Revolutionary channel program to attain market leadership
A major distributor found its industry amidst a shift from onetype of channel program to another. It was imperative to learn if there wouldbe enough potential sales growth to offet the market hit. In this situation,bankruptcy was a distinct possibility.
CHALLENGES
Decreasing channel revenue due to market shifts
Inability to chart a course into a new channel program
Lack of knowledge on potential for growth in the new channel sector
SOLUTIONS
Modeling with conjoint and logit analysisrevealed a need to change virtually the entire channel program
Analysis illuminated which new elements would provide the best returns
Created a completely new channel approach to take advantage of market shifts
RESULTS
After implementing the Crimson-drivennew channel program, the client increased its annualized revenue by 60 percentin the first quarter
As a result, the client went on to become one of the top threedistributors in its market
