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This article can be found on the Web site for an upcoming event, Channel Strategies 2001. It addresses the unique challenges faced by suppliers of goods and services that flow through distribution channels, and offers 10 tips for winning these challenges. The author of this article makes a case for why businesses that utilize indirect channels should think about implementing a CRM solution. In this article, you'll read about the CRM project at Lion Apparel, an Ohio based manufacturer of firefighters' gear. The company's executives realized the need for modernizing their supply chain management, but they didn't realize they'd be faced with resistance from both outside and within the company.