Strategy Development and Channels
The channel dimension of strategies can run the gamut.
These strategies are developed by any customer-facing organization. They are not directly related to best ways to serve the customer and simply take channel implications into consideration. The organization developing them needs to consciously address those implications with cross-functional colleagues.
Channel strategies, which might be developed by one or more customer-facing organizations, focus on all aspects of specific channels. The organization developing the strategy must actively engage other customer-facing organizations in their development.
All customer-facing strategies must be based on customer relationships and, at a minimum, be channel-aware, not as an afterthought, but as a key part of strategy development and strategic decision-making.