“If you look at how customers are buying, three-fifths of the buying cycle occurs before the prospect is even contacted,” – Is It Time to Change the Channel?
For most Cloud, hosting, and technology companies, the indirect channel has been and remains a vital part of their business. The primary goals of channel marketing are to optimize costs, expand market reach and become more efficient.
These are all important questions that must be answered before