A manufacturer has to take the lead and manage growth through its distribution channels. A manufacturer often relies on distributors for this, a strategic mistake. And too often a manufacturer takes the view that more feet on the street must translate into sales growth. Here's a detailed approach for how a manufacturer can build a superior growth strategy with its distributors, one where accounts are targeted, potential evaluated, and strategy execution measured. To work, there has to be a strong distributor manager, either a direct employee of the manufacturer or a manufacturer's representative.

Editor's note: This first part of two articles focuses on the necessary growth strategy elements. In the next issue of MDM, part 2 details how a manufacturer and distributor can ...