Yeah, yeah, the title is riffing off of a Will Smith song that I probably won’t be able to get out of my head now. But “sticky partner loyalty” is a concept I think we’re all going to be hearing more about this year. Forrester has been taking a pretty close look at partner loyalty Read More
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As I’m making the final touches to a new eBook “The Playbook Part 2 – Through-partner marketing” I thought I’d share a sneak peek into the content. If you’re registered with us, you’ll see it in your email next Wednesday or on a social sharing site.
I’ll be touching on one area of the eBook where Read More
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There are contrasting trends to watch right now in the channel world. The first trend is an actual reduction in the global channel population. The B2B technology channel is shrinking due to both acquisition and attrition. Estimates of the reduction vary widely between analyst organizations: from 15% (Forrester) to perhaps as much as 40% (Gartner), Read More
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Vendors often tell us their partners are confused about which programs or promotions they are eligible for. Partners have a lot on their plates – they deal with multiple vendors and commonly participate in several programs with each vendor, making it hard for them to know which programs are available to them.
The launch of channelConduit 8.4 Read More
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Forrester’s latest forecast estimates that $2,088 billion (USD) will be spent on IT next year. About 65% of that goes through the channel – $1,357B. And about $63B will be spent on channel marketing.
63. Billion. Dollars.
On channel marketing.
The lion’s share of that is spent on partner incentives (about $50B). The question for vendors is whether Read More
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One principle of effective direct marketing is to have a deep understanding of your audience so you can ensure each message is relevant. So why then do many channel marketers still treat their entire partner base as one large group when it comes to promoting partner marketing activities – only to discover a low uptake Read More
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