Frank Lynn & Associates has observed an interesting
similarity among our clients recently, particularly those in
traditional mature markets. These clients have realized they are
managing a current channel strategy based on outdated channel
programs. Often through benign neglect, these programs have failed
to keep pace with both market evolution and changes in the
manufacturer's channel strategy. When did you last review your
channel programs?
When most manufacturers think of channel programs, the focus
immediately turns to economics; the channel pricing structure and
other elements of the economic relationship with your channel
partners. And most manufacturers have done a good job of keeping
their channel pricing current with the channel strategy. However,
your channel programs go well beyond the economics—they
impact virtually every element of your channel relationships. In
this paper, we review the elements of a well crafted channel
program, and address some common
