02 — Capability · BC-440.10
Channel Strategy
Decide which customer segments are served directly, which through partners and of what type, and set the rules that stop channels undercutting each other for the same deal.
- Route-to-Market Strategy
- Partner Program Design
In scope
- Route-to-market choices by segment and geography
- Partner program structure and tiers
- Channel conflict and deal ownership rules
Out of scope
- Partner-specific pricing and margin levels (see BC-470)
- Corporate alliances pursued as strategy (see BC-110)
Decomposes into · 3
- BC-440.10.10Route-to-Market DesignMap each segment and geography to the channel that serves it best on reach, cost and experience, and revisit the map when the market shifts.
- BC-440.10.20Partner Program DesignDefine partner types, tiers, requirements and benefits so a prospective partner can see what it gets and what it owes.
- BC-440.10.30Channel Conflict RulesSet and publish who owns a deal when direct and partner sellers meet on the same account, and the process for settling disputes.