Methodology

The Channel Dynamics methodology is a culmination of research, best practices and experience. At the very core of our methodology is the DynamicDSI model - a 3 phase process, comprising 10 Steps:

1. Market Definition

We assist companies to analyse the various dynamics of the target market (competition, distribution models, customer segments, market profitability, government influence, etc) in order to establish a foundation for the appropriate channel strategy.

2. Whole Product

There is often a gap between the marketing promise to the customer, and the actual product that is shipped. The whole product typically augments the generic product with support, peripherals, training, additional software or hardware, installation instructions, etc. We identify the functions - performed by the vendor, channel or other third party - that differentiate the generic offering from the competition and create a compelling reason for the customer.

3. Channel Strategy

In our experience, many of the problems vendors face with their channel aren't really problems with their partners at all. It's often that the partner program and engagement model is founded on an unclear or ambiguous strategy. We can help you create the right Channel Strategy for your business, and make sure it works for you and your partners.

4. Partner Identification

A sound channel strategy is based on the "selection" of partners, not merely "collection". It requires careful consideration of factors such as optimising the depth/breadth of the channel, minimising channel conflict, and the impact on profit margins. Our Partner Profiling model will help you identify the right partners for your business, and make sure that you select partners that can deliver on their promises.

5. Distributor Selection

For many companies, selecting the right distributor(s) can be the single biggest decision they may have to make. Should you even use distribution?Is it worth considering "sole" distribution? Which distributors should you be talking to? Our understanding of distribution and our Distribution Selection framework could mean the difference between success and failure.

6. Partner Recruitment

Most organisations will spend a significant amount of time selecting and recruiting sales staff, they typically adopt an ad-hoc approach to Partner Recruitment. We believe that you need to take just as much care in selecting your external sales partners as you do on your internal sales staff. Based on the criteria identified using our Partner Profiling model in Step 4, we will help you find the right partners, and more importantly, refine your sales message to make it compelling for partners to want to join you.

7. Business Alignment

Effective channel management begins with ensuring that all the company's processes & procedures are aligned with the goal of working with channel partners. That includes executive management support, operational issues (pricing, order processing, technical support, database management, end-user information capture, etc) as well as sales compensation schemes. We review the skills & knowledge of vendor staff, and examine the potential for conflict between internal systems and a sound channel philosophy.

8. Partner Enablement

Partner Enablement is a significant operational step towards the partnering process and creating shared commitment towards channel productivity. It includes Training for your Partners (sales, technical, operational, etc) in addition to establishing the support infrastructure (business plans, resource allocation, commitment to vendors programs, etc) necessary to fast track the partner's ability to sell the products.

9. Channel Programs

All reseller actions are driven by the desire to increase revenue, decrease costs, improve cash flow, leverage assets, or minimise their liabilities. This step addresses the issues that inspire partners to act. Our business processes enable you to review and fine tune your existing Channel Programs for maximum impact, and we work with you to create new programs that are relevant for partners, thereby ensuring the necessary commitment for success.

10. Performance Management

The final step in any channel methodology is the feedback & review mechanism. We outline processes to monitor and enhance channel performance, devise report cards and metrics to measure performance, and establish regular formal partner review meetings. We'll even help you with Sales Data Analysis, so you can identify and predict performance trends. Feedback from this process also acts as the input for reviewing channel efficiencies, and assisting in the ongoing channel optimisation process.

