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Strategic Channel Management

Effectively managing your important channels is one of the most critical functions in today’s global business relationships. Distribution channel management involves not just getting the products or services to the customer; like all elements of marketing and operations - it offers numerous chances to improve revenue and expand sales penetration. Businesses that understand how to manage these relationships can benefit from increasing channel sales, active channel participation, and building long lasting collaborative business relationships. However, formulating innovative distributions strategies, managing distribution channels relationship, and motivating distributors partner effectively is no simple task.

Turning 'Theory' into 'Practice'?

This Strategic Channel Management Training will open up your mind to the new thinking to enable you to maximise the ROI brought by your distribution channels. The programme puts great emphasis on learning from successful case studies from other industries. You will develop a common strategic framework to define the expectations and outcomes, formulate channel strategy through holistic strategic marketing planning and analysis, develop a right marketing communications approach, improve communications skills to create a two-way dialogue that leads to trust, learn how to negotiate win-win outcomes when channel partners are in disagreement, and evaluating your channel effectiveness in terms of financial performance. You will walk away with critical thinking perspectives required to optimise your competitive advantage.

Who should attend?

VPs, GMs, Heads, Directors, Senior Managers, Managers and all staff involved in working with distributors, agents and other intermediaries from various industries

Key areas to be covered in the programme and documentation

Setting the stage for the workshop- Let’s get started
Unveiling the psychology of relationship with distributors and channel partners
Understanding your reputation and image in front of channels
Keeping in mind your goal and the market needs when reviewing distribution channel strategy
Setting ground rules and disciplines for your relationships with channel partners while allowing flexibility in term of operation and selling

Formulating channel strategy through strategic marketing planning and analysis
Defining a marketing orientation around the wants and needs of the target market
Auditing current position via PEST (Political, Economic, Social, and Technological) and SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis
Benchmarking to industry competitors and evaluating the opportunities and risks
Segmenting the market based on geographical,demographic, psychographic and behaviour factors
Conducting market portfolio analysis based on revenue, market share and profitability potential and determining the strategic options
Individual Analysis Exercise

Selecting the right distribution partners and developing a right marketing communication approach
Identifying selection criteria and developing a weighted template to select your ideal distributor
Matching the region’s market characteristic with distributor’s geographical advantage, sales and marketing
strategy and business operation to allocate products
Defining your offering and market positioning
Understanding your Unique Selling Points (USP) that differentiate you from rivals
Developing integrated marketing planning and promotion programmes to provide maximum communication impact
Selection of Distributors Exercise

Reviewing the channel mix issues
Analysing the benefits and pitfalls of multi-channel strategy
Determining the mix of channel partners required to service the target market segments
Discovering the impacts of internet on channel strategy
Utilising techniques for guiding customers to appropriate channel
Effectively allocating and distributing products to selected distributors in different regions
Case Study and Discussion

Evaluating channels performances from financial perspective
The rule of thumb: What, Why and How to measure performance?
Identifying the cost of servicing customers through each channel
Calculating margin and profit generated from each distributor
 Establishing pricing policies to match the strategies Cost Calculating Exercise

Managing conflict of interest between companies and channel partners by reinforcing working
partnership and getting both parties on the same page
Influencing your partner and enhancing long-term vision for business growth
Identifying the source and reason of conflict by drawing a channel map which reflects the company’s position and goal in relation to the existing partners
Turning channels‘ conflict to mechanism to improve market performance
Managing conflict of interest between distributors whilst encouraging fair and healthy competition in
term of sales and marketing strategy without breaking company’s rules
Negotiating a mutually beneficial common goal to increase commitment
Case Study and Open Discussion

Open and honest dialogue: The foundation for successful long lasting working partnership and high productive performance
Moving from purely profit making relationship to higher level of partnership: Sharing information and conducting joint market research with distributors for a clearer picture of market
Encouraging feedback from your channel partners and customers for products types, market demand quantity, and timing to respond quickly to market changes
Supporting and providing training to distribution partners to enhance their selling technique and knowledge
Assisting your distribution partner to build up strong and capable sales force
Supporting Package Exercise

Developing a marketing plan for your channels
Setting and agreeing the importance of a joint business planning process with your distributors
Planning a comprehensive marketing strategy by including the cost issue of each channel
Determining the frequency and focus of formal review sessions of channels
Leveraging customer satisfaction surveys to evaluate performance of distributors

Making the plan work by motivating the channel partner

Selling the importance of channel philosophies internally
Motivating your channel partners, the organisation and staff through providing incentives and recognition of achievement
Practical methods used in ‘encouraging‘ your partners to follow the rules and policy you expected
Motivating distributors to take your company as a partner for their business development
Individual Exercise
Review and Action Plans

Benefits to you

• Relating your own circumstances to experiences of world class companies
• Increasing profit and market share through effective channel management
• Creating win-win for your company and distribution channel partners
• Setting ground rules and disciplines for your relationships with channel partners
• Developing practical ideas to improve the performance of your distributors
• Building trust and forging commitment in channel partner relationships for sustainble development
• Maximising profitability through effective support and motivation tactics to your partners
• Turning channel conflicts and competition to mechanism for more productive performance
• Accurately assessing and evaluating your company channel management and channel partners’ performance

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

This course is currently only available as an in-house option. For more information, and a quote, contact our team on +44 (0)20 3002 3057, or by email at

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

All management, personal development and project management public courses featured in our Course Directory are also delivered on an In-Company basis.

Click Here for information on how this course can be delivered for you as an In-Company Training Solution


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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

North American Enquiries: +1 312 540 3000 X6714 or - Marketing Manager EMEA - Professional Training

UK Enquiries: +44 (0)20 7647 2383 :
European Enquiries: +420 (0)2 5570 7246 :


"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac