You open a new channel expecting it to add revenue. But just a few weeks later, your sales team starts to notice something strange: accounts that were already theirs are now buying through another route, sometimes even on better terms.
Many companies invest in LinkedIn, organise events, publish content, launch email marketing campaigns or work on their website’s search engine visibility. However, when they analyse the results, a common question arises:
Launching a channel campaign without checking how it performed is like driving with your eyes closed: you’ll never know if you’re heading in the right direction — and worse, you could crash. Measuring this kind of campaign isn’t the same as measuring actions aimed at the end consumer. It’s not just about immediate sales, but also about engagement, loyalty, and strategic value within your distribution network.
