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Sales channels are the tactical delivery arm of any business and need to be aligned with market conditions, customer needs, and company-specific objectives. But too often, misalignment between customer needs and the ability of the sales channels to meet them can create performance gaps that can threaten a company's financial performance. Why the threat to the bottom line? Because of the costs associated with delivering "Value" as well as poor sales performance caused by loss of customers, competitors seizing market share, and unfavorable channel partners. Performance excellence can be achieved, however, through a process often referred to as "Channel optimization".
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