With the soaring adoption of secure access service edge (SASE) architecture, providers have been making significant efforts to enable their channel ecosystems to meet the on-going demand. Earlier this year, for example, Netskope launched Netskope Prime, an invitation-only program for distinguished Netskope partner technical experts. The intention of the program is to recognize and develop […]
By Preseetha Pettigrew, Global VP Strategic Alliances, Seismic In the B2B tech space, it seems like new partner programs are springing up wherever you look. It’s hardly surprising, given that 54% of companies say that partnerships drive more than 20% of their total revenue. With so much competition out there, how can solutions providers ensure […]
By Brian Crockett, Head of Marketing, Vanson Technology Services Will your channel incentive program provide sufficient return on investment (ROI)? While many partner program managers struggle with justifying the financial investment in a channel incentive program, the answer may be easier than you think. Channel incentive programs differ from other channel partner reward programs as […]
By Ellen Linkenhoker, Insights & Strategy Leader – Marketing Strategy, ITA Group According to Forrester, 71% of B2B shoppers reach selection at the end of the digital journey — without using traditional sales processes and demos. This means, if you’re a vendor, whether large, medium or small, you may have lost a deal without even […]
In a news article about Brighton Park Capital’s $125 million investment in OPSWAT, Benny Czarny, CEO of the cybersecurity company said he plans to use the proceeds to hire more channel marketing specialists and invest in partner program components such as market development funds (MDF) to help partners generate new business more quickly. He also […]
By Chanan Greenberg, SVP and GM, High Tech, Model N “The future of channel partner programs and ecosystems will be anchored in automation, flexibility, scalability, and self-service. The effective use of technology tools is no longer optional. Ecosystems don’t run on spreadsheets,” observed Forrester analyst Chris Cleary during a recent Model N webcast. And he’s […]
Broadvoice, a provider of hosted voice, unified communications (UC) and SIP Trunking services for businesses, announced the appointment of technology channel marketing veteran Lauri Martinez as Vice President of Channel Marketing. Martinez brings more than 20 years of B2B marketing experience to Broadvoice, where she will work to ensure that Broadvoice’s partner program aligns with […]
By Daniel Graff-Radford, CEO, Allbound There are any number of ways that the benefits of participating in a channel marketing program can be effectively communicated to your partner ecosystem. But few members of your team can have as much impact on partner engagement in through-channel marketing programs as your channel or partner account managers. In […]
By David Pereira, President, Get Lift Because the average managed services provider or value-added reseller has agreements with 15-20 brands, it’s not easy for any single vendor to get their attention. One way to stand out among the competition is to make it easier for partners to create case studies or success stories. There are […]
At the B2B Marketing Exchange in February, Jay McBain, Forrester’s Principal Analyst, Channels Partnerships and Ecosystems, said that channel programs must adjust to the “never-ending sales cycle” of recurring revenue, rather than continuing to rely on transactions that reward front-end and back-end margins. Recruiting and engaging networks of influencers will be critical, he said. In […]