Skip to content

Is Channel Management Your Missing Stair?

Is Channel Management Your Missing Stair?

Counselors and therapists often use the concept of the Missing Stair to describe problematic family or organizational dynamics – generally, there’s one person who’s create difficulties, but no one wants to address or deal with that person, so everyone changes their behavior to work around them. It’s like having a missing stair in a staircase – eventually, everyone learns not to step where the stair should be, and just skips it out of habit. It’s only when someone who’s not familiar with your staircase makes the journey unwarned, and steps where the step should be, and subsequently falls, that everyone’s forced to acknowledge that there’s something wrong.

For a significant amount of companies, channel management is the missing stair in the marketing arena. Technology’s rapid pace has forced many organizations to take on several new challenges all at once: maintaining a customer pleasing website, social media presence, and embracing mobile marketing is a big job. There is a tendency for these functionalities to be segmented; more than one company winds up working with multiple agencies to handle these tasks. This can often be in addition to a marketing or advertising agency that’s responsible for overall branding.

[Tweet “It’s a critical flaw for business tools not to be used strategically.”]

It takes clear, open and frequent communication between these disparate service providers to keep messaging clear and consistent across all platforms. Yet all too often, there’s no structure in place to ensure this channel management happens. Tools are not used strategically – a campaign that’s run on social media, for example, doesn’t show up on the company’s website and in store employees may not even know about it. This is a critical fatal flaw in a world where customers are fully platform agnostic – they expect full and complete information to be available to them no matter how they connect with your company.

Channel management doesn’t just happen. That’s the missing stair we need to start talking about. Who is going to oversee all of the different tools you’re using to market your business and make sure they’re all working in alignment, to your business’ best interest?  The time to talk about this, both internally and with the companies you work with, is before some part of your operation ‘falls down’, endangering your relationship with your customers.  Stair cases can be fixed. Having someone in place with the specific responsibility of channel management can help you realize much better results from all of your marketing campaigns.

Share This:

Book FREE Trial

We know that getting back into fitness is tough! Let us help you achieve your weight boxing workouts.

Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office