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Marketing Through Channel Partners

Executive Education > Courses > Marketing Through Channel Partners

Marketing Through Channel Partners

Day 1

Market access strategies

Our course begins with a big-picture look at the “go-to-market” philosophies behind the execution.

Integrated channel management: an executive viewpoint

  • The art and logic of strategic channel alignment
  • How to manage multi-channel systems
  • Integrating the Web, both as a channel and as a means to support other distribution methods
  • Recognizing catalysts and obstacles to change

Legal aspects of distribution arrangements

  • Drafting distribution contracts to address exclusivity, pricing and competitive issues
  • Implementing changes in distribution contracts
  • Terminating manufacturer-distributor relationships

Day 2

Optimizing your channel structure

Identify the specific elements necessary to create and manage an effective, profitable distribution network.

Assessing channel structure and performance

  • Recognize the strengths—and weaknesses—of specific channel types
  • Align products/product categories with channel selection
  • Define the “ideal” distributor, dealer or rep for your needs

Improving channel performance

  • Create better pricing strategies
  • Design relevant and effective co-op programs

Day 3

Improving sales performance

True channel partnerships can lead to improved market presence...and improved sales performance.

Ongoing channel management and motivation

  • How to avoid and overcome distributor pitfalls
  • Fundamental issues in building distributor loyalty
  • Developing your distributor sales strategy
  • How to select and coach your product champion
  • Managing conflict
  • The value of advisory councils
  • Implementing effective pull-through programs

Schedule

Evening before course — 5:30 – 7:00 p.m. Optional dinner for those arriving early
Day 1 — 8:15 a.m. – 4:30 p.m. Session
Day 2 — 8:15 a.m. – 4:30 p.m. Session
Day 3 — 8:15 a.m. – 3:15 p.m. Session

The University of Wisconsin–Madison, as a member of the University Continuing Education Association (UCEA), authorizes this course for 2.1 Continuing Education Units (CEUs) or 21 hours.