Many marketers that I talk to believe channel conflict is a bad thing because they get beat-up by their internal channel managers when it escalates. However, there is a much bigger problem if you don”t have channel conflict. As a marketer, if you don’t have channel conflict, then you’re nowhere close to having enough market coverage. Channel conflict is a healthy barometer of how well you’re attacking the served addressable market and growing it within your total addressable market. You should add channel conflict to your marketing dashboard and make sure you achieve a consistent level.

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