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AUDIT
Channel Strategy
For more information, contact Curt Hitchcock at 717.393.3831, curt@godfrey.comChannel Strategy Audit
A methodology for evaluating the effectiveness of your multi-step distribution channel strategy.
Godfrey's Channel Strategy Audit is intended as a guide to assist you in providing the information we need to generate a distribution channel strategy analysis. This audit is organized into several parts, starting with a cursory survey of your business environment, and then concentrating on the key issues that can result in strengthening or reshaping your distribution channel strategy. Although our face-to-face meeting time may be limited, we hope this audit will allow you to provide more thoughtful and detailed information, so that our deliverable to you has significant value. Thank you in advance for this opportunity, and for your time and cooperation.
1Company and Industry Overview
Describe the primary product/service areas your company is engaged in.(Is it a commodity? Preferred product in quality or performance? Custom-engineered or -installed solution? Business service? Other?)
Name the key markets your company sells its products/services into.(Do separate channel strategies exist for each of these markets? If so, provide a brief description of each.)
Describe your company's product/service distribution method(s).(One step, two step, direct-company or independent sales agents, value-added resellers, hybrid, other.)
Is e-commerce part of the equation? How?(Did this change your distribution strategy? How?)
Are you currently losing market share because the channel has changed or has begun to disappear?(If yes, does a strategy exist to overcome this? How does this strategy differ from what you have been doing? What are your expectations?)
2What specific distribution challenges is your company, or your industry as a whole, currently wrestling with?
What company in your industry is most effective in dealing with these challenges? What are they doing and what success are they achieving?
What specific distribution strategy changes/enhancements would your company and your distributor partners benefit from?
Are you satisfied with your channel strategy, but looking for new or better channel partners?
If you could change one thing about your distribution strategy or channels, what would it be?
3Revenue Enhancement and Cost Reducing Strategies
In general, do you think that your distribution strategy or current channels are performing up to your expectations financially?(Are there issues with the top line [revenue generation] or the bottom line [cost containment] or both?)
Has your company instituted any significant channel management cost containment measures in the past several years?(If so, please describe them and the results you have achieved relative to expectations.)
Has your company looked into new or alternative channel outlets you feel have the potential to generate revenue or improve cost?(If so, please describe them. How would opening new channels impact your current distribution? What metrics did you look at in your cost benefit analysis?)
Are you leveraging technology to reach new types of customers, or penetrate new geographies that were previously out of reach?(If yes, what results have you achieved relative to expectations?)
What is your 2-5 year plan for leveraging technology?(What are your key competitors doing? Do you see their use of technology as a threat?)
4Are you using customer satisfaction strategies (such as surveys, success stories and application articles) to promote what your channel has to offer new end-use customers and prospects?(If so, what are you doing and how are you gauging the perceived value from channel partners?)
Do you think a vertically structured, multiple channel strategy could open up new opportunities to reach your end user?(Has your company considered such a strategy? Have you implemented it? If so, what results have you achieved relative to expectations? If not, why not?)
5Brand Identity and Integrated Program Issues
For background, how is your brand (or company identity) positioned in your industry (against your competition)? How does it "rank" in terms of awareness, preference, af... [download for more]
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