D.06 Channel Management
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Generic description:
Develops the strategy for managing third party sales outlets. Ensures optimum commercial performance of the value-added resellers (VARs) channel through the provision of a coherent business and marketing strategy. Defines the targets for volume, geographic coverage and the industry sector for VAR engagements and structures incentive programmes to achieve complimentary sales results.
Competence area: e-CF area D. Enable
Proficiency levels:
e-CF level | Description | Profiles (CWA16458) |
---|---|---|
3 | Acts creatively to influence the establishment of a VAR network. Manages the identification and assessment of potential VAR members and sets up support procedures. VARs managed to maximise business performance. | |
4 | Exploits wide ranging skills in marketing and sales to create the organisation's VAR strategy. Establishes the processes by which VARs will be managed to maximise business performance. | Account manager |
Knowledge examples (Knows /aware of/ Familiar with:)
- K1 the competition (what and where)
- K2 the market distribution across the field
- K3 sales channel typologies (e.g. direct sales, VAR, web marketing)
- K4 incentive policies
- K5 user experience of each channel type
- K6 legal issues relating to channels and VAR organisations
Skill examples (Able to:)
- S1 choose the best sales channel according to the product or solution being delivered
- S2 define discounts according to the competitive environment
- S3 select value added retailers based on thorough analyses, plan and make contacts
- S4 monitor and supervise channel performances in line with sales forecast and able to define corrective actions if necessary
- S5 apply digital marketing methods
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