BCG’s Approach to Optimizing the Sales Channel
Companies must master our
five key rules to optimize digital sales channels:
- Embrace “as a service.” Ensure you have the right partners—with the right incentives—to sell cloud-based solutions, but don’t abandon the traditional model.
- Optimize incentives. Offer a mix of incentives to improve partner economics while focusing partners on your goals.
- Modernize relationship with channel partners. Clarify the channel's role, reduce the red tape that often impedes partners, and collaborate to grow sales.
- Set up channel partners for success. Spark enthusiasm in the brand through training programs, simplified pricing, and service-friendly solutions.
- Deliver the right level of support. Strike the right balance: let the channel do its job while providing resources when needed.
How We Support Sales Channel Transformations
Our program to address sales channel strategy, as well as sales channel management and effectiveness, can drive significant impact in two to three months. Our focused frontline transformation efforts include:
- We help uncover opportunities for improvement. There are many untapped opportunities to increase the efficiency and effectiveness of the sales channel model. Solving key strategic, operational, and organizational sales issues can help businesses thrive in challenging environments.
- We help you generate tremendous value. Companies spend a significant share of revenues on sales. Improving sales channel management can directly translate into additional revenues—and free up resources that can be used to create value elsewhere in the business.
- We help you optimize sales efforts. The sales function is strongly linked with other company functions, such as marketing channel strategy and services. True sales transformation requires behavioral changes among managers and staff in these areas. Reducing complexity across the organization and enhancing sales channel management can lead to significant growth.
Our Sales Channel Strategy Solutions
Video
Commercial Allocation by BCG X
Commercial Allocation by BCG X offers an integrated transformation experience. Leveraging BCG’s deep expertise and transformation capabilities, Commercial Allocation optimizes marketing and commercial budget allocation across salesforce and direct-to-consumer touchpoints.
Our Sales Channel Strategy Work
Video
October 24, 2024
Peter Barfuss, head of sales operation and sales transformation at Siemens Digital Industries, shares how the company worked with BCG to reimagine its inside sales operations and develop enhanced field sales capabilities.
Explore Our Insights on Sales Channel Strategy
Video
September 20, 2024
It’s the End-to-End Nature of a Sales Transformation That Creates Opportunity
And, warns Red Hat’s Marco Bill-Peter, don’t rely on AI to do everything. Rather, engage with AI in the right way.
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Article
September 16, 2024
For every minute B2B sales reps spend with customers, they spend nearly three on behind-the-scenes tasks. Generative AI can flip that equation by accelerating sales-related processes.
![" "](https://web-assets.bcg.com/dims4/default/41c286e/2147483647/strip/true/crop/1216x1620+1186+0/resize/400x533!/brightness/-16x0/format/webp/quality/90/?url=http%3A%2F%2Fboston-consulting-group-brightspot.s3.amazonaws.com%2F57%2Fa9%2Fce26148a469fb815c88cb645eaa3%2Fhow-to-accelerate-the-genai-revolution-in-sales-rectangle.jpg)
Article
September 16, 2024
Integration between Amazon Web Services and Salesforce—combined with a BCG framework for scaling generative AI—can transform how sales organizations work and create value.
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Article
September 12, 2024
Firms derive stronger returns from CRM investments when they view the tools as a business transformation, not solely a technology implementation.
![" "](https://web-assets.bcg.com/dims4/default/519e909/2147483647/strip/true/crop/1216x1620+1337+0/resize/400x533!/format/webp/quality/90/?url=http%3A%2F%2Fboston-consulting-group-brightspot.s3.amazonaws.com%2Fc5%2Fa4%2F40a89a024c99b6aed0f0fbdc9137%2Fa-bold-ai-ambition-for-b2b-marketing-sales-and-service-rectangle.jpg)
Article
September 9, 2024
A unified strategy for AI transformation can take an organization from deploying the technology in everyday tasks to reshaping critical functions and inventing new experiences.
Meet Our Sales Channel Consultants
Our sales channel consulting team has driven more than 600 projects helping clients with sales channel strategy, sales channel management, sales channel models, and sales channel transformation over the past five years, across all geographies.
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