Choosing the right channels to grow your business.Mark Harrison is a partner at Pitcher Partners Melbourne with more than 30 years of experience helping businesses of all sizes reach their full potential. He provides audit and assurance services for publicly listed companies and general business advice for private, family-owned enterprises, and brings a gregarious and generous nature to the firm's community-focused work, leading its health industry and not-for-profit teams and contributing to CSR, charity and pro bono activities.
In this episode, Mark shares practical insights on how businesses should think about their sales and distribution channels as they grow. He runs through the full range of options available today — from bricks and mortar and e-commerce to marketplaces, email, telemarketing, franchising, subscription models, resellers and distribution agreements — and explains why the right choice always comes back to the fundamentals: where the business is now, who the customer is, what the product is, and where the market sits geographically. He unpacks how scaling businesses should weigh existing channels against new ones, why a channel carries the whole brand and not just the product, how to keep digital and traditional channels complementing rather than cannibalising each other, and why the easiest sale is always to an existing customer. He also offers a candid take on sustainability — that consumers say it matters but often still vote with their wallets — and on making sense of the data without drowning in it. Above all, Mark makes the case that there's no one-size-fits-all channel, and that knowing your customer and getting good advice early is the best foundation for sustainable growth.
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