Distribution Channel Management

Creating go-to-market growth strategies

Regardless of your business model, this intensive program will teach you how to design, develop, maintain and manage productive go-to-market relationships that create and sustain competitive advantage. You'll be guided by some of some of the most highly regarded authorities in the field and learn to use a proven framework to synergize marketing and sales efforts, explore emerging technologies for increased efficiency and build productive, mutually rewarding relationships with channel partners and customers.

This program delivers high-value content and practical tools applicable across a wide range of channel structures and associated challenges: Consumer goods and services companies selling through wholesalers and retailers. Business-to-business firms working through independent distributors and sales representatives. Retailers seeking to improve efficiency in an increasingly competitive marketplace. Intermediaries seeking to preserve their role in an increasingly fluid channel structure.

Synergize your marketing and sales initiatives

Who Should Attend

  • Senior executives – managers, directors and vice presidents – responsible for creating and managing channels of distribution in manufacturing, wholesale, retail, and service firms
  • Other senior leaders with strategic go-to-market responsibilities

Key Benefits

  • Develop analytic skills through case studies and interactive mystery shopping, and apply lessons learned to your organization’s channel system
  • Learn methodologies and tools that will help you select channel intensity and appropriate partners, design incentives and resolve conflict
  • Improve the effectiveness and efficiency of channel activities by leveraging emerging technologies
  • Build symbiotic win-win-win channel and customer relationships

Program Content

Assessing Channel Benefit Demands

  • Learn how your customers buy, not just what they buy
  • Identify which channel benefits matter in your market
  • Target the highest potential channel segments in your market

Optimizing Your Channel Structure to Meet End-Users’ Demands

  • Choose the right channel intermediaries
  • Set your distribution intensity
  • Allocate channel functions to specific channel members
  • Integrate your supply chain with your distribution and go-to-market approach

 Assessing Gaps in the Current Channel Strategy

  • Define the constraints limiting your optimal channel design
  • Identify the resulting channel gaps
  • Apply effective strategies to close channel gaps and align your channel

Identifying and Managing Channel Conflict

  • Establish the main types of channel conflict in both uni- and multi-channel structures
  • Assess potential conflicts and prevent their development
  • Learn how to use your power sources to manage ongoing channel conflict

Special Feature: Using the Channel Audit Toolkit

The Channel Audit Toolkit leads you through a full channel analysis. The handbook describes the audit process, while the workbook aids in the assessment of your channel design and operation. The toolkit is designed for use not just during the program but in your business afterward.


Anne Coughlan - Academic Director; Polk Bros. Chair in Retailing; Professor of Marketing

Sunil Chopra - IBM Professor of Operations Management and Information Systems; Professor of Operations

Richard I. Kolsky - Adjunct Professor of Executive Education

What Participants Say

“Dr. Coughlan’s framework for understanding distribution and how to make management decisions has helped organize my thinking about the subject in a new way.”
VP/General Manager, IDEX Corporation, Greater Atlanta Area

“This is by far the best course I've ever taken on channel management. I highly recommend this course to channel managers seeking effective strategies to maximize the performance of their channel and the qualified service delivered to their end users.”
Global Channel Marketing Manager, Impinj, Inc.

“An intensely educational program providing more "a-ha moments" in 3 days than one may get in a lifetime.”
Global Sales & Market Development, General Cable

Personal Consultation

Please email or call us if you would like a personal consultation

2019 Sessions

March 17-20, 2019

Start: March 17 at 3:00 PM

End: March 20 at 12:00 PM

Evanston campus


Fee includes lodging and most meals

Kellogg School of Management

James L. Allen Center
2169 Campus Drive, Evanston, IL 60208