A channel marketing manager oversees the process of transferring goods from the source through resellers to the end customer. They decide which channels to use and minimize conflicts between resellers. Channel sales and channel marketing are complementary components of a marketing business, often led by separate departments in larger companies.
A channel marketing manager is the person responsible for channel marketing, a type of marketing done through a specific method called a channel. This can be through reselling or distributing the product to resellers, through direct sales, through phone calls, direct mail, via the internet, which is a very popular and profitable channel today, and many others. Generally, channel sales make use of indirect selling, mainly through resellers.
A channel marketing manager’s primary responsibility is to oversee the process by which the product or goods are transferred from the source, then through one or more resellers, and finally to the end user who is the end customer. There may be only one layer that separates a reseller from the source, as when the customer orders directly from the source, or multiple layers, when the product owner uses a wholesale distributor that sells to many resellers. Resellers are sometimes also referred to as resellers, resellers, and distributors, or are distinct. They are the ones who make direct sales to customers.
The first decision a channel marketing manager can make is which channel or channels to use. Often direct and indirect methods are implemented to maximize exposure to potential customers. The channel marketing director ensures that channel conflict is avoided. This conflict occurs when many channels and dealers are trying to sell the same thing, resulting in competition, which is a problem when market demand is not large enough to accommodate all dealers. There are several methods by which a channel marketing manager can minimize conflicts, such as splitting the products sold by different resellers. They may also limit the areas in which each dealer can exclusively operate.
A distinction needs to be made between two complementary components of a marketing business. One is channel sales and the other is channel marketing. A channel sale has to do with distributing products to resellers and resellers. This is called selling in marketing terms. Meanwhile, channel marketing ensures that all products carried by distributors and resellers are sold, which is called sell-through.
In large companies, channel selling is a separate department from channel marketing. One is led by a director of channel sales, while the other is led by a channel marketing manager. Smaller companies often settle for a combined channel sales and marketing section. In this case, one person is responsible for sales and sales.
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