It’s not a revelation when we read that channel partners often feel frustrated, because IT manufacturers fail to understand their business. This is partly due to the partner being bombarded with communication and services that are not best suited to help them grow their business. It doesn’t matter whether this lack of understanding is perceived or real … perception is reality.
Partners complete lengthy partner program registration forms, participate in vendor surveys and/or speak regularly to their account managers in order to inform vendors about their business. Combine this with the information available through POS data and the web stats generated every time a partner logs into a partner program, and it’s no surprise that they feel frustrated when this information is being overlooked. What is surprising is the lack of precision and insight observed in channel marketing when compared to other industries that embrace direct marketing—industries that typically collect less data about their customers.
When you add everything up, channel marketing has the potential to be a rich direct marketing opportunity. Read more…
Social media tactics are becoming an established (not just alternative) marketing channel, and partners need help. MDF/Co-op programs are intended to fund a partner’s marketing activities where the vendor’s product/service is jointly marketed with a partner’s product/service. There is:
- A shift in the types of marketing activities that partners need to be successful
- An increasing number of pre-packaged, time-tested and proven social media solutions/services available from suppliers
Be a hero to your partner community, and offer compensation through your MDF/Co-op programs for social media efforts, or better yet, connect your partners via your MDF/Co-op program to be pre-approved suppliers of social media services. Read more…
During the recession it was a bit like pulling teeth to get partners to respond to vendor surveys. We’ve recently been conducting quite a few surveys for vendors and I’ve noticed that response rates are noticeably higher than they have been the last few years. Prior to the “Great Recession,” we would generally see response rates of 3-5% for most online surveys among our technology clients. Then, during the recession there was a huge drop-off and 1-2% became the norm.
Now, we’re seeing response rates of up to 8% (and that’s for rather robust invitation lists)!
I’ve been mulling over the possibilities for these increases…. Read more…
Just what do lions and tigers and bears have to do with running a channel? It’s all the scary things that pop up unforeseen that do you in. Essentially, lions and tigers and bears. How do you best plan to make sure you don’t run into those scary things? Start from the desired end result and work forward.
1) What will you need to report? If you always keep that top-of-mind, you will ensure a program designed with those details front and center. Items such as: Read more…
Low and behold, “economic experts” (The National Bureau of Economic Research) told us that we actually emerged from one of the worst recessions in history back in June 2009. I am glad they told me. I don’t know about you, but it did not look that way to me over a year ago! Apparently, 74% of Americans do not agree and believe that the economy is still in a recession, according to a new CNN/Opinion Research Corporation poll.
While the recovery appears to be lackluster, the technology sector is ahead of the curve. Read more…
For many technology vendors (B2B or B2C), the channel is their primary vehicle for increasing revenue and expanding market share. As the equation goes, partner success = vendor success.
Unfortunately, vendors often lose sight of the day-to-day operations of their partners – a disconnect that can limit opportunities. In order to cultivate a successful business relationship, clear communication between vendors and partners is key. As you craft your channel programs, tools, and go-to-market strategy, here are a few tips to help you keep the partner in mind. Read more…
