Channel Readiness Blog

Streamlining Channel Communication: A Case Study - Part One

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In one case, a manufacturer received complaints from dealers that there were just too many broadcast communications, some with repetitive content. Of course, on the other side, corporate employees reported that their dealer communications were frequently ignored! Obviously, there had to be a better solution.

To assess the communication gaps in this real client scenario, data was gathered in three ways: a communications audit, internal interviews, and dealer interviews.

The Communications Audit

Respondents from marketing, sales, leasing, service, dealer development, and inventory filled out questionnaires on the type, frequency, medium, objective, and target audiences of broadcast communications. The communications audit found that dealers received over 500 broadcast emails and newsletters per year per brand, with several brands offered by this manufacturer through its dealer network. Over 100 web meeting sessions were held per year per brand. The majority of communications did not adhere to a schedule, even though they could have been scheduled.

Internal Interviews

Twenty internal department managers and representatives were interviewed about validating and amplifying the data from the dealer communications audit, uncovering department-specific communication challenges and roadblocks, detailing dealer feedback about department-specific or general communications, and gathering ideas and recommendations to improve communications to the channel.

The interviews revealed that departments created and distributed dealer communications according to their own specific needs and business drivers and were not aware of the amount of communications sent to the dealer channel. There was also no process for coordinating broadcast communications or web meetings across departments. A number of interviewees provided helpful recommendations regarding a broadcast email digest with a fixed schedule and publishing process, which was widely supported.

Dealer Interviews

Dealer principals, managers, and front-line staff were interviewed. These interviews focused on challenges and frustrations experienced in receiving broadcast communications, gathering data on how the dealership captured and circulated information, and collecting ideas and recommendations to improve communications to the channel.

The dealers had plenty to say. In Part Two of this Case Study, read about their responses – and the solution to their communications problems with a robust, but very easy to implement, partner relationship management (PRM) technology.

LogicBay’s Partner Relationship Management (PRM) Technology is rich with best practice workflows making it easier for organizations to do business with channel partner re-sellers. The result: More engagement and Mindshare. Greater Efficiency and Cost Savings. Alignment with Channel Partners. And, Performance Improvement for the Entire Sales Enterprise.

	Download this premium white paper to learn Channel Management Best Practices – Make it easy for dealers to do business with you, Heighten dealer engagement, Gain mindshare and maximize financial returns. Learn about LogicBay’s 4Core Best Practice Framework including methods for more effectively training and monitoring dealer employee certifications.
	Link to LogicBay’s Library of Partner Relationship Management White Papers. These white papers provide best practice ideas on a Channel Readiness and Performance Improvement strategies. Topics include subjects such as: Effectively launching a LMS for the Channel, Applying Lean Principles to Channel Management, Channel Life-cycle Management, Partner Portal Technology Unification, and much more.
	Link to LogicBay’s Library of Client Case Studies. Learn how LogicBay’s PRM Solutions and Technology have created significant performance gains for clients such as Caterpillar, HP, Daimler Trucks and Outdoor Living Brands.