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Comments From Our Clients

  • "I have worked with Moheb on several channel projects including the ARN IT Industry Awards. He has deep channel knowledge and is passionate about how indirect sales can deliver product to market effectively. I would recommend him to anybody looking to build or improve their sales channel"
    ARN – Editorial Director, ARN, IDG Australia
  • "Moheb, apart from his extensive knowledge of the ANZ channel, is an excellent presenter. I have used him on many occasions to present some "unique" sales training courses, and would wholeheartedly endorse his professionalism and ability to deliver on commitments"
    Adobe – Channel Sales Manager
  • "It's great to finally work with an organisation that understands the simple and practical ways of maximising channel value"
    CA – Director, Channel Sales
  • "Channel Dynamics provided us with a straight forward and completely practical way to teach our channel how to understand and deliver complex messaging to their customers. Through this project we were able to set completely new positioning, in a very efficient and timely manner"
    Cisco – Regional Manager Channel Sales
  • "I have engaged Moheb and Cam for channel surveys and the facilitation of planning sessions. They bring with them a detailed understanding of the ANZ channel and knowledge of the market, and added measurable value back to our organisation."
    Citrix – Manager, Channel Development Team
  • "The Channel Dynamics team was a tremendous help in driving toward a more optimized, streamlined, and rational approach toward managing our channel, and helping them and us to grow"
    Citrix Systems – Area Vice President, ANZ
  • "The team at Channel Dynamics helped us understand the channel landscape, identify complementary partnerships and build a strong value proposition that addresses the IDEAL 15 questions"
    Dell – Channels Director
  • "Cam & Moheb are two of the best guys in the industry. Their knowledge of the channel and their professional approach makes them a pleasure to deal with. They have certainly made a difference to the way we do business - I can't recommend them highly enough"
    D-Link – Marketing Director ANZ
  • "Spot on. Cam had a lot of market knowledge and really stimulated discussions. The content was relevant, and I will be able to apply the content gained to my role."
    Ingram Micro – Product Manager
  • "Cam had excellent (inside) knowledge of the industry"
    iProvide – Partner Manager
  • "The most relevant training for the channel that I've ever seen and the feedback from every member of our sales team who attended his course was fantastic. If you're looking for an effective channel model, have a chat with Moheb."
    itX Group Limited – Marketing Manager
  • "The real value of Channel Dynamics is their channel insight and professional approach. Their research provided us with valuable feedback from executive management within our partners, which gives us the building blocks to develop and enhance our channel program."
    Juniper Networks – Channel & Enterprise Marketing Manager ANZ
  • "The absolute best training course we have ever done. Really hit the hot buttons where we were experiencing difficulties talking to resellers, and enabled us to talk to partners in a much more relevant manner. I would certainly recommend it."
    Lexmark – General Manager Channels
  • "Channel Dynamics delivered a combination of strategy development, training, recruitment, and general board level consultancy that significantly contributed and shaped the growth of our business. I could not recommend them more highly for their professionalism, knowledge, wisdom and experience"
    Mailguard – Sales & Marketing Director
  • "Channel Dynamics helped us focus and build upon our own knowledge and strengths to enable us to go to market with a strong, consistent message. The results were truly remarkable!"
    Netgear – Director - Distribution & Retail
  • "I have done several channel courses, and this one was tailored to the market we address. The other programs were cookie cutter approaches"
    Optus – Channel Manager
  • "Channel Dynamics has helped us to define a partner framework from beginning to end and has consistently exceeded our expectations in regards to their professionalism and the way they transfer their knowledge"
    Software AG – Channel Manager
  • "In one word their course was SUPERB. I also found that it provided a great environment for team building. The course encourages an environment where you learn the personal side to your partners, customers or colleagues"
    Symantec – Business Development, Education Services
  • "Channel Dynamics has always added tremendous value in my role as a Channel Director. The combined experience and knowledge of Moheb & Cam make it very difficult to go past them whether you need to train your staff, build strategy or improve partner engagement. In fact they can pretty much fulfil all your needs when it comes to partnering"
    VMWare – Channel Director
  • "There are many consulting companies but there is only one Channel Dynamics. The difference is their experience. Our engagement with them gave us an insight into our channel requirements that we never would have found by looking from the inside out"
    Watch Guard Technologies – Sales Manager
  • "Channel Dynamics understands our business, customers and partners. We don’t have to spend time teaching them our business - they get it. They are always professional, consistent, focussed on attention to detail, and the follow through is outstanding."
    Westcon – General Manager, ANZ