Episode 10: Maria Chien, SiriusDecisions Digital transformation, cloud adoption, and the shift to recurring revenue models are compelling more companies to examine how they should adjust their channel programs. Maria Chien, service director, channel marketing strategies, at SiriusDecisions, sat down with CMR editorial director Andrew Gaffney at the SiriusDecisions Summit to review why companies need […]
The Problem: Most channel marketers have some form of incentive program in place for their channel sales reps. However, the traditional approach—that is, one without a central software platform—requires ample time, the juggling of spreadsheets and a threat of fraud or mistakes due to simple “human error.”
Problem: Companies selling through the channel work with retailers, e-tailers, resellers and distributors, and as a result, they can easily lose touch with the lifeblood of their business – the end customer. And when it comes to collecting data from distributors and resellers, many companies rely on a mix of manually collected forms and custom-built […]
The Problem: Because channel marketers work with multiple partners concurrently, resellers can often feel inundated with information. On the opposite side of the partnership, most channel managers are struggling with how to obtain mindshare from their indirect sales network of resellers, distributors and channel partners.
By Khalid El Khatib, Gerson Lehrman Group (GLG) Even 15 years ago, combining video and marketing meant commercials. Doing them can be expensive, elaborate, and remarkably inefficient. As video moved far beyond the TV screen, it gave marketers new options to engage clients, employees, and others. This is especially important for B2B marketing, where traditional […]
Channel sales today requires a “consultative approach,” and vendors must supply their partners with the support they need to provide answers to their customers’ challenges, according to Eric Harvey, the recently appointed Senior Director of Strategic Channels at telecommunications services and solutions provider MetTel.
This is the year when technology and digital channels are going to enhance the way vendors communicate with their partners — and vice versa. According to our panel of channel marketing thought leaders, the digital landscape will impact how vendors are segmenting leads for partners and ensure that messaging to buyers is relevant and contextual. […]
By Dan Hawtof, Blackhawk Engagement Solutions Channel marketers offer a constant variety of incentive programs to motivate behaviors across the board, from headquarter principals and sales reps to sales engineers, distributors and anyone else they can reach. They do it with SPIFs, deal registration programs, seed-unit discounts and more, all designed to reward for specific […]
Some brands have a hybrid business model — selling directly to their customers as well as through a network of partners and resellers. Others, however, sell exclusively through the channel. According to Ted Plumis, VP of Channel, Business and Corporate Development at Exabeam, a channel-only approach has a number of benefits. For one, selling exclusively through the […]