Channel Marketing During Disruption: Four Areas Of Focus

August 11th, 2020

Dara Schulenberg

Summary

Channel leaders must operate in today’s business climate by making strategic and agile shifts in channel marketing plans. What was historically successful, or what was planned in an earlier market environment, may not prosper in the current environment. Following a significant market disruption, channel organizations progress through three phases of response: first response; adapting to a new reality; and rebound and rebuild. In this report, we discuss the four areas that channel marketers must focus on to adapt and align their strategy and plans during times of market disruption, such as a pandemic and economic crisis.

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