Channel Evaluation (Sales & Marketing)

Channel Evaluation Summary

Foundation

Optimizing Marketing & Sales Touchpoints. This stage focuses on assessing which sales and marketing channels drive engagement, conversions, and revenue—and how to optimize them for maximum impact.

Why It Matters

Aligning sales and marketing ensures resources aren’t wasted on low-performing channels and that every touchpoint supports revenue generation.

Channel Evaluation – What This Looks Like in Action

This client operated on a global scale, serving both dealers and manufacturers across multiple languages—including Spanish, Thai, and English. While their reach was broad, their channel strategy lacked cohesion, making it difficult to pinpoint what was driving growth and where opportunities were being missed.

We conducted a comprehensive evaluation of all active channels: direct sales efforts, website performance, email marketing workflows, global trade show participation, lead generation tactics, and their presence in industry publications. Our analysis extended beyond just internal efforts—we also assessed how key decision-makers were being influenced at various touchpoints across the buyer journey.

Additionally, we explored their strategic partnerships with ancillary third-party suppliers, particularly around OEM integration. These relationships played a critical role in their ecosystem, and understanding how they fit into the larger sales and marketing mix was essential.

By mapping the effectiveness and alignment of each channel to their target markets, we were able to identify gaps, overlaps, and high-potential areas for refinement. The outcome? A streamlined, better-aligned channel strategy tailored to global buying behavior—and positioned to deliver more consistent, measurable results.

Detailed Overview

Wasted marketing spend, declining lead quality, and difficulty reaching key decision-makers are common challenges for manufacturers and related industries. Our Channel Evaluation process identifies which sales and marketing channels are driving results — and which are draining resources. By aligning your efforts with high-performing platforms, we help you maximize ROI, improve lead quality, and connect with the decision-makers that matter most.

Why Channel Evaluation Matters to Manufacturers and Related Industries

In B2B manufacturing, sales channels are often complex — involving engineers, purchasing managers, dealers, and distributors. Investing in the wrong platforms not only wastes resources but can also limit your ability to connect with key decision-makers.

With a smarter channel strategy, you can:

Pinpoint high-performing channels that effectively engage engineers, procurement leaders, and plant managers.
Reallocate resources to proven platforms such as industry trade shows, technical content hubs, or distributor networks.
Build a lead generation model that consistently attracts quality prospects and supports sales growth.

Key Deliverables

Our Channel Evaluation process provides clear insights and actionable strategies to optimize your marketing efforts:

Channel Audits & Performance Reports – Identify what’s working and what’s underperforming.
Gap Analysis – Reveal weaknesses in your current channel strategy and uncover untapped opportunities.
Multi-Channel Strategy Blueprint – Develop a customized channel strategy designed to align with your manufacturing sales cycles.
Resource Allocation Guidance – Recommendations on where to shift budget for better ROI.

Prioritize What Delivers Results.

If your organization struggles to generate quality leads or is unsure where to invest marketing resources, our Channel Evaluation process helps you focus on the platforms that matter most. Invest in what works, eliminate what doesn’t. Our data-driven insights empower you to make informed decisions about your marketing channels — helping you connect with the right audience, improve conversion rates, and drive sustainable growth.