Description

'The Channel Advantage' deals with one topic, and deals with it comprehensively and rigorously: how to construct a sales channel system that will yield world-class sales performance and durable competitive advantage. This book helps readers move decisively away from the notion of channel strategy as a sideline to the core business. Building a channel advantage is the core business today, and this is an essential text and reference for all serious marketing and sales professionals and students. Channel innovation is separating market winners from market losers, and not just in leading-edge technology industries. In a business world where industry players are selling practically the same products at essentially the same prices at about the same cost, the only real source of sustainable competitive advantage is the sales channel: how you sell, not what you sell. Selling becomes a question of how to connect products with customers via the best mix of sales channels: the sales force, value-added partners, distributors, retail stores, telemarketing, and the Internet. In short, how companies sell has become as important as what they sell. 'The Channel Advantage' explains how leading companies develop strategies that integrate e-commerce, telemarketing, sales forces, and distributors to achieve superior sales performance and sustainable competitive advantage. Timothy R. Furey is chairman, CEO and co-founder of Oxford Associates, a privately held consulting firm specializing in sales and market strategy, e-commerce channel integration and market research, based in Bethesda, Maryland. Oxford has achieved an annual growth of more than forty percent since its creation in 1991 and was named one of America's 500 fastest growing private companies by Inc. Magazine in 1997. Furey, a pioneer in the use of hybrid sales and marketing strategies for blue chip companies, works ext

Key Features

The first rigorous and definitive guide looking at the whole field of channel strategy Shows you how to evaluate new channels Uses real life case studies illustrating cutting edge channel management

Readership

Marketing and sales professionals; Students

Table of Contents

Introduction: the competitive advantage of sales channels; Choosing the right sales channels... - The starting point: product-market focus; Aligning channels with how customers buy; The impact of products on channel selection; The bottom line: the economics of channel selection; ...And building them - The 'leveraged' sales force; Business partner (indirect) channels; Telechannels; The Internet; Managing channels for high performance - The art of channel mix and integration; Investing in (and across) a portfolio of channels; Measuring and managing channel performance

Details

No. of pages:
228
Language:
English
Copyright:
© 1999
Published:
Imprint:
Butterworth-Heinemann
Print ISBN:
9780750640985
Electronic ISBN:
9780080500911

About the authors

Lawrence Friedman

Larry Friedman is CEO of The Sales Strategy Institute, an international go-to-market strategy and planning firm based outside Washington, DC.He is lead author of the best-seller The Channel Advantage (Butterworth-Heinemann, 1999) and co-author of the influential book, Getting Partnering Right (McGraw-Hill, 1996). Widely credited with establishing go-to-market strategy as a core focus of the corporate boardroom, Larry is recognized as a pioneer in the field of multi-channel integration and one of the world's leading experts on business partner channels. Over the past fifteen years, he has consulted to executives at a third of the Fortune 100, and has assisted in the negotiation of over 200 strategic alliances and partnerships on site in 21 countries. He is a sought-after guest speaker and lecturer throughout the US, Europe and Asia. Larry and his wife Kim reside in Reston, Virginia.Please visit www.ssiadvantage.com.

Reviews

"The Channel Advantage is filled with insights and useful examples. It provides a clear roadmap for businesses seeking to catch up with important changes in consumer behavior by integrating the Internet into an effective blend of channels." Steve Case Chairman, America Online "The Channel Advantage is a compelling and important book. It is a timely one as well. Companies are struggling to improve sales force performance while trying to figure out how to integrate and use new, alternative channels. This is perhaps the first book that offers a coherent overall framework for going to market. Its ideas will shape how companies use sales channels for years to come." Neil Rackham Author of SPIN Selling "The new market place, driven by digital commerce and changes in customer behavior, allows anybody to buy anything, anywhere at any time, so businesses must reach out to their customers everywhere at all times. The Channel Advantage makes a compelling case that by recognizing this challenge and by taking advantage of the new opportunities it offers, the seemingly impossible of today can be transformed into the successes of tomorrow." Rick Thoman President and Chief Operating Officer, Xerox Corporation "If you're looking to rethink the way you get products to market, this book asks all the right questions. Very thought provoking!" Thomas E. Bullock President and Chief Executive Officer, Ocean Spray "Executives who fail to place a high priority on new channel marketing strategies, especially the Internet, place the future of their enterprises in serious jeopardy. They, in particular, need to read 'The Channel Advantage' in which Larry Friedman and Tim Furey nail the issues soundly in a very easy-to-read, w