Channel Marketer Report

Special Features

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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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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TIE Kinetix All-in-One Partner Automation Platform Enables Seamless Channel Marketing

Problem:  Successfully executing channel marketing initiatives can be a challenge for organizations, large or small. Not only are you relying on partners to actively market your products and generate demand, but do so in a way that represents your brand accurately. The simple truth is that most can’t, due to limited time, skills and resources. […]

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The Integration Imperative: Why Channel Partner Processes and Technologies Must Be Silo-Free

Laz Gonzalez, Chief Strategy Officer at Zift Solutions With the channel in a constant state of flux, it’s no wonder that today’s CMOs are dealing with more demands, complexities and technology than ever before. Channel technology vendors have been quick to deliver all sorts of software and solutions to help (and win the business of) […]

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PRM, By Any Name, Could Benefit From More Integration with CRM

By Robert DeSisto, Chief Value Officer at Salesforce Partner Relationship Management (PRM) applications have been around for 18 years, yet have struggled to take hold in the market. Over the same period, CRM spend has seen explosive growth across every industry in companies small to large. So with one third of the world’s business generated […]

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When Will CMOs Recognize the Potential of Channel Partner Marketing?

While the communication gap between direct sales and marketing organizations appears to be closing, partner programs have yet to win much support from many CMOs. That could be a problem for many of the large and small businesses that are counting on partner organizations to drive more of their revenue. Start-up firms, in particular, are […]

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FotoWare Enables Consistent Use and Distribution of Your Most Important Images, Graphics and Videos

The Problem: In the ever growing demand for content, ensuring consistent branding through channel partners is becoming more challenging. All too often, partners use images, graphics and videos incorrectly in their presentations. And with increasing use of your images on partner websites, blogs or social media, you may be unaware of where and how graphics are being […]

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Boost Your Business with an Effective Channel Advisory Board. Here’s How to Start Building Yours

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 […]

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