Channel Marketer Report

ChannelViews

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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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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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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Are You Helping Your Partners Address Evolving Buyer Personas?

By Jeffrey Mesnik, president, ContentMX According to Forbes magazine, buyer personas are “semi-fictional characters that personify your ideal customer” and are “imperative to having accurate audience insights.” But what happens when the persona of the buyer changes almost overnight, as it has for technology buyers?  As stated by Gartner in the introduction to its report, Targeting […]

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Channel Marketing: Why ‘Engage and Empower’ Partner Strategies Outperform ‘Pamper and Pressure’ Tactics

By Ed Breault, VP Marketing & Industry Solutions at Aprimo If your organization has a distributed sales model, you know how integral channel partners can be to your growth and continued success. You also probably know how difficult it can be to engage and enable partners to take the actions necessary to drive that growth […]

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12 Ideas for Succeeding in a Mentoring Relationship

By Theresa Caragol, founder and CEO, Achieve Unite, and Izzy Barry, director, M&A and PMOaaS, VMware Inc. With US unemployment holding steady well-below 5%, and the number of job vacancies rising to an all-time high of 6.37 million in April, finding top-talent for channel management and marketing positions is tougher than ever. That’s why it’s increasingly […]

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