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February 2, 2022
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At some point, you’ve likely heard the adage, “Go where your customers are.” Nowhere could this be truer than in channel management, where optimizing market coverage is a major priority and a driver of growth. However, the recent evolution of the channel landscape has added more complexity to the process. In just two decades, the number of channels available to both B2B and B2C consumers has expanded, creating a “good problem” for companies seeking to increase channel sales.

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Close your eyes and think about all the places you can now purchase products. There are traditional brick-and-mortar retail outlets like GAP or Dick’s Sporting Goods, or online e-commerce sites like Amazon or Newegg. You can click an ad you see on Instagram or Facebook, or maybe your favorite YouTuber shared a new product. It's never been easier for companies to reach customers. However, this proliferation of channels presents brands with a plate of jumbled spaghetti noodles – disparate partners and mounds of unorganized data – and they are left to try and sort out one strand of pasta from the next. Such complexity demands a more sophisticated, organized approach to channel management.

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