By Lisa Masiello, president and founder, TECHmarc Labs, Inc. A channel advisory board provides leadership in identifying, cultivating, and strengthening a technology vendor’s relationship and business interactions with the rest of their partner community, industry leaders and influencers, other IT vendors and potential clients. It also provides external guidance to a vendor’s management team on their corporate […]
At the end of the last quarter — just like countless quarters before them — many vendors were probably sitting on a fairly significant portion of their MDF (market development fund) budget. Despite the value that many partners place on having access to MDF, much of the money that vendors set aside goes used. Figures […]
Episode 11: Jeff Mesnik, ContentMX In a recent State of The Channel report, CompTIA noted that channel partners – especially managed service providers – are beginning to put more emphasis on marketing their own brands and identity. One reason, said CompTIA, is that vendor brands of cloud-hosted solutions are becoming less visible. In this episode […]
Zyme, a leading channel data management company, has acquired CCI, the channel incentives management firm. With the acquisition, Zyme now offers its customers the added capabilities of a comprehensive data-driven incentive management solution supporting rebates, MDF, co-op, SPIFS, and referrals. The purchase of CCI is in line with Zyme’s mission to create “the new smart […]
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: 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 […]