically showed by sales region in
graphs and reports.
An analytical tool was built making available to power users
sophisticated analytical functions. Channel Sales and Channel Marketing managers, that had
actively participated on new system business requirements definition,
were trained and their feedbacks used to improve new releases of system.
Channel coverage information begun to be used in all Channel planning
meetings, supporting CHAMP - Channel Account Management Process methodology
implementation, covering gaps, suppressing overlaps and improving Channel
effectiveness and sales .
Results and benefits:
Due to the achievement of a better balance between Channel needs and
Channel offering almost
eliminating conflicts, indirect sales productivity
increased 30% and quota was exceed for several consecutive quarters. By
this outstanding result Brazilian operation was rewarded as the Best Channel Operation in Latin America.
Reading
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opportunity of improvement? So, don't lose time or take unnecessary
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