WHITEPAPER: Understanding the Channel Paradox

In the fall of 2014, Revitas commissioned a research project from The 2112 Group. The purpose of the study was to assess manufacturers with multi-level indirect channels on the current state and health of their channel operations. Participating manufacturers included those operating in high tech, discrete manufacturing, consumer products, industrial equipment, and related vertical industries. The 2112 Group authored a survey, and followed it up with interviews in order to probe for further detail with the study participants.

The study included 84 participants, all from functional teams working with channel that included sales, marketing, financial and Line of Business (LOB) executives. The 2112 Group published the survey with 95% degree of confidence, and a 5.5% margin of error.

Examination of the findings of the study reveals that manufacturing businesses within these verticals are under increasing pressure in their channel with competing challenges that set up what Revitas has now termed “the channel paradox.”

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