Abstract The given paper is devoted to the analysis of the main ways of organization and coordination of the channel which could help various companies to achieve success and evolve. The article revolves around the main needs of the partners who organize the channel and the most important procedures which could be used to regulate its functioning. Moreover, the ways in which the efficiency and profitableness of the given channel could be determined are also presented. Finally, the main roles of the channel partners are also discussed and their responsibilities are taken into account and analyzed. Introduction There is no use denying the fact that the modern world introduces a great number of various challenges to companies and organizations which try to become prosperous and continue their development. In terms of the world financial crisis companies have to create new channels that might help them to remain prosperous and attract new partners and customers. Walmart company is not an exception. Channel between the Walmart company and Zumiez Trying to enlarge the sphere of its influence it creates new channels. That is why, the company moves to the pacific northwest (Ferguson, 2015). One of the channels that could be described under these conditions is the relations between the Walmart company and Zumiez. Being a retailing company, Walmart has to find new partners who could contribute to its development ( Our Business , n.d.). Thus, the main needs of these partners could be the beneficial partnership which could result in the increase of the level of incomes. These companies could be taken as rather beneficial and powerful ones ( About Zumiez , n.d.), that is why, the channel between them should be organized in accordance with all existing procedures which coordinate the functioning of the given sector. The procedure of the initiation of the given channel should be accepted by the officials of both these companies for the further partnership to be clear and efficient ( Sales and channel management , n.d.). A certain set of procedures to control the functioning of the channel should also be introduced. First of all, it is the constant monitoring of the state of channel and data and goods transferred with its help. Channel efficiency improvement However, to remain topical and important for the functioning of these companies, the channel should remain efficient and the level of its performance should be high (Axelrod, Day, & Garnick, 2015). With this in mind, the tools to determine this level should be created. First of all, it is possible to suggest the implementation of a certain assessment tool which could help to evaluate the partners performance and the general state of the channel. First of all, this very tool should take into account such showings as the level of incomes and the state of companies who act as partners. This very tool could help to make the channel more efficient Finally, it is vital to consider the responsibilities of the partners. Usually, they are determined by the contract which is the main document that coordinates the functioning of the channel of this sort. Conclusion Thus, it is obvious, that both companies should look after the state of the channel and contribute to its development suggesting new ideas and ways to develop the project (Sharma, 2014). Being the equal partners, companies play an important role in the functioning of the channel, trying to make it more efficient and significant. With this in mind, it is possible to conclude that the existence of the channel of this sort cold help companies to evolve.