This is the way of sales channels, and there is nothing new in the challenges they represent. But Valcon’s recent Quarterly Growth Survey shows that the dilemma of sales channels is still very much in focus with commercial executives. Our survey showed that many executives see new sales channels as a critical tool to create growth in their business, but they are also aware of their challenges in improving efficiency in the current sales and distribution channels.

It is currently very popular to focus on omni-channel sales strategies in which the customer is targeted through all available channels. Anytime Anywhere is the mantra. But just because it works for Starbucks does not necessarily mean that it will work for your business. The higher the number of sales channels, the higher the complexity and costs.

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