Let's talk Channel Marketing

Are Channel Partners a Business, or just a Reseller

2011-05-06T04:16:00.001-07:00

With Channel Connect @CRN_UK and Internet World IW_expo coming up in the diary, I'm looking forward to getting behind some of the fluffy cloud stuff and finding out what is really happening with the Channel at the moment.

The big question remains... is the reseller doing anything for your business?

We've seen too many channel models over the years. It's fair to say that each has value in most cases for the vendor, but it often depends on if the partners are running a business as a sales organisation or just fulfilling business as a reseller. How many times have we seen "Bring me some leads and I will sell your product"!!

I recently read about Solidworks VAR programme, a worthwhile read if you have 5 minutes http://bit.ly/j2RFoW but raises a real question about what the resellers are actually doing to own their business in the first place - it seems to me that these are just becoming a sales office that Solidworks don't own or control in the long term. Great if the reseller is exclusive, signs a contract and is close to the business. Are there any of those still out there? Applications on a postcard please.

Most of the channel development and partner engagement programmes we deliver for clients have multiple vendors, services and now cloud-based solutions of their own. I'm not talking here about how to measure their effectiveness, but find the ones that can really add value to a vendors business before they enter into the agreement.

Bring on Channel Connect - should be fun!

All Change - Nothing Change!

2010-11-04T06:53:00.000-07:00

With Twitter taking over the world, the blog seems to be taking second place as quick way of getting information and thoughts to the people in your network - maybe the quick is just not quick enough anymore?

Reading back the somewhat limited postings over the last 2 years has reminded me that things were going to change then - and still are today. The rate of change stays the same but the problems don't seem to go away. The unchanging law of problem marketing:

1. Your database will still be a problem - just a different front end and more automation

2. Your channel could do better - partners still want to do what they do best.

3. It's always going to be best to start with your objectives and work back to your problem...

4. Always!

5. Honestly.

Marketing efficiency takes a hit!

2009-06-29T13:40:00.000-07:00

More and More over the last month I've seen continued examples of companies striving for marketing efficiency but not really knowing where to start.

My advice - cut out all the marketing 'fluff' and concentrate on your objectives. Look at what you want to achieve (more sales, more customers, better coverage) and work back towards what you need to fix first. Then the important bit.....

Don't ignore it! It won't go away or lessen in impact if you decide to go ahead and put your money into the sexy stuff that looks fun.

Here's just one example - your database.... I know, it's a problem and seems too big to work out but is it really?? If you look for effectiveness and efficiency you might decide that it needs re-contacting, moving or simply deleting and starting again. The benefits of doing this first will pay back with real results in the long term when you do get to send out emails and telemarketing as a result.

Don't want to preach here but it's time we learned some lessons and applied some common sense to this ongoing problem. Would love to hear your thoughts on this!

Keeping the faith with your resellers

2009-05-11T09:34:00.000-07:00

Events over the past week have shown me that being able to identify and work with the right resellers is really worth working on. But which resellers and what do you work on??

Back in the day it always used to be about relationship. Having a relationship with the right partners and you have an extension to the sales team. This gave you two important elements to your strategy - Focus and Trust - without these your channel policy becomes a hit and miss affair!

Bring back Relationships!

Today, reduced margins and more competition have resulted in many resellers looking to broaden the solutions they offer, introduce services that compete with the vendor and generally work harder to find/keep customers.

Well before the economic downturn, vendors began to look for ways to engage with resellers and re-connect with these extended sales team. With less money and more competition for business, maybe its time to bring back the role of relationships to re-ignite the focus and trust now so lacking in the current model.

Where to begin....

Planning your channel objectives and having strong values on how to encourage and support partners is a great start. Talking to partners before committment to long term investment is another - but easier said than done when a deal is on the table.

Trust is harder to find because it begins with one side sharing competitive information and unique selling points. You have to give a little to show partners the encouragement that you want them to work with you and accept that sometimes this information may get into the wrong hands - but if you are working closely with these guys (which by now you should) then this will be very obvious and costly to those who don't want to play.

Maybe this is only our view - but one which we'll keep seeing for some time to come...

It's a great time to get talking.

2008-09-23T13:04:00.000-07:00

For those who don't know me yet - Hello!

I've been working in Channel Marketing for so many years now it was about time I started to write about it somewhere.... but does that qualify me to share it with you? Only time will tell I suppose. We all need some place to share how the channel is evolving, the impact that marketing has on it's value in the supply chain, and how other functions evolve around it. Why shouldn't that be here??

You can come here to read but the real value is to be found in taking part! I'd like to hear what's happening out there and if we're seeing the same things? Are we bothered what happens to our Channel and why is it important?

With Markit 4 I'm currently working in IT with vendors like EMC and a whole host of their partners, with Compliance Software vendors and the odd escape into Advertising and Accountancy - each has a very similar view of channel marketing and share many of the same issues.

I commit here and now to sharing some of my experiences, news and insight with you all in one convenient place... Hope you like it!