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Measuring Channel Success: Reach, Frequency, Yield

Mindshare for today’s channel comes at a premium. If you are a Channel Manager looking to grow your business it seems easiest to go after your best partners and ask for more business.  Many times, your partners will sell into their existing accounts and become deeply involved in deployments, leaving little capacity to sell more.  Focusing on the broader issue of creating channel capacity by increasing number of Channel Partners, shortening sales cycles and generating more...
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Partner Marketing: It's Not About You!

Partner Marketing: It's Not About You!
‘How many times are my campaigns downloaded?’ ‘How often is my training webinar viewed?’ ‘What’s the ROI on my marketing tools?’ These are metrics partner marketers typically tell me they track to measure the success of their programs with route-to-market partners such as alliances, system integrators, distributors and resellers. But these are not the most important questions to be asking. As long as we partner marketers focus on our metrics, our tool utilization, our ROI, we’re...
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Olivier Choron
Great piece Kristina. You are spot on and I am glad you guys at Brocade are doing this; we see too many campaigns going to waste.... Read More
Wednesday, 02 March 2016 10:10 AM
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The 4 Golden Rules of Social Media, or The Creepy Pickup Artist

Sure, many things in life can be learned if you did not come to earth with them already built-in. Social media is one of them. But as many times, the devil is in the details and there is one very elusive skill. The four golden rules in Social media are that you have to engage often, consistently, providing relevant content, and in an authentic fashion. Frequency. Social media, to be done right, has to be done...
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Social networks are consolidating to create a channel for B2B commerce transactions

Today’s digital environment is fundamental for B2B decision-makers who increasingly opt to use social networks to connect with clients and obtain specialized information. By Roberto Ricossa,VP of Marketing in Latin America for Avaya | Follow him on Twitter, LinkedIn and Google+   The power and influence of social networks are no longer novelties for fast-moving consumer brands. Businesses have discovered that different online platforms – including YouTube, Twitter, Facebook and even Pinterest - are effective ways...
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Olivier Choron
Great piece Roberto, but have you considered socially enabling your partners with your content - via the use of a social media adv... Read More
Wednesday, 02 March 2016 10:10 AM
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Marketing TO and FOR the partner

This is one of the basic concepts in Channel Marketing. While our ultimate goal is to see our products sell through the channel, it is also a very important piece to build a robust channel itself, or as I like to call it, a “Channel Community”.   This is why Channel Marketing focuses in two distinct areas: - Marketing THROUGH the Channel In order to maximize the benefit we can get from leveraging a channel partner...
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The 6 roles of a Channel Chief

  In our industry, there are few roles as opaque as the channel chief role.  It’s fairly simple to define what the role of the VP of Sales is, or the role of the chief marketing officer or chief financial officer.  But what is the role of the channel chief, and what makes the difference between a good one and a great one?  What makes one an integral part of the company leadership team and...
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New year, new strategy for channel incentives: Top channel behaviors to reward in 2014

Staying competitive in the channel incentives space means thinking beyond the pay-for-performance model In the increasingly competitive channel market, incentive program managers are looking for new ways to encourage participation. The first order of business: to identify presales behaviors with the highest correlation to ultimate sales. Based on our 2013 research, parago has defined 10 key channel behaviors to focus on in 2014, starting with: 1. Business planning. Vendors are moving toward a model of cooperative business planning....
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