Channel Connexions Process

As I have previously mentioned, I like systems. They help organize and enable consistency. Systems need to be flexible in order to adapt to different environments, so please keep that in mind as I introduce the Channel Connexions process.

At the heart of the process is a model that I have adapted from the SAS Institute. I like this model because it is very flexible and yet offers a clear path to effective channel program execution.

In upcoming posts, I will elaborate more on each of the components, but let me start by stating that it is incredibly important as a channel marketing professional to engage a wide constituency in the development and execution of an effective channel program. Sales, Marketing, Product Management, Finance, Operations, Service, and the Executive team all provide the necessary functional expertise required with a great channel program. Additionally, these constituents will be of great value during the launch and execution stages of the program.

In simple terms, the Channel Connexions Process is:

• Planning: Alignment with the company strategy and individual functional teams
• Target: Find your audience and adapt your message accordingly
• Act: Effectively deliver your program
• Learn: Measure and adjust your program for effectiveness

Customer and channel data is an important part of this process. Both qualitative and quantitative data should be used in each part of the process.

PLAN --> TARGET --> ACT --> LEARN