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Case Studies: Channel Research

The objective

To understand the nature and structure of channel promotions and incentive programs in the client's EMEA channel.

The method

Analyzing both 1st and 2nd tier channels in areas as diverse as servers, printers, and routers. Comparative analysis by a major vendor.

The results

Extensive interviews were obtained from broadline and specialist distributors as well as from various types of partners (resellers, VARs, and integrators).

As well as quantitative trend information, detailed qualitative information was gathered. This information was turned into useable knowledge through attentive interpretation of results and the development of action points.

Channel satisfaction was also measured in this process.

The benefits

The client was able to easily utilize the results of this audit to modify and improve its promotions and incentives in its EMEA channel program, responding to competitive pressures as well as gaining competitive advantage by ascertaining the actual needs and requirements of EMEA distributors and resellers.

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