Start with the decision, not the channel
An architect or designer may need to establish whether a product fits a design, application and project brief. A dealer may need to know how to present the range, obtain samples, answer practical questions and turn interest into a quotation.
These are useful distinctions, not fixed rules. Some dealers influence specification; some designers also purchase. Map the actual buying process for the products and markets involved.
Build information around each role
For specification conversations, organise approved technical information, relevant application imagery, samples and a clear route to expert support. Avoid making the visitor search through broad lifestyle content to find the detail needed for a project.
For dealers, provide understandable range information, sales tools, merchandising or display support where appropriate and a reliable enquiry process. Agree which materials can be adapted and how updates reach the people using them.
Connect the handover
A project interest can be lost between the person specifying and the business supplying. Agree how a named project or requirement moves between teams, what information accompanies it and who owns the next action.
For example, a sample request may need a project stage and an application recorded alongside contact details. This is an illustrative workflow, not a description of a particular client’s systems. Collect only information needed for the task.
Use measures that reflect the route
Specification activity can be reviewed through relevant project conversations, sample progression and inclusion in project consideration. Dealer activity can be reviewed through engagement, qualified enquiries and quotation progression where those data are available.
Do not add these counts together as if they were equivalent outcomes. Ask where movement is happening, what is blocking the next step and which team can act on it.
Context and further reading
Prepared by EF Consulting from the service scope and planning approach described on this website.
Brand and Marketing Strategy: scope and approach →Triangle: the content strategy in context →