What does the job of an indirect channel strategy consultant involve?
The indirect channel strategy consultant at GTM connects the company’s strategic vision with commercial execution among partners. We design and implement plans to increase channel efficiency and profitability. We analyze data, identify opportunities, and propose solutions to align performance with quality.
In the area of commercial development, we manage actions that simplify the partner’s experience, from prospecting to sales, including training, incentives, and integrated processes. The job requires a 360° vision, connecting marketing, products, training, and sales to ensure consistent results.
What does it involve?
In practice, it involves developing strategies that increase the sales capacity of indirect channels, creating commercial levers and developing new and more efficient sales channels.
We also work on defining KPIs and monitoring partner performance, ensuring that the actions implemented have a real impact on the business.
Another essential point is managing partner relationships. The consultant must deeply understand their needs, challenges, and potential to offer customized solutions that improve performance. In short, it is a role that combines strategic analysis with practical execution, always focused on results.
What professional profiles work in this area?
Professionals in this area usually have experience in analytics and project management, and they hone their skills with knowledge of sales and sales channel management. The job requires influence, negotiation, and building solutions with multiple stakeholders. Adaptability and collaboration are essential, as the consultant connects strategies from different areas with the reality of each sales channel.
Why is it important for companies?
The importance lies in the strategic role it plays in the management of indirect channels; when this management is efficient, it has a direct impact on Vivo’s B2B revenue. The consultant prepares partners to sell more and better, creating a sustainable ecosystem.
In addition, it expands the company’s presence in the market without increasing internal costs, ensuring capillarity, speed, and competitiveness. In short, it is a function that drives growth and profitability for Vivo.
How does it differ from other types of strategy consultants?
This role is different in that it directly links strategy and execution in indirect channels. While other strategy consultants focus more on macro planning, our approach is to transform strategy into concrete results, ensuring that partners are prepared to sell efficiently and profitably.
In addition, we connect internal and external areas, translating objectives into practical actions, which requires a 360° vision, analytical skills, and a close relationship with stakeholders.
To clarify the concept, what types of indirect channels exist?
There are different types of indirect channels in Vivo’s B2B, such as: customer service, remote, consulting, and One Partners. Each has its own particularities, remuneration model, and focus products. However, the synchrony between the strategy applied, the DNA of each channel, and the appropriate audience assigned to each is what guarantees success in the results.
Customer service channels are responsible for serving the entire base and also for actively and receptively selling products. In addition, they have a great responsibility in reducing churn due to the high number of mobile and fixed-line loyalty programs.
Remote channels are responsible for acting as hunters in the market, focusing on FTTH and mobile sign-ups.
Consulting, currently the channel with the largest number of salespeople, is responsible for building loyalty among its customer base, generating more sales, and attracting new customers to Vivo.
For its part, One Partners is a replica of the Vivo One direct model, but within an indirect channel, with the partner acting on a high-potential portfolio. This channel works solely on the portfolio, negotiating products with a higher average ticket than the others.
In terms of the operating model, customer service and remote channels operate as a call center focused on quick sales, with multiple calls per day.
One Partners works under the inside sales model, focused on consultative sales with many meetings via Teams. Consultative combines face-to-face customer service, a great strength due to its capillarity, with inside sales.
As GTM, we are responsible for keeping all these channels aligned with their objectives and DNA, always seeking to sell more and better every day.
