approach_innovative_channel_management(ppt27)-销售管理(编辑修改稿)

approach_innovative_channel_management(ppt27)-销售管理(编辑修改稿)内容摘要：

e portfolio of sales channels The number of channels increasingly plicates overall steering . high proportion of indirect sales channels with a limited share of sales 1. Problems The profitability of individual channels is not transparent . contribution margins are not known at sales channel level 2. The limited resources are wasted in unprofitable channels . field force gets tied down with historical target customers 3. There is no systematic control of channel performance . poor performance not recognized at an early stage 4. Strategic steering STRATEGIC STEERING Source: Roland Berger ICM 14 The sales channel mix must be aligned to profitability and value contribution Transparency on individual sales channel profitability Sales channel mix that creates optimum value Concept for a sales channeloriented controlling system Transparency phase • Specifying the existing strategic planning at sales channel level • Mapping interdependencies between different customer groups, product groups, and sales channels • Creating transparency on drivers of value and costs in the channel mix 2 weeks Determining allocation of sales and resources • Adapting the Roland Berger simulation model, RACE, to the individual conditions faced by the client • Simulating the allocation of sales and resources to the various sales channels • Identifying the sales channel bination that creates optimum value 45 weeks Controlling • Deriving channelspecific key performance indicators (KPIs) • Setting targets and budgets for sales • Embedding the KPIs in the steering and controlling systems • Adjusting the pensation system 4 weeks 1 2 3 Strategic steering: procedure and results STRATEGIC STEERING Source: Roland Berger 15 Implementation IMPLEMENTATION 16 Migrating project results to operative business was unsuccessful . partners cannot be motivated into getting involved 1. Problems The anization is not set up in a channeloriented way . channelspecific interests are not represented to product management 2. The systems do not meet the channel management requirements . controlling, performance measurement at sales channel level cannot be mapped in the system 3. The innovative channel management must be migrated from a project task to the operative business IMPLEMENTATION Source: Roland Berger ICM Implementation 17 Implementing the channelspecific support concepts Organizational implementation of innovative channel management 1 2 During the implementation of innovative channel management, the pany is given a structure in line with its sales channels Implementing the channel concepts Establishing the anizational structure • Transparency on existing sales anization and dimensions • Organizational requirements • Reanization/redimensioning Making adjustments to the system • Transparency on existing MIS, VIS • Defining a requirements catalog (specifications) • Introducing channelspecific concepts for product range, marketing, munication • Internal interface management (purchasing, product development) • Establishing channel projects • Structuring the partnership concepts • Planning and budgeting • Putting controlling processes in place • Introducing the modified pensation system • Job profiles • Transfer matrix • Communication/change management • Modifying existing systems, introducing new systems for sales steering, planning, control Systemic support of the valueoriented channel mix 3 Implementation: procedure and results IMPLEMENTATION Source: Roland Berger 18 Conflict management CONFLICT MANAGEMENT 19 The conflict potential increases as the number of sales channels increases . bination of direct and indirect sales, expansion of the channel mix to include priceaggressive sales channels 1. Problems Sales threats from channel conflicts are not systematically evaluated . the additional sales and the cost savings in the new sales channel need to be considered against the revenue decline in the channel under threat of conflict 2. Possibilities for reducing confl。