Belden launches new distributor programme

09 November 2007

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Belden has introduced a new programme for distribution partners in the EMEA region. The new Channel Program, known as Belden DNA, was launched in Brussels during a two-day meeting attended by key Belden personnel and representatives of more than 40 distribution partners.

The new Belden DNA programme sets out to build stronger connections between Belden and its distributors through selection and allocation of resources. Belden DNA will be an exclusive community of the best distribution partners, dedicated to promoting Belden's range of cable and associated products to their respective markets and territories.

Launching the program, Channel Program Manager, Phil Watts, said: "Belden DNA is a new way of managing our distribution relationships and is designed to be flexible and fit with distributors' businesses. As with any business relationship there are elements required, upon which growth can be developed and future business objectives achieved.

"Each of our DNA distributors' very different characteristics determines the levels of reciprocal commitment, ie the commitment required for Belden and therefore the level of commitment they, in turn, receive from Belden. Essentially this means the greater the level of commitment they give to Belden, the greater the level of support their organisation will receive from Belden."

Types of distributor relationship

Recognising the difference of each of the current DNA distributors and their business, Belden DNA has been developed to cater for multiple types of distribution relationship. Individual distribution partners determine where their organisation fits in.

Belden will provide different levels of service. DNA distributors whose business is structured such that they have a relationship based on increasing commitments will be able to command increasing levels of support and service from Belden. The highest level will include timely, professional service to meet the demands of the distributor and additionally include greater access to regional account managers, marketing communications team, marketing managers and portfolio reviews, as well as increased training resources.

A dedicated team assembled to support our DNA distribution partners, consisting of a channel manager, regional account mangers and a co-ordinator. In addition, a range of resources has been introduced, including an opportunity tracking program, a shared web portal and improved technical support facilities.

Watts adds: "We believe this will be the best programme in the marketplace today and we fully intend, with our partners' help, to keep Belden DNA as the partner programme to benchmark against.

"Belden appreciates that to have a motivated and proactive distribution channel able to support the overall business strategy and deliver superior performance requires a consistent and cohesive strategy. We believe that a motivated distribution channel will organically grow, whilst supporting the Belden sales strategy and deliver superior performance.

"The Belden DNA programme is only one aspect of an innovative approach to working with our distributors. We will incorporate a full suite of traditional and multi-media collateral to communicate, update and inform customers about Belden, our products and the markets in which we operate."

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