What is Channel Management?

Is a process that involves marketing and sales strategies designed to reach a certain customer base or segment, by employing a specific channel. Some channel examples include: online direct (i.e. your website); indirect (via partners such as distributors or resellers, which can be offline or online); social media channels, and so on. An omni-channel strategy and approach is desirable so as to avoid channel conflict and the cannibalization of resources, as well as to achieve cost efficiencies and increased customer satisfaction.