Literature on marketing management wax eloquently about market segmentation / customer segmentation. As regards Channel Management, the different kinds of channels are written about - but less is mentioned about segmentation WITHIN a channel.
Experienced and Savvy Channel Managers recognise the differences between Channel Partners who work with them. Accordingly, they customise their approach to Channel Partners.
STARkGrid (www.STARkGrid.com) gives form to what these effective Channel Managers have been doing. It provides a framework for Channel Managers to assess their channel, segment it and adopt customised strategies for each channel segment.
Besides, by consciously creating channel segments, and grouping Channel Partners under the most appropriate channel segment, the organisation is able to work towards scalable solutions for each channel segment - instead of depending entirely on customisation by individual Channel Managers.
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