Sales & Channel Strategy Canvas:
Defining How and Where to Compete
Deciding How and Where to Compete
Like a business strategy, a sales & channel strategy involves a series of decisions.
Whether you have 10 or 10,000 salespeople, a robust sales and channel strategy involves deciding:
- How to Compete (what are your sources of competitive advantage as a sales team)
- Where to Compete (which types of customer offer the best balance of attractiveness and achievability)
This is an iterative process. Your sales strategy will need to change as market conditions and your own business changes.
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Frequently Asked Questions (FAQs) on Sales & Channel Strategy Canvas
What is a sales and channel strategy canvas?
A sales and channel strategy canvas is a structured tool that helps you make key decisions about your sales approach. It clarifies how to compete as a sales team and where to compete across customer types, creating a robust, repeatable framework for guiding sales and channel activity.
How does the sales and channel strategy canvas help define how to compete?
The sales and channel strategy canvas helps define how to compete by focusing you on your sources of competitive advantage as a sales team. It encourages you to articulate what differentiates your sales approach so that your people can consistently exploit those advantages in the market.
How does the sales and channel strategy canvas guide where to compete?
The sales and channel strategy canvas guides where to compete by asking which types of customer offer the best balance of attractiveness and achievability. It helps you segment and prioritise customers so that sales and channel efforts are focused where they are most likely to succeed.
Why is an iterative approach important when using a sales and channel strategy canvas?
An iterative approach is important with a sales and channel strategy canvas because both market conditions and your business will change over time. Revisiting the canvas regularly allows you to adjust how to compete and where to compete, keeping your strategy relevant and effective.
Can the sales and channel strategy canvas be used in both small and large sales organisations?
Yes, the sales and channel strategy canvas is suitable whether you have 10 or 10,000 salespeople. It scales across different sizes of sales organisation, providing a common strategic framework for aligning teams around the same decisions on competitive advantage and customer focus.
How is a sales and channel strategy similar to a business strategy?
A sales and channel strategy is similar to a business strategy because both involve a series of deliberate decisions. In sales, those decisions centre on how to compete and where to compete, creating clarity that shapes day-to-day actions across channels and customer segments.
What types of decisions does the sales and channel strategy canvas support?
The sales and channel strategy canvas supports decisions about your sales team’s competitive advantage and the customer segments you should prioritise. By structuring decisions around how to compete and where to compete, it turns abstract strategy into a practical, focused roadmap for sales and channel execution.
How can I get access to the sales and channel strategy canvas?
You can access the sales and channel strategy canvas by downloading it from Imparta. Simply enter your email address as requested, and you’ll receive the canvas to help structure and refine your sales and channel strategy decisions over time.