Successful channel marketing takes a full team. Not only that, but the strategy must bring in the right players, with the right tools, at the right time, to deliver the right message, to the right audience. Whew! Sounds easy enough, right?
I’ve spent the majority of my career as one of those players in channel marketing. I first led a small marketing department at a local dealership for a construction equipment manufacturer, and now support marketing at the manufacturer level at our agency. Each channel — from the manufacturer to the dealer sales representative — plays a critical role in successfully bringing products and services to customers.
Below are some of those key players and where I've seen hits and misses along the way.