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Channel Strategy & Planning

Plan and execute profitable channel strategies and business

Business need

Establishing the strategy for sales through a team or organisation that is not directly under your control presents special challenges. Learn how to plan and implement a successful channel strategy and manage channel performance to achieve outstanding growth and results with your chosen partners.

Who will benefit?

This course is ideal for those who wish to achieve sales through UK or international indirect networks (distributors, wholesale outlets, agents, brokers, franchisees and re-sellers). It is relevant to managers with responsibility for establishing or managing a channel strategy and distributor selection and is of equal benefit to those who are new to, or experienced in channel management.

High spots

* Business planning skills – good business planning lies at the heart of profitable channel management. You’ll take away a variety of practical techniques to help you develop an effective channel business plan which delivers lasting results

* Account planning - using a set of pragmatic tools to drive mutually beneficial channel growth

Key learning points

* Recruit the right channel partners – identify characteristics of a ‘dream distributor’ according to your own channel specification and portfolio

* Use interview techniques to fully stretch potential channels – avoid costly mistakes of wrong partner selection with a rigorous selection process

* Produce and present business plans that win commitment from your channels – target key elements and present them in an acceptable way to your channels

* Get agreed decisions implemented - with the help of latest business planning tools

* Effectively monitor your channel partners – understand what Key Performance Indicators are, their importance in channel management and how to set and monitor activity and result targets


Delegates attending this programme will also benefit from attending Channel Partner Excellence.