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 omnichannel 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.