CHANNEL SATISFACTION
The Farnsworth Group's approach to improving channel satisfaction goes beyond traditional research and focuses on the creation of actionable programs that affect a manufacturer's position within the channel. It is not enough to simply understand what channel partners want. A truly effective program isolates opportunities based on latent needs, current gaps in performance, developing trends, and more.

As a first step to The Farnsworth Group's process, current channel partners and target channel partners are identified. Research is conducted to develop a clear picture of how the channels select vendors and the ongoing program requirements (service, marketing, sales, logistical, etc.) needed to service the account. These issues are prioritized to develop a clear understanding of the attributes that influence supplier selection. Simultaneously, information is developed to determine how suppliers are currently meeting the needs of the channel.

The information collected is analyzed to develop opportunities that will impact performance. Through market matching analyses, gap analyses and understanding latent attributes and needs, programs are developed to improve performance. Key outputs of this process are as follows:

• Opportunities by specific retailers within a channel
• Opportunities by region
• Opportunities to displace key competitors
• Opportunities to develop new products, programs and services

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