Lecture 1. Prioritization is a synonym for strategy
Lecture 2. Defining a distribution business model (Sales generation model)
Lecture 3. Defining a distribution business model (Route-to-Market selection)
Lecture 4. Selecting distributors
Lecture 5. Managing distributors
Lecture 6. Managing a distributor pool
Lecture 7. Pricing in sales channels
Lecture 8. Export strategy
Lecture 9. Building processes; forming a sales structure

Learn how to prioritize effectively as the foundation of any successful strategy.● Strategy in a broad sense. Basic tools of strategic analysis● Understanding the role of the sales channel for the buyer● Benchmarking of sales concentration by sales channels● Prioritization of sales channels. The McKinsey matrix● Examples of prioritization for different business models

Defining the main sales drivers
Case "Speed", about how the administrative resource loses to marketing
What factors determine the choice of a sales generation model
Examples of sales generation models:
classic FMCG - channels and products
specialized sales channels
Know how products and specialized sales channels
Case "Diapers", about the range of choice of distribution models for high-margin products
Case "Economy", about how the economy affects the choice of a distribution business model
Test questions

● How to define a Route-to-Market for each sales channel:● Direct supply contracts or sales through intermediaries/distributors● Van-selling vs Pre-selling● Wholesale sales (types and role of wholesalers, correct price positioning of wholesalers, checking the effectiveness of the wholesale model according to Nielsen data and internal data)● Tele sales● E-commerce● B2B2C channels (cosmetology, surgery, haute cuisine, etc.)● Ensuring effective omnichannel (principles, analysis of the Distribution Value Chain)● Case ‘Van-selling’, about Van-selling business models as factors of success and failureTest questions

Discover the key criteria for selecting optimal distribution partners.● Types of distributors● Distributor profile:● Quick checklist (territory, competitors, portfolio quality)● Diversification in Capital intensive industries, property structure● Survey on strategic and operational scales● Strategic segmentation of distributors● What and how to talk to a distributor● "Passportization", about distribution business models as a success factor in specialized sales channels (B2B2C)

Learn how to manage distributor relationships effectively to boost performance.● Distributor Value Chain Analysis● Allocation of elements of the value chain and areas of responsibility between the distributor and the manufacturer● Commercial and financial transparency of the distributor● Determination of distributor KPIs● Commercial and financial transparency of the distributor● Monitoring the financial efficiency of the distribution model● Cost of distribution, determination of costs per point● Calculation of the limit of the coverage width of the universe● Pricing policy for sales channels, management of the share of each sales channel in the total distributor● Minimization of "transit" investments in trade● Used concepts and models: Value chain, Make or buy decision, Company boundaries, Vertical and horizontal integration, Economies of scale, Economies of scope, Transaction costs, Information asymmetry

Understand strategies for handling multiple distributors and driving collective success.● Why consolidate distributors and how to manage the process● Limits of consolidation - criteria and calculations● Tools for managing negotiating power and strategic stability● Decomposition of the value chain/Functional backups● Territorial backups● Direct sales● Contraindications for the consolidation of distributors
Case "Consolidation" - about achieving growth by 10% due to the consolidation of distributors
Omnichannel and distributor development for the future
Concepts and models used: Porter's 5 forces, Switching cost, Entry barriers, Homogeneity of competition, Substitutes, Economies of scale, Information asymmetry, Value chain

Learn to craft effective strategies for expanding into international markets.● Pricing in sales channels● Problems of compliance with effective price positioning and solutions; the ROI trap● Hard revaluations, tools, mathematical models, examples of calculations

Master the intricacies of pricing strategies across different sales channels.● Business localization as the ultimate goal of the export strategy● Supporting tactical export roles● Stages of export development as a direction of the company's activity● The role of marketing in building a strategy for international expansion● Tasks of the sales function in export development
Case "Privite Label", about the role of "PL" in strategy as a tool of business localization

● Annual planning cycle● Monthly planning cycle● Sales & Marketing Contract, Dash Board control● Formation of the optimal structure of sales by channels● Defining the main KPIs● Structure of bonuses and motivation schemes