Marketing Certification: The Missing Ingredient in Partner Enablement
Have you ever cooked a meal only to taste it and discover that a key ingredient was left out, so the meal did not taste quite right or have the intended flavor? All of the preparations and resources...
View ArticleMileposts on the Fast Track to Channel Demand Creation
Channel marketers are being squeezed between the proverbial rock and a hard place. On the one hand, they’re doing anything they can to assist in the recruitment of new partners, contributing to sales...
View ArticlePartner Portals: Are We There Yet?
As the summer winds down, some of us are reminded of those long family drives to a vacation destination when someone inevitably asked, “Are we there yet?” Depending on how long the journey or how many...
View ArticleChanges in the Channel
B-to-b channel ecosystems are changing – not because icebergs are melting somewhere in the North Atlantic, but, most recently, because changes in supplier solutions are altering the role of the channel...
View ArticleThe Road to Repeatability in the Channel
Each year, channel sales and marketing leaders are assigned a revenue goal. The goal may require that they increase last year’s channel revenue by 20 percent or even 30 percent, leaving them to wonder...
View ArticleB-to-B Sales and Marketing Haikus: Channel Management
Here’s another installment of haikus dedicated to b-to-b sales and marketing. This edition addresses channel management and partner productivity. Get TRED in your head our model for optimal channel...
View ArticleThe Three C’s of Supplier/Partner Relationships
The concept of natural selection is a cornerstone of modern biology. Simply put, creatures that survive are not necessarily the BEST, but those that can best ADAPT to their environment. For the past 10...
View ArticleFor Channel Partners, Beauty Is in the Eye of the Beholder
At first glance, a channel partner often seems to be a perfect match for a supplier’s channel program, but time and experience with the partner reveals its issues (e.g. limited resources and bandwidth...
View ArticleSecrets of Success From Our Channel Programs of the Year
At this year’s annual SiriusDecisions Summit, held in May, I had the privilege of co-presenting awards to four standout channel programs that we selected from the nearly 100 entries we reviewed over...
View ArticleThree Game-Changing Events That Could Destroy Your Channel Business
Years of benchmarks and inquiries with clients have uncovered a number of common issues involving channel partners. Many b-to-b suppliers lack knowledge of effective investment strategies to fuel...
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