Sales channels drive any business, with some channels carrying more weight than others. Regardless of size, working with frontline sales is exciting because of the direct interaction with consumers or clients. It is personal and real. The channels not only deliver on strategy but also on relationships and results – and more importantly, provide feedback to improve or enhance the business. Unfortunately, a disconnect can happen between marketing and sales that can hinder performance and returns. Analyzing, updating and listening to channels are critical, especially in today’s fast and furious consumer pull environment.  As a marketer, I include channels into strategic discussions earlier than most managers, to ensure stronger and executable programs through the frontline – resulting in positive customer relations and sales.