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Establishing and maintaining a viable channel-to-market network is a key component of a successful sales plan.
April 27, 2025
By: Gary Shawhan
President, The CHEMARK Consulting Group, A Global Specialty Chemical Consulting Company
Establishing and maintaining a viable channel-to-market network is a key component of a successful sales plan. Obtaining and retaining access to the right channels-to-market that support the sale of a company’s goods or services is not an easy task. Individual elements of a channel-to-market strategy vary by market, geography, type of customer, along with a variety of other factors related to how customers obtain products from their suppliers. As business conditions change and transitions occur in the marketplace, adjustments are required to maintain a competitive supply position. Supply-chain disruptions can have a significant impact on the channel-to-market strategies of many companies. This was evident during the COVID 19 period which created sourcing problems on a global scale. Shortages of key raw materials, long lead times for critical components used in final product assembly, and a significant escalation in cost (for various reasons) forced companies to modify their channel strategies to meet the supply needs of their customers. Entering 2025, global supply-chain disruptions loom again as a consequence of the US negotiating new tariffs with most of our traditional global trading partners. In light of this possibility, this article takes a look at the channels-to-markets typically used by suppliers in several market categories. It focuses on anticipated changes in the supply-chain in these scenarios which can subsequently impact on the channel-to-markets currently used by suppliers.
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