What is the best and most effective means by which to get your to product to your customers can be one of the most difficult decisions to make, and one that is often times overlooked or undervalued. Determining whether to go direct to the market and your customers versus using an agent, distributor, or other third-party representative can mean the difference between enjoying the benefits of getting to market in a timely and efficient manner with motivated customers and being late to market at a higher than anticipated cost and with a dissatisfied customer. Developing an understanding of how your competitors are serving their markets and customers, and how your customers want to be able to access your products and services can be critical elements to a successful channel decision.