Are your channel programs costing you share and
profit?
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are managing a current channel strategy based on outdated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. 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
