© 2011 Sixhills Consulting LtdBuilding a B2B Channel StrategyBenchmarks show that where they are used, indirect channels generally return what they cost (i.e., no impact on ROI and profitability) if chosen correctly. However, the ability to negotiate good deals has significant ROI impactDirect Mail & Broadcast MediaInteractive TechnologySales Force, EngineersTouchpointsBuilding on B2B Channel Strategy – 1Direct vs. Indirect?Direct SalesServicing-related Sales (e.g., Call Centre)Self ServiceOffline PartnersOnline PartnersDirectIndirectChannels*Unless these factors are not correctly assessedSource: PIMS; Firm analysisProducts and ServicesKey Factors inChoosing Direct vs. Indirect|ROI|• Degree of changetraining and support costs• Number of end-usersreach required• Sales ‘ticket’ sizevalue of accounts• Importance of product/service to clientneed for support/sector focus)• Importance of auxiliary services avoid commoditisation)• Range/breadth of end-user markets/industriescost of coverage• Complementarity of reachmutual interests• Premium pricedAbility to negotiate good deals7%• Capacity utilisation11%• Market share18%Typically indirect channels return what they cost so no impact on ROI*Perspectives on Business to Business RelationshipsP18
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