By Lawrence M. Walsh, Editor-in-Chief, Channelnomics.com Influencing behavior changes often takes place through a system of rewards and penalties. Do something right, you get treated well and are allowed to advance. Do something poorly or, worse, negatively, and you’ll be punished. It’s the classic “carrot and stick” approach. The channel is built on just such […]
The Problem: Manufacturers and vendors rely on partners to help them achieve national and global sales goals by increasing brand awareness on a more local level. Because buyers today are seeking more relevant content and solutions based on their unique wants and needs, it is imperative that vendors provide the best resources to partners relevant […]
More advanced vendors and manufacturers are achieving improved partner communication and sales and marketing reporting by implementing Portal 2.0, according to SiriusDecisions. The brief, titled: The Evolution to Partner Portal 2.0, revealed that these technologies “offer a mutual benefit to both vendors and partners” in the following key areas: 1. Creating demand: Tools to select […]
The vast majority (85%) of B2B organizations indicate that their customer and prospect data is frequently incorrect, out of date and/or obsolete, according to Demand Gen Report research. For OEMs and manufacturers with channel networks, however, the problem is amplified – poor data quality impacts their own businesses, yet it also complicates their channel partners’ […]
By Louis Foong, President and CEO, The ALEA Group The relationship between manufacturers and their channel partners is always an intriguing one. Even the most profitable of relationships have a set of intricacies and complexities that require deep understanding and careful handling. The accepted trust factors imply that manufacturers want to provide their channel partners […]
By Rich Harrison, CEO, SMTP.com SMTP.com is regularly approached by well-intentioned marketing directors with a “great idea”: Why not capitalize on the countless email addresses sitting in our CRM application via an email marketing campaign? It doesn’t matter if they are large Fortune 1000 companies or small businesses; to them, this is great idea. From […]
The Problem: More organizations are noting the benefits of making enterprise applications, data and resources available in the cloud. In fact, recent research from CompTIA indicated that 63% of IT organizations are focusing on establishing cloud-based delivery models within the next year. However, once organizations make apps and cloud-based services available to end-users, how can […]
Industry shifts and market changes — such as the continued shift to cloud operations and managed services — also are motivating vendors to rethink their incentive strategies. Rather than implementing short-term initiatives, organizations are honing in on more long-term, loyalty-generating strategies that will contribute to yearly lead gen and sales goals.