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The 6 C’s of Channel Strategy

Understanding channel strategy is pivotal for businesses today. Channel strategy can empower companies to optimize market reach and customer engagement, improving chances for increased visibility and revenue. This blog post provides an overview of understanding and implementing effective marketing and distribution channels to enhance competitive market advantage and drive sustainable growth.

What are the 6 C’s of Channel Strategy?

  • Customer: Understanding your target audience’s needs, behaviors, and preferences is critical when creating and implementing a channel strategy.
  • Cost: Careful profitability evaluation and resource allocation for each channel is essential. When evaluating cost-effectiveness, deciding the most efficient ways to reach a target audience is critical.
  • Convenience: Whichever channels are selected for use in a strategy – convenience is a priority. Strategists and companies must make purchases easy and convenient for their target customers.
  • Control: Maintaining control of marketing channels is vital for adaptability to evolving business needs and market trends. Channel owners and managers must be able to manage, adjust, and refine operations as needed.
  • Collaboration: Channels benefit through collaboration with local businesses, influencers, and a strong network of people. Collaboration can amplify a channel’s message and increase visibility, establishing authority and brand value.
  • Competitive Advantage: Maintaining a competitive advantage is an ongoing process in today’s fast-paced digital landscape. Developing competitive advantage through leveraging unique differentiators and optimizing strengths is crucial to channel management.

How to Develop and Write a Channel Strategy

A marketing channel strategy is a more defined way to promote word-of-mouth marketing. A channel strategy is a plan to promote a product or service, moving it through points of contact to the end customer to develop a loyal customer base and revenue. Creating a consistent customer-focused approach and message across all channels is essential when designing and writing a channel strategy. First, starting with a thorough analysis of the target market—understanding customer preferences and identifying the best ways to reach them through preferred buying channels and convenient purchasing processes.


Writing a channel strategy requires clarity, alignment with business objectives, and adding flexible elements for adaptability. Defining chosen channels, including profitability evaluations and resource allocation with specific information about how each channel will be used for optimized reach and return on investment. Once established, the channel strategy should integrate well with a company’s overall marketing and sales strategies.

Elements and Objectives of a Channel Strategy

The elements of a good marketing channel strategy include the following: 

  • a clearly defined target audience
  • specific, well-defined channels to effectively reach the target market
  • A well-defined budget for each channel
  • An implementation plan

The primary objectives of a channel strategy involve maximizing market reach through distribution efficiency, enhancing customer satisfaction, and increasing profitability.

Channel Marketing and Levels Strategies

Channel marketing uses various channels, platforms, and methods to reach and engage a specific target market. The goal is to maximize distribution and promotion of products and services and inspire a target audience to engage with the marketing content. Channel marketing strategies include the four levels of marketing: strategy, tactic, initiative, and action. Levels in channel marketing also include mass marketing, segmented marketing, niche, and local marketing. Each level has its unique focus and strategy.

In the context of the AWS Marketplace, channel marketing involves employing diverse channels and methods to connect with specific target audiences, aiming to optimize product and service distribution. At the strategic level, AWS may implement a comprehensive strategy to promote a range of cloud-based solutions. Tactical efforts may involve specific campaigns tailored to segmented markets, such as promoting machine learning tools to data-centric businesses. Initiatives could include niche marketing endeavors, like targeting specialized industries with tailored cloud solutions. At the action level, localized marketing efforts might be implemented, focusing on specific regions or demographics. For instance, AWS may run a promotion in collaboration with a consulting partner, offering cloud optimization services targeted at local businesses in a particular geographic area. Each level aligns with a distinct focus and strategy, contributing to the overall success of AWS Marketplace channel marketing. A a machine learning technology company you would benefit by connecting into the overarching channel strategy.

Understanding Distribution and E-Channel Strategies

Distribution channels are the ways companies deliver products or services to customers. There are various levels of distribution. For example, In the context of B2B software companies, mastering distribution and e-channel strategies is indispensable, and the AWS Marketplace stands out as a compelling example. B2B software providers can opt for direct sales through the AWS Marketplace, a centralized platform that connects them directly with businesses seeking software solutions. This direct-to-customer approach streamlines the distribution process, allowing software companies to reach a vast audience without the need for intermediaries. Additionally, the AWS Marketplace serves as a sophisticated e-channel, providing a digital space where B2B software companies can showcase, sell, and distribute their products efficiently. This strategic use of e-channel strategies within the AWS Marketplace exemplifies how B2B software companies can leverage online platforms to enhance accessibility, expand market reach, and optimize the distribution of their software solutions in a rapidly evolving digital landscape.

Conclusion: The 6 C’s of Channel Strategy

The 6 C’s of Channel Strategy—Customer, Cost, Convenience, Control, Collaboration, and Competitive Advantage—are the foundation of an effective channel management strategy. Your channel strategy should align with your business objectives and goals, optimize distribution efficiency, and drive revenue. Understanding marketing levels and e-channel strategies is imperative for strengthening companies today, empowering the potential for a competitive advantage, business growth, and sustainability in today’s digital cloud marketplace.

Improve Your Channel Partner Management With Torchlite

Many organizations tend to think of channel management as a strictly-human job because relationships are built by people. And while that is true, partnership management skills can only take you so far in the business world if you don’t have the tools to effectively manage your partner portfolio. Even the most skilled carpenter can only do so much with a simple hammer, after all.

Think of Torchlite as an entire toolbox for channel partner managers: it’s a software platform that provides an entire suite of tools, capabilities, and channels that can house an entire partner portfolio. On top of that, Torchlite’s “Simply Intelligent” software design makes it easy to customize workflows, channels, and portals for each partner, meaning that as your relationships evolve, Torchlite evolves alongside them. You’ll always have the tools you need and the ability to incorporate new ones through our seamless integration. Perhaps then, it’s better to think of Torchlite as not just a toolbox, but the entire tool shop.

It’s time to set fire to the old ways of Channel Management—and Torchlite is here to offer you the match. Book a demo with us today and see the power of Torchlite software for yourself.

Kelly Schwedland

Kelly Schwedland is the CEO of Torchlite, where he is at the forefront of scaling partner programs and revolutionizing the way businesses collaborate and drive growth, with a passion for driving revenue and fostering innovation through partnerships.