The Seven Most Common Channel Strategy Mistakes

During my 26 years at Frank Lynn & Associates, Inc., I have seen and helped to create very innovative go-to-market channel strategies across many industries. However, I have witnessed many manufacturers and service providers make the same errors in judgment over and over again when designing their channel strategies. It almost seems as if they have all read from the same book "How to Ensure a Failed Channel Program," which I have never come across, but am convinced is in its "nth" printing.

Based on the firm's 33 years of experience, here are the most common misconceptions we have seen in business-to-business markets that sell through distributors, wholesalers, dealers, etc.