SIS Approach to Channel Intelligence
Why is channel intelligence research so important?
If you are a manufacturer and sell products either B2B or B2C through distributors, OEMs, sales agents, you are removed from the ultimate customer. This “arms length” distance from the customer can cause you to “miss the market” and to ignore customer needs and “pain points.” Research throughout the channel is important to deliver the following market intelligence:
Research throughout your channel pipeline will uncover the strengths and weaknesses of your projects and also deliver valuable competitive intelligence. Given our experience with B2B and B2C channels, we recommend the following research methods for channel intelligence:
To maximize your channel intelligence, we recommend a combination of these 3 methods. Here you can achieve the channel landscape, the “voice of your channel members” and a quantification of the results for a full picture of your channel landscape. For further information on channel intelligence research methods contact: [email protected].