Build the right channels to reach your market.

We help organizations determine where, through whom, and on what terms their products and services are sold. Our work evaluates direct sales, distributors, resellers, retail partnerships, and digital channels against customer purchasing behavior and commercial objectives. We assess market coverage, channel economics, partner capabilities, and the level of control each arrangement provides. The aim is to establish a distribution model that balances customer access, profitability, and the resources required to support it.

Broader coverage is not the same as effective distribution.

A distributor may offer access to a new market without giving an offering sufficient attention. An additional sales channel may shift existing business rather than generate new demand. Selling directly may provide greater control, but also require investment in customer acquisition and ongoing support.

We examine how customers prefer to buy, where existing channels fall short, and which intermediaries can provide meaningful access. For organizations using multiple channels, we assess how responsibilities, customer coverage, and commercial incentives can be structured to reduce conflict and unnecessary duplication.

Our work can include

• Channel assessment & selection — Comparing direct, indirect, and hybrid distribution models against customer needs, market characteristics, and organizational capabilities.
• Market coverage & expansion planning — Identifying gaps across territories, customer segments, and sales outlets, and prioritizing opportunities to extend reach.
• Distribution partner evaluation — Assessing prospective partners’ customer relationships, sales capabilities, service capacity, and fit with the organization’s offering.
• Channel economics & incentives — Evaluating margins, commissions, partner incentives, and support costs to understand the financial contribution of each channel.
• Channel coordination & performance management — Defining partner responsibilities, reporting requirements, and measures of customer reach, sales performance, and service quality.

The resulting strategy defines which channels to develop, which partners to pursue, and how existing arrangements should change. It provides a basis for allocating commercial resources and assessing whether each channel is reaching its intended customers at an acceptable cost.