International Channel Strategy and Execution

A large IT corporation with operations in the U.S. and Canada found that its customer base was rapidly becoming more global, and it was receiving growing requests for multi-national solutions.  We were engaged by the management team to identify and validate possible business models to meet that growing need and avoid losing market share to competitors.

Findings

• The company had not evaluated its competitors’ international strategies and relative successes
• The precise customer needs were anecdotal and no data had been collected or analyzed
• The company’s existing skill sets and operational constraints, including appetite for risk, had not been inventoried or explored

                                                       Solutions

• Customer research was performed using focus groups
• Competitor international offerings were assessed
• Potential international partners were evaluated and explored

Results

• Market research indicated high customer interest in international solutions, with all major competitors aggressively developing offerings in response
• Potential international partners were identified, researched, and visited
• An exclusive referral agreement was reached with a European-based partner, ultimately leading to the company’s first acquisition outside North America, and retention of several key enterprise customers