Friday, February 18, 2005

Channel Strategy: Create a Competitive Advantage

Work with clients this year seems to be about refreshing and launching programs.

When I ran The Launch Group, clients always asked “What can we do to launch like the big boys?” It's a mistake to try to mirror a competitor's programs or to focus on a launch event.

Instead, work to find a process for channel management that uses scarce channel resources to create a competitive advantage. Use event money to train field personnel and drive sales in the program through key partners.

PR is great, but successful launches are more about long term business impact then one-time events.

Sent wirelessly from Baltimore via a BlackBerry and T-Mobile.


0 comments
Comments: Post a Comment

This page is powered by Blogger. Isn't yours?