Dynamic Product Management

Dynamic Product Management develops both the channel marketing and business skills of product managers in order to help their sales teams build or grow high-performance channels. This practical workshop covers the skills necessary to understand vendor marketing issues and match these to distribution and reseller drivers. This will allow the development of marketing plans and tactics that improve channel performance though better engagement and more cost effective execution.

Program Objectives

At the end of this program you will know how to:

  • Comprehend key marketing concepts and how they relate to the channel
  • Understand the importance of different channels and customers over the product life cycle
  • Evaluate the business impact of a potential new product change
  • Develop marketing plans that gain greater channel commitment
  • Create promotional activities that deliver a measurable channel ROI
  • Ability to conduct a professional partner reviews to secure further commitment

Who should attend?

Product managers and channel programs people from the ICT industry that already have an understanding of channels, and want to further develop their marketing knowledge and skills i.e. being able to build a better differentiated position for their company and products and gain commitment for their programs from internal management, distribution and reseller executives.

Program Outline

Marketing defined (more than just advertising and give aways)
  • The 4 P’s of classic marketing (the marketing mix applied to the channel)
  • The importance of segmentation (reseller skills & ability to meet customer needs)
  • Whole product and channels (reseller profit & engagement opportunities)
  • Vendor brand values (leverage, position & differentiate rather than discounting)
  • The business of marketing (development, stock levels, lead times, margin, pricing, ROI)
  • Leveraging MDF or marketing resources (delivering more channel bang for your buck)
  • Marcoms tools & promotional activities (which one, why and where)
  • Creating marketing plans that work (gaining internal & channel buy in)
  • Channel reviews and planning (measuring more than revenue for continued growth)

No. of participants: Ideally 8
Duration: 2 days

This program is completely tailored around your PM team and uses real partner & channel scenarios based around your products, marcoms, systems, competitors, and market position. We provide a unique learning experience that comes from our knowledge of the industry and the problems you face. Consequently, the material covered is of particular relevance to your internal teams & external channel partners and can be used the next day to increase your effectiveness.

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Comments From Our Clients

  • "I have worked with Moheb on several channel projects including the ARN IT Industry Awards. He has deep channel knowledge and is passionate about how indirect sales can deliver product to market effectively. I would recommend him to anybody looking to build or improve their sales channel"
    ARN – Editorial Director, ARN, IDG Australia
  • "Moheb, apart from his extensive knowledge of the ANZ channel, is an excellent presenter. I have used him on many occasions to present some "unique" sales training courses, and would wholeheartedly endorse his professionalism and ability to deliver on commitments"
    Adobe – Channel Sales Manager
  • "It's great to finally work with an organisation that understands the simple and practical ways of maximising channel value"
    CA – Director, Channel Sales
  • "Channel Dynamics provided us with a straight forward and completely practical way to teach our channel how to understand and deliver complex messaging to their customers. Through this project we were able to set completely new positioning, in a very efficient and timely manner"
    Cisco – Regional Manager Channel Sales
  • "I have engaged Moheb and Cam for channel surveys and the facilitation of planning sessions. They bring with them a detailed understanding of the ANZ channel and knowledge of the market, and added measurable value back to our organisation."
    Citrix – Manager, Channel Development Team
  • "The Channel Dynamics team was a tremendous help in driving toward a more optimized, streamlined, and rational approach toward managing our channel, and helping them and us to grow"
    Citrix Systems – Area Vice President, ANZ
  • "The team at Channel Dynamics helped us understand the channel landscape, identify complementary partnerships and build a strong value proposition that addresses the IDEAL 15 questions"
    Dell – Channels Director
  • "Cam & Moheb are two of the best guys in the industry. Their knowledge of the channel and their professional approach makes them a pleasure to deal with. They have certainly made a difference to the way we do business - I can't recommend them highly enough"
    D-Link – Marketing Director ANZ
  • "Spot on. Cam had a lot of market knowledge and really stimulated discussions. The content was relevant, and I will be able to apply the content gained to my role."
    Ingram Micro – Product Manager
  • "Cam had excellent (inside) knowledge of the industry"
    iProvide – Partner Manager
  • "The most relevant training for the channel that I've ever seen and the feedback from every member of our sales team who attended his course was fantastic. If you're looking for an effective channel model, have a chat with Moheb."
    itX Group Limited – Marketing Manager
  • "The real value of Channel Dynamics is their channel insight and professional approach. Their research provided us with valuable feedback from executive management within our partners, which gives us the building blocks to develop and enhance our channel program."
    Juniper Networks – Channel & Enterprise Marketing Manager ANZ
  • "The absolute best training course we have ever done. Really hit the hot buttons where we were experiencing difficulties talking to resellers, and enabled us to talk to partners in a much more relevant manner. I would certainly recommend it."
    Lexmark – General Manager Channels
  • "Channel Dynamics delivered a combination of strategy development, training, recruitment, and general board level consultancy that significantly contributed and shaped the growth of our business. I could not recommend them more highly for their professionalism, knowledge, wisdom and experience"
    Mailguard – Sales & Marketing Director
  • "Channel Dynamics helped us focus and build upon our own knowledge and strengths to enable us to go to market with a strong, consistent message. The results were truly remarkable!"
    Netgear – Director - Distribution & Retail
  • "I have done several channel courses, and this one was tailored to the market we address. The other programs were cookie cutter approaches"
    Optus – Channel Manager
  • "Channel Dynamics has helped us to define a partner framework from beginning to end and has consistently exceeded our expectations in regards to their professionalism and the way they transfer their knowledge"
    Software AG – Channel Manager
  • "In one word their course was SUPERB. I also found that it provided a great environment for team building. The course encourages an environment where you learn the personal side to your partners, customers or colleagues"
    Symantec – Business Development, Education Services
  • "Channel Dynamics has always added tremendous value in my role as a Channel Director. The combined experience and knowledge of Moheb & Cam make it very difficult to go past them whether you need to train your staff, build strategy or improve partner engagement. In fact they can pretty much fulfil all your needs when it comes to partnering"
    VMWare – Channel Director
  • "There are many consulting companies but there is only one Channel Dynamics. The difference is their experience. Our engagement with them gave us an insight into our channel requirements that we never would have found by looking from the inside out"
    Watch Guard Technologies – Sales Manager
  • "Channel Dynamics understands our business, customers and partners. We don’t have to spend time teaching them our business - they get it. They are always professional, consistent, focussed on attention to detail, and the follow through is outstanding."
    Westcon – General Manager, ANZ