"Discovering New Pathways to Growth"

Channel Marketing Group is a marketing consulting firm specializing in helping distributors and manufacturers grow their business. We consult primarily to manufacturers, distributors, distribution technology providers and industry associations.

1. Growth from the Core:
   Increase customer retention and penetration by continuously upping the ante and bonding with customers

2. Growth from Share Gain:
   Take away competitor business

3. Growth from Market positioning:
   Pick the fast growing markets

4. Growth from "tangential" markets:
   Leverage a business strength and offer superior customer value
   with your combined offering

"Growth from the core" methods focus on retaining best customers and growing penetration with increasing value. We analyze your rate of customer retention and turnover, and determine the reasons that customers leave so you can retain more customers you would have lost and cause more of your truly new customer business to hit the bottom line, versus make up for lost customer business. We also show you how to increase customer intimacy with consultative selling techniques, customer interviews  and customer panels.

Our share gain methods emphasize "take" share because we believe any other mentality, such as "grow share" doesn't capture the essence: you have to take it away from someone else to get it. And that means you have to focus on the strength or weakness of the competitor in the customer's mind and in the competitor's resources and culture as well. You need to head off the leader's strengths and demonstrate superior value as an alternative to the leader's value proposition. It's the only way to take away competitor business.

Growth from Market Positioning guides the company to identify growth segments and customers in core markets and position to be in the leading position with these. If you jump in a faster car than your competitor, you'll get to your goals faster.

Growth from Tangential markets emphasizes identifying businesses where you can gain some synergy selling to the same businesses and buyers with logistics, sales forces, distribution, applications and technology. These are "Similar but Different" businesses that are leaps but not quantum leaps for your company to find profitable growth. We'll look for opportunities where you can leverage strengths in your understanding of a market, your operational model, or your technology.

CMG has worked on strategic business plans, customer satisfaction research, marketing campaigns, incentive promotions, channel strategy for manufacturers, distribution strategy for manufacturers, and product line positioning for manufacturers.

Please contact us to discuss consulting or speaking engagements.