Program outline for public workshop.  For details on customization see Channel & Partner Education Curriculum

• This workshop addresses the variety of structures of distribution
  systems (‘routes-to-market’) in the business world.
• It highlights how channels and individual channel members can be managed to obtain maximum benefit for the organization and the
  business partners.
• A professional, in-depth approach to establishing, maintaining and managing profitable distribution channels - with partners: distributors, CDPs, OEMs, VARs, agents, direct operations and others.

This course will help you reduce your selling costs and selling time, spread your company's risk and increase its revenue by marketing successfully through distribution channels.

This workshop has been attended by over 7000 participants since 1984 and has been used by Management Centre Europe since 1987.

Special attention is given to:

• Channel essentials: segmentation, selection and allocation of channel tasks
• Channel design and management: determining and setting up the right channels for you, channel management programs, channel audit and evaluation.
• 5 essential processes for Partner Management: partner selection and recruitment process; engagement and development process; commitment and management process; assessment and evaluation process; change and termination process.
• Agreements and contracting : international, national, and partnership
• Understanding the business partner business models

This program is designed for you if you are:

• Actively managing distribution channels or business partners
• Involved in establishing and implementing strategies for distribution
• Setting up distribution partnerships (selecting, appointing, supervising and managing business partners - VAR's, resellers, distributors, agents, vendors, etc.)
• Changing from or integrating direct to indirect distribution
• Supporting the distributive effort in product development, general
  management, support and services

It is highly recommended that participants have at least some previous experience in business partner management.

Why should you attend?

You will learn how to:

• Understand the principles and strategies of marketing channels and business partner management
• Understand how business partners run their business in a dynamic
  business environment
• Develop effective partnerships within the frame of your company’s
  channel and partner strategies, tools and support programs
• Identify and create your company's value propositions for business
  partners and end users
• Identify, select and set up distribution channels and partnerships
• Ensure maximum profit for yourself and your distributors
• Avoid and eliminate channel conflict
• Integrate your distributors into your total sales effort
• Motivate your distributors to distribute your products
• Evaluate channel and partner effectiveness
• Change and terminate distributor relationships
• Avoid costly legal and financial exposure

In addition, you will receive valuable tools and workbooks to help you design and implement your channel and partner management system.

What is more, feedback from participants has proven that after completion of this program:

• 90% of participants have demonstrated improvement in their management style and/or performance within 12 months
• 33% of participants have implemented new or improved company policies and direction within 90 days

Duration

A 5-Day program with 6-8 contact hours per day

Course Content

1. Channel essentials and dynamics

Objective: To understand the basic concepts of marketing management and the role of distribution channels

• Direct and indirect channels
• The life cycle of the product and distribution channels in mature, developing and emerging markets
• Types of channel flow in evolving markets
• Alternative approaches to reaching markets
• The importance of customers' buying behaviors
• Your value propositions to customers
• Impact of e-commerce on distribution

2. Selecting and assessing business partners and distribution channels

Objective: To examine the techniques and procedures for selecting distribution channels and distribution partners

• Determine the best channels of distribution for the manufacturer
• Partner search, selection, and recruitment process (PPP®, PIQ®, PIP®)
• Build your value propositions to channel partners
• Establish the agreement and the contract with the business partner:
  content, performance, limitations, legal requirements
• Trade and competition in and beyond the E.U. - analysis of latest distribution laws
• Policies and procedures for partner management
• Pricing

3. The integration of distribution activities: Development, Engagement and Commitment

Objective: To understand how to integrate and evaluate distribution channel activities in the overall marketing management context

• Making the relationship work
• E-enabling the channel through Partner Relationship Management (PRM)
• Understanding the partnership mechanisms and forces at work
• Strategy for increased distribution channel sales
• The business partner account manager
• Evaluation and assessment procedures and processes for channels and partners
• Change and termination of an unsatisfactory relationship
• What to be aware of, what to avoid

Methodology

During this course, participants learn through highly interactive classroom sessions and discussions about business examples and case-studies. They apply a variety of tools and programs to assess their own channels and partner management and to improve their own businesses' performance.