Analysys Mason develops channel strategies for clients that drive behaviour not just in sales functions, but across the entire client organisation. With the breadth of experience and expertise we bring to the channel strategy development process, we are able to create insights into organisational, as well as industry and market, dynamics that underpin channel strategy.
We are able to provide clear guidance to product teams on current channel partner thinking, and deliver robust and realistic advice to marketing teams on the most effective media ‘touch points’ to guide communications efforts in support of channel partner recruitment programmes.
The support we provide operators, service providers, vendors and resellers typically ranges across:
- conducting economic and performance assessment to determine expected revenue and profitability of channels to market.
- performing channel optimisation analysis to determine priority channels to drive sales based on target customers, product and propositions.
- developing actionable channel growth strategies recommending quick-win, medium-term and longer-term initiatives to uplift channel performance.
- building business cases and financial models to support the launch of new channel initiatives.
- estimating the cost to sell and cost to serve through the different channels to market, as well as understanding key variances by different customer type and product lines.
- outlining commission structures and parameters to deliver target financial / margins requirements.
- developing channel-ready propositions, including product, pricing, commissions, provision and support systems, SLAs, contract, training, collateral, reporting and marketing support.
- identifying and recommending priority partners to recruit into indirect channel based on competitor intelligence, channel research and performance analysis.
Our expertise stretches beyond strategy to implementation, allowing us to produce sound channel strategies which can be put straight into practice.
Relevant experience
We have developed channel strategies for a range of clients, including start-up mobile operators, incumbent fixed-line operators, global IP wholesalers and telecoms manufactures. Select examples include:
- For a UK MVNO we developed and successfully signed off detailed business plan for the launch of mobile into the indirect channel.
- For BT Indirect Channels we performed an interim management role as Head of Broadband and Mobility responsible for channel strategy and growth across BT’s partner base.
- For the UK’s leading ISP we developed a successful indirect channel uplift strategy to drive a significant run rate uplift in broadband and VAS sales (including commission structure, channel proposition, marketing and account management support).
- For an incumbent provider we conducted detailed customer interviews to understand key channel requirements, current channel proposition gaps and opportunities for improvement; our recommendations helped to increase account management performance.
- For a new Pakistan MNO we developed its channel strategy across its full range of products, customers and channels (from retail outlets to independent voucher sellers).
