Secessions for Day 1 :Session One

Designing Channel Strategies

How would you design your Go to Market Model
Channel Design factors that influence choice of Channel(s)
Channel Objectives by product category and Industry type
Understanding your channel partners background and objectives when selecting channel partners
Exercise: Specific practices that will assist you to make the right channel choices and implement the appropriate Go to Market Model for your
business
Session Two
Developing Effective Channel Strategies
Increasing penetration ie. More Outlets/Channels
Selling more within existing Channels
Seizing the potential of Tier II, Tier III and Rural Markets
Making your channel strategy more cost-effective by creating effective value propositions, programs and performance metrics
Exercise: Reviewing your current channel strategy and structures and formulate action to create more effective operations throughout India
Session Three
Case Study Presentation - Overcoming the Complications of Working with the Rural Channels to Enhance your Revenue
Implementing flexibility in your rural channel distributions
Making your costs justifiable to your profits over factors such as space, distance and time
Bridging the gap between working for the computer literate and working with the computer illiterate
Familiarising yourself with the consumer behaviour of the rural market and understand their market trends
Amit Gossain Vice President Marketing & Business Development
JCB India
Session Four
Aligning Organisation Objectives and Channel Partner Expectations to Ensure Channel Partner Loyalty
On-boarding and inducting channel partners
Utilising your channel partner relationship to find out what are their expectations from you
Managing channel partner needs: Bringing them closer and using non monetary rewards
Designing loyalty and incentive programs
Exercise: In this session we will review best practices in India and Internationally that will allow you to devise strategies to keep your Channel
Partners engaged and motivated to work with your organisation
Session Five
Building a Robust and Sustainable Relationship with your Channel Members
Moving from Un-trusted Unknown to Trusted Advisor Accelerating the journey
Having a mindset of channel members as partners in progress rather than adversaries
Effective Communication - Delivering your requirements in a simple manner for easy understanding
Jointly handling the challenges faced by your channels to help them achieve profitable sales growth f
Managing wholesale channels

Exercise: This session will discuss initiatives and activities that will enhance your channel relationship building skills

Session One
Handling Channel Conflicts: With a Channel and between Channels
The Genesis of Channel Conflicts: Expecting the unexpected when dealing with large number of channels from various backgrounds
Using strategies of conflict resolution
Coping with situations that can arise from the sudden termination of a channel partner due to Conflict
Exercise: Assessing real life examples that will help you take effective steps when faced with a conflict
Session Two Case Study Presentation
Managing Conflicts to Nurture Relationships with Channels
Managing conflicts with multi channel providers
Delivering information in the most appropriate manner to your channels
Understanding your channels needs and challenges and having them understand yours
Identifying new ways to deal with unorganised channels to avoid further conflict Ravi Singh Head Marketing
Essar Steel
Session Three
Measuring Channel Productivity and Reviewing Cost Effective Ways to Maximise Profit Margins
Improving the productivity by conducting Coverage Reach and Frequency analysis

Incorporating reliable methods to maximise revenue and manage the cost of your channels better so as to improve Channel Partner ROI .
Enhancing Partner's Sales Force productivity
Exercise: The session will offer different insights & examples from different industries on Performance Metrics to track and improve Channel
Partner productivity
Session Four
Building a Sales Force to Manage Channels
Ensuring appropriate sales structures and systems
Ensuring role clarity and support at each level and creating a proper mindset
Recruitment, Induction and Training of company and Channel Partner sales force

Specialising your team into working with a set number of channels to ensure appropriate attention is paid to every channel
Developing sharper negotiation skills
Exercise: This session will examine Best Practices and methodologies followed in India and Internationally to ensure that the sales force is well equipped to handle and
negotiate with channels in the company's Go To Market Model

Session Five
Using Management Information System (MIS) for Better Management of your Sales, Field Force and Efficient Tracking of Channels
Devising data analytics and corrective action strategies to keep track of your channels' performance
Overcoming the issue of inconsistencies by creating a robust system to track your channels progress
Use of technology from Distributor Management Systems to Handhelds
Exercise: Delegates will examine and learn how to develop and use a database to keep track of all current and potential channel performance
Session SIx
Looking at the Future Channel Innovations
The Digital Space - including On Line, Telemedicine etc.
Modern Trade
Multi-Level Marketing
Value of Servicing
Exercise: Delegates will be exposed to & discuss new types of Channels in India and their experience so far. This will be used to shortlist any
possible innovative/new channels that they can exploit for their products.