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New Buyer Journeys For Business Outcome Solutions Require Remaking The Channel

While everything old is obviously NOT new again about the solutions and services that IT buyers are seeking or the way they shop for them, channel organizations continue to struggle with same ol’ same ol’ challenges. In its 2020 State of Partnering report, PartnerPath, a consulting firm, identified six major trends that are shaking up […]

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How ASG Adjusts Channel Program To Focus Partners On Business Unit Buyers

If there’s a memo that channel leader Wayne Monk didn’t miss, it’s the one that technology buying power is shifting steadily from IT department to line-of-business decision makers. Witnessing first-hand that business unit buyers are accounting for an increasing share of sales, and expecting the trend to continue as forecast, Monk, senior vice president, global […]

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Heather K. Margolis: It’s Time To Think Differently About Partner Demand Generation

Heather K. Margolis, founder and CEO of Channel Maven, is a renowned member of the channel marketing vanguard. At companies including EMC, EqualLogic and Dell, she spearheaded initiatives that resulted in smarter channel programs. For more than a decade, Channel Maven has been a go-to provider of strategic channel marketing communications to channel and Partner […]

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Citrix Kickstart Program Boosts Ready-To-Market Partners’ Demand Gen Efforts

At the SiriusDecisions Summit earlier this year, the Citrix Partner Kickstart initiative was selected as a Channel Marketing Program of the Year. Citrix, a digital workspace platform supplier, launched the comprehensive program in 2018 to help partners generate demand and accelerate opportunities by providing them with marketing and enablement resources and training and support for […]

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Partners See Marketing Advantage In Their Proximity To Customers

Partner organizations are increasingly taking the lead on marketing themselves and the brands they represent. That’s the observation of Dave Sutton, CEO at TopRight, a marketing consulting firm, who is witnessing partner organizations account for an increasing share of his business. “Five years ago, TopRight would have typically been engaged by the brand in order […]

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Preferred Agency Lists Help Partners Find Channel-Proficient Marketing Experts, Ensure Alignment/Compliance With Vendor Programs

A promising sign that partners are more eager to market themselves and the brands they represent is their increased engagement with marketing agencies referred by vendors. For example, at Sage, the business management solution provider, an agency-provided concierge service is being expanded by 50% to accommodate partner demand. “Our partners are telling us they want […]

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At Sage, Teaching Partners To Reel In Their Own Leads Gets Priority Status

At Sage, the business management solution provider, helping its partners drive more of their own pipeline is a top priority for 2019. Offering an expanded marketing program on a robust infrastructure, Sage is striving to help its partners “drive customers through the journey of selecting, considering and deciding what new technology they should bring into […]

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Pooling MDF From Multiple Vendors Helps Partners Make Bigger Splash

By combining allocations of several MDF programs into a single pool of marketing dollars, partners large and small are making more effective and efficient use of resources many companies often leave on the table. MRP, a marketing and sales agency, has successfully managed multi-vendor MDF programs for partner companies. Devon Day Wellbrock, senior vice president, […]

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Infoblox Aligns Channel Program With Partners’ Path To Market

At its inaugural Americas Partners Summit last Fall, Infoblox reviewed how the company had expanded its BuildingBLOX partner program to include additional investment in accreditation, deal registration enhancements, new partner tools, and rebate rewards. During the past year, Infoblox had expanded its partner alliance ecosystem with the addition of 100 new partners, boosting channel revenue […]

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