Preventing Channel Conflict From Negatively Impacting Revenue Growth

Today’s buyers are exercising greater scrutiny over supplier solutions than ever before, with more buying interactions and more people involved in the purchase. This has made the use of multiple route-to-market strategies imperative for meeting the more dynamic and exacting demands of the customer. One of the most difficult challenges facing suppliers with multiple channels, apart from complexity, is channel conflict. If left unmanaged, channel conflict can degrade customer experience, erode profitability, and cause valuable existing sales channels to disengage. Suppliers should institute proven strategies, rules, and systems to address channel conflict before it becomes destructive.