Transforming Your Go-to-Market Strategy

Mostdistributionchannelsareoutdatedandunwieldy,servingneithercustomersnorchannelpartnersadequately.Despitenewtechnologiesthathavestreamlinedmanytransactionsandprocesses,agenerallackofleadershipcombinedwithflawedanddeeplyingrainedstructuresmakedistributionchannelsexceedinglydifficulttochange.Whatcompaniesneed,saysV.KasturiRangan,isanewapproachtogoingtomarket—"channelstewardship"—thatsimultaneouslyaddressescustomers’bestinterestsanddrivesprofitsforallchannelpartners.InTransformingYourGo-to-MarketStrategy,Ranganshowshowanymemberofadistributionchannelcanadoptthisroleandlearnhowtoshapeaneffective,constantlyevolving,andmutuallybeneficialchannelstrategy.Thisbookoutlinesthreedisciplinesthatcompaniesmustmastertonavigatethecomplexdistributionenvironmentsuccessfully:maptheindustrychannel,buildandeditone’sownchannelcontinuouslytobestservecustomers,andalignandinfluenceone’schannelvaluechaintoensurethatallpartiesreapappropriaterewards.Ranganalsoprovidesguidanceonmanagingmultiplechannels,integratingtheInternetintoachannelstrategy,andovercomingcommonbarriersthatimpedetransformation.Afreshapproachtodesigningandmanagingchannelsforthelongterm,thisbookwillhelpfirmsexpandvalueforcustomers,partners,andthebottomline.