CMG Manufacturer Services

www.channelmkt.com

Channel Marketing Group, Inc.Channel Marketing Group, Inc.

Marketing strategy that gets resultsMarketing strategy that gets results

Channel Marketing Group, Inc.Pittsburgh 412.490.6950 [email protected] 919.488.8635 [email protected]: www.channelmkt.com

04/07/23 Copyright (C) 2002 Channel Marketing Group, Inc. www.channelmkt.com

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ContentsContents

CMG Mission CMG Principals Why Retain a Channel

Marketing Consultant CMG Channel Marketing

Model Additional CMG Capabilities CMG Process


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CMG MissionCMG Mission

Build profitable market sharefor distributors, manufacturers that market through wholesaler-distributors and service providers to distributors and manufacturer in vertical distribution channels

Good Marketing starts with focus.The sharper your focus on target markets, customers and beating key competitors, the more penetrating force you apply to capturing market share..


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The CMG DifferenceThe CMG Difference

Targeting Customers is Important But Targeting Top Competitors is THE most

important thing to do after that Your Job Is To Beat The Competitors

In a Segment at a Time One at a Time An Account a A Time

With a powerful Value Strategy And a powerful Marketing Campaign as air

cover


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Why Work for Distributors AND Manufacturers?Why Work for Distributors AND Manufacturers?

Working for both suppliers and distributors provides valuable insights on how to choose and work with your channel partners.

We work for both distributors and manufacturers. That gives us a multi point view of what’s required for each to work with the other to take market share in the field.


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Marketing Leads The OrganizationMarketing Leads The Organization

Marketing segments the market into pursuable opportunities

listens to customer needs, benchmarks versus

competitors, specifies and leads the

organization's response, Establishes share and

objectives, leads the organization to

build the capabilities to respond,

promotes capabilities to the customer,

and measures performance against strategic objectives

Marketing is the lead function that listens to the customer, observes their needs, defines customer value, leads the organization to deliver it, and finally drives the process to promote and sell that value.


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Anatomy of StrategyAnatomy of Strategy

Desired Market Position

Market Segment

Needs

Suppliers

Organization

Sales & Service

Promotion

Target, Listen, Define & Create Value, Lead ImplementationProducts &

Services

Financial

Operations

IT

The marketing-oriented company leads all functions to deliver customer-defined value and performance.Channel Marketing’s focus is on the areas in Yellow.


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CMG PrincipalsCMG Principals

25 years Channel Marketing Experience

GE, Cutler-Hammer Veteran 1978-95

Distribution Industry Consultant since 1995

19 Years Experience 12 years performance

marketing industry experience

VP Marketing IMARK Marketing Group 1995-2000

Distribution Industry Consultant since 2000

Experience, strategic analysis, planning and promotional development from one source.

Neil Gillespie David Gordon


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Why Retain a Channel Marketing Consultant?Why Retain a Channel Marketing Consultant?

Plus.. the invaluable third party perspective.

Knowledge & Experience

Process & Project

Management

Strategic Thinking & Creativity

Knowledge & Experience Knowledge of the Industry Industry Contacts Relevant Experience

Strategic Thinking & Creativity Research and Analysis Skills Strategic Think-Tank Catalysts for Organizational

Innovation Enhance Marketing Capabilities

Process and Project Management Disciplined approaches Project planning &

implementation


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Sales Development Planning & SupportSales Development Planning & Support

Get to the right companies and contacts Our consulting process can help you think through

the right criteria for target company selection Our industry experience and breadth of contacts

can help you get in contact with the right people Our knowledge of how the industry works can

get you involved in the right venues Trade Association Meetings Marketing Group Meetings Miscellaneous Industry Events Media and websites


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CMG: Results-Oriented Development ProcessCMG: Results-Oriented Development Process

Strategic Analysis

Position and Performance Assessment•Strategic Benchmarks

•Program Objectives and Measurements

Starts with Client Interview to Determine Client Objectives and/or and motivation for taking action.

