Abstract
This case study shows how B2B marketing can use a modern MarTech infrastructure for sales channel management in coordination with the sales department in the short term and with a high turnover. This important sales channel is hardly or not at all handled by most B2B marketing departments, although especially in this area enormous potentials in terms of so-called “low hanging fruits” can be realized. The project is presented and described in terms of content. The article deals with challenges as well as pitfalls and problem areas in detail. The case study makes it possible to set up a modern Sales Channel Management 4.0 easily and effectively.
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Notes
- 1.
https://economictimes.indiatimes.com/definition/channel-management. Accessed: May 20, 2020.
- 2.
http://www.businessdictionary.com/definition/sales-channel.html. Accessed: May 20, 2020.
- 3.
https://en.wikipedia.org/wiki/Big_data. Accessed: May 20, 2020.
- 4.
See Strohmeier’s contribution on the topic of Predictive Intelligence with regard to the structure of such an application or department in this publication.
- 5.
See the article by Halb and Seebacher on the topic of customer experience and touchpoint management in this publication.
- 6.
https://www.investopedia.com/terms/c/cagr.asp Accessed: May 21, 2020.
- 7.
See the article by Halb and Seebacher on Touchpoint Management and Customer Experience in this publication.
- 8.
See the article by Seebacher on the Marketing Maturity Model at the beginning of this publication and the comments on the Marketing Process Library.
- 9.
See the chapter by Mrohs in this publication.
- 10.
See the chapters by Klaus and Romero-Palma in this publication.
- 11.
See Strohmeier on “Central Business Intelligence” in this publication.
- 12.
See the article by Negovan in this publication.
- 13.
https://en.wikipedia.org/wiki/Performance_indicator. Accessed: May 20, 2020.
- 14.
https://www.brainshark.com/ideas-blog/2013/July/what-is-sales-enablement-3-defintions. Accessed: May 21, 2020.
- 15.
http://www.gainsight.com/guides/essential-guide-channel-partner-success/. Accessed: May 26, 2020.
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Gölles, K., Seebacher, U.G. (2021). Sales Channel Management: A Low-Cost Quick Win Showcase for External Salesforce Excellence. In: Seebacher, U.G. (eds) B2B Marketing. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-54292-4_29
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