"In addition to using the experienced team at Channel Dynamics to develop our own internal skills, D-Link used them to develop a professional sales training course for our reseller channel. The feedback from the channel was overwhelming in terms of positive praise"
D-Link
Product Strategy Manager
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"The most relevant training for the channel that I've ever seen and the feedback from every member of our sales team who attended his course was fantastic. If you're looking for an effective channel model, have a chat with Moheb."
itX Group Limited
Marketing Manager
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"The absolute best training course we have ever done. Really hit the hot buttons where we were experiencing difficulties talking to resellers, and enabled us to talk to partners in a much more relevant manner. I would certainly recommend it."
Lexmark
General Manager Channels
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Optus
Channel Manager
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What We Do > Channel Training > Management > Product Management

Dynamic Product Management

Dynamic Product Management develops both the channel marketing and business skills of product managers in order to help their sales teams build or grow high-performance channels. This practical workshop covers the skills necessary to understand vendor marketing issues and match these to distribution and reseller drivers. This will allow the development of marketing plans and tactics that improve channel performance though better engagement and more cost effective execution.

Program Objectives

At the end of this program you will know how to:

  • Comprehend key marketing concepts and how they relate to the channel
  • Understand the importance of different channels and customers over the product life cycle
  • Evaluate the business impact of a potential new product change
  • Develop marketing plans that gain greater channel commitment
  • Create promotional activities that deliver a measurable channel ROI
  • Ability to conduct a professional partner reviews to secure further commitment

Who should attend?

Product managers and channel programs people from the ICT industry that already have an understanding of channels, and want to further develop their marketing knowledge and skills i.e. being able to build a better differentiated position for their company and products and gain commitment for their programs from internal management, distribution and reseller executives.

Program Outline

Marketing defined (more than just advertising and give aways)
  • The 4 P’s of classic marketing (the marketing mix applied to the channel)
  • The importance of segmentation (reseller skills & ability to meet customer needs)
  • Whole product and channels (reseller profit & engagement opportunities)
  • Vendor brand values (leverage, position & differentiate rather than discounting)
  • The business of marketing (development, stock levels, lead times, margin, pricing, ROI)
  • Leveraging MDF or marketing resources (delivering more channel bang for your buck)
  • Marcoms tools & promotional activities (which one, why and where)
  • Creating marketing plans that work (gaining internal & channel buy in)
  • Channel reviews and planning (measuring more than revenue for continued growth)

No. of participants: Ideally 8
Duration: 2 days

This program is completely tailored around your PM team and uses real partner & channel scenarios based around your products, marcoms, systems, competitors, and market position. We provide a unique learning experience that comes from our knowledge of the industry and the problems you face. Consequently, the material covered is of particular relevance to your internal teams & external channel partners and can be used the next day to increase your effectiveness.

Leading Successful Channels