Channel Marketer Report

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It’s Time to Get Better Returns on Your Channel Capital Investments

By Ted Dimbero, Co-founder and Senior VP Services and M&A, Zyme Selling through indirect channels can sometimes feel like the blind leading the blind. Resale partners’ sales and supply data are available, but much of it is manually collected, months old and plagued with errors. Companies that leverage channel sales compensate for these inefficiencies with large […]

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ChannelChat: Strategic Partner Selection, On-Boarding Are Key to Aptos Channel Success

The rapidly expanding global partner program at Aptos, Inc., a market leader in retail technology solutions, captured the spotlight at the company’s annual global sales kick-off meeting in October. For fiscal year 2017, Aptos and its partners collaborated on a record number of projects. And in 2018, the company predicts that a greater share of […]

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Why Prescribed and Personalized Marketing Is Needed for the Channel

By Jeff Mesnik, CEO, ContentMX As a technology marketer, you know that building demand generation campaigns takes planning and coordination. Your message is deliberate and coordinated and the sequence and timing of communications are relevant and important. Demand generation is filled with both long term and short term strategies, all for the purpose of identifying […]

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Case Study: To Win SMB Business, Xerox Overhauls Channel Partner Platform

With more than 5,000 partners helping to boost Xerox’s global annual sales to $11 billion, it’s hard to imagine that the enterprise operated anything less than a well-run channel program. But when the company determined that the small and midsize business segment represented a significant opportunity for growth – and that 75% of the overall […]

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ChannelChat: Are You in The Dark About Shadow Partners?

Episode 13: Jay McBain, Forrester Jay McBain, principal analyst, global channels at Forrester, has long been heralding the emergence of new categories of solutions providers he calls shadow partners. During this ChannelChat, McBain describes who these shadows partners are, why they’ll play an important role in helping vendors grow their business, and how soon brands […]

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Partner Loyalty Isn’t the Same Thing as Your Rewards Program!

By Tracy Delphia, Market Analyst for B2B and Channel, ICLP “I want to start a partner loyalty program.” We get calls with some version of that query regularly at ICLP.  What the caller invariably is asking about is some kind of incentive program for their partners. “Loyalty” and “incentives” have become conflated in the minds of many […]

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Channel Management for Hire

By Norma Watenpaugh, founding principal and CEO, Phoenix Consulting Group If you are like most channel management organizations, you are continually pressed to do more with less.  Although two-third of IT products and services are sold through channels, my guess is that you don’t have two thirds of the sales and marketing budget to enable […]

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ChannelChat: The ESET Partner Council: Listening and Learning To Fuel Growth

Talk about not resting on your laurels! At the same time that ESET, an IT security company, announced a record 40% year-over-year increase in channel partner growth, the company also heralded the launch of its new Partner Council. The advisory group, said the company, would include 10 active partners initially who would participate in quarterly […]

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ChannelChat: Are You Ready to Face the Five Major Forces Changing the Channel?

Episode 12: Theresa Caragol, Achieve Unite In a recent article, Theresa Caragol, founder and CEO of Achieve Unite, wrote: “To survive the rapidly changing pace of business technology consumers, technology providers must understand and operate in concert with five major forces.” In this episode of ChannelChat, Caragol describes the five forces she’s identified, the impact […]

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As Purpose-Built PRM Technology Proves Value to Vendors, More Solutions Flow to Market

The days of channel executives cobbling together a stack of off-the-shelf and home-grown solutions to just barely support their staff and partners seem to be coming to an end. With indirect sales team accounting for the lion’s share of B2B revenue, vendor demand for high-performing, purpose-built channel solutions is being met by a growing number […]

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