High Performance Delivered: Accenture's Channel Management Approach

In today's consumer goods marketplace, the strategic priority of high performers has shifted from cost-cutting to revenue generation.

To fuel revenue growth, companies have invested significantly to enhance channel sales capabilities and brand marketing so as to create effective customer- and consumer-facing organizations. Despite these efforts, getting the right brand to the right place at the right time has become increasingly difficult. The continued proliferation of sales channels, the emergence of more sophisticated retailing, and an exponential growth in trade marketing investment, have caused suppliers to rethink the targeting of brands to consumers.

Retail formats have become more sophisticated and targeted to specific consumer segments, preferences and needs. Channel management capabilities must evolve to take advantage of greater consumer and customer insight, and to pinpoint growth opportunities. To make this happen, Accenture works with the sales and marketing professionals of our client companies to design and create the analytics that will enable clients to identify sales opportunities; align these with brand portfolio objectives; agree on a sales and marketing strategy; and deploy the right marketing activity to the right outlets.

Functional mastery of marketing has been identified by Accenture research as one of the key attributes of a high-performance business. With marketing being an essential component of channel management excellence, Accenture's track record in enhancing this function for its clients has been a major element in helping these clients on their journeys toward high performance.

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Accenture helps companies create outstanding channel management capabilities that align the business goals of marketing and sales, helping clients to achieve high performance.

To achieve high performance through channel management requires, as a minimum, deep functional skills in channel sales and brands marketing. But that isn't enough: the full potential of an organization can only be realized through the successful integration of compatible channel and brand objectives, delivering growth through the optimal combination of brand, consumer, outlet and occasion.

Accenture's unique mix of deep industry insight, business acumen, global reach and technological innovation positions it well to help companies achieve their full potential. Accenture is committed to partnering with its clients in their journeys toward high performance, helping them achieve their strategic goals in the most effective manner.