Strategy Development

Value Strategy,Organizational Response,Marketing Plans and Programs

Implementation Support

Guidance and Support During Implementation

Implementation Plan

Tasks, Deliverables, Performers, Schedules

and Costs


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Additional ServicesAdditional Services

Customer Perception/Satisfaction Surveys See how you rate versus competition on key service

attributes Customer Advisory Panels Customized Market Research

Interview, hard copy and web based surveys Key Account Marketing and Sales Programs Business Development Strategies

New Customer Targeting and Development Customer Penetration Analysis & Strategy

Penetration measurement Customer Profitability Measurement Segmented Service Programs

Marketing Database Assessment & Development Promotion and Incentive Marketing Program

Development eMarketing Evaluation and Strategy Development

Coordinated with offline marketing activities Marketing Via Webconferencing

Get in on this fastest growing marketing communications tool Low cost live web based training, webinars and infomercials Technology assessment, recommendation Programming development, content identification & sourcing


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Recent ProjectsRecent Projects

Configuration Software Evaluation Objective: Guide development of application Techniques:

“Customer Experience” Focus Groups Competitively Benchmarked Satisfaction Surveys

Outcome: Relative importance of existing attributes and competitively benchmarked performance, importance of suggested enhancements

Manufacturer Distribution Channel Share Gain Strategy Objective: Gain share in the channel for niche player Techniques:

Field Interviews Web Based competitively benchmarked performance/perception survey Distribution position analysis Product Line and Pricing Analysis

Outcome: Distributor program and company image/branding strategy with revised terms, pricing, product positioning, promotions and

account targeting in the channel. Association Strategy

Objective: Reposition Association in the industry in face of consolidating industry Techniques:

Manufacturer and member Focus Groups Issue Grouping Strategy Vision Elements with Affinity Diagrams to identify driver and outcome vision elements

Outcome: “Pyramid” style strategy with Objective, Two strategic initiatives and supporting programs underneath each initiative

Distribution Scenario Planning Objective: identify possible industry changes, responses or pre-emptive moves and their impact Techniques: Build database of industry player history, demographics, opinions of thought leaders, brand positions at each

location of every distributor Analyze gaps and synergies in manufacture product lines Characterize industry Players and predict their moves or responses to other’s moves Estimate gain or loss from every major change

Outcomes: Response/Recovery plans and preemptive moves with estimated revenue impact.


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Recent ProjectsRecent Projects

Product Development Objective: Develop Sales Management Process to guide Sales & Marketing Automation Software Development Recommend New Analysis Processes and Report Formats Develop Guide to Sales Management using the application

Market Development Objective: Develop manufacturer alliances and co-op support for sales and marketing automation software and e-

marketing services Techniques: Manufacturer Alliance Program to give incentive to manufacturers to allow distributor to claim co-op for the

software and services by positioning it as more effective than standard distributor uses for things like “event marketing and advertising specialties”.

Market Development: Under consideration by NAED NEF for New Market Development Study Objective:

Identify new product and market opportunities for electrical distribution Develop education for distributors on how to take advantage

Techniques Interviews, focus groups, surveys, thought leader delphi workshops


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Do You Want To:Do You Want To:

Sharpen Your Focus in The Channel Right distributors? Right channels? Right reps? How do you get them?

Improve your service and image with distribution? How are you perceived now vs competition? Where do you need to improve or accent your strengths? Do you have the right distribution programs and incentives?

Improve your products, plan the next generation of products?

Customer experience panels involve the customer as a design partner Industry specifier “think tank” focus groups focus on the future We lead the initial sessions, educate your people to continue the

discipline. Develop New Markets?

Launch new products Develop a market segment or application marketing concept


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BiographiesBiographies

Visit our Website for More about

David Gordon Neil Gillespie

www.channelmkt.com

CMG Manufacturer Services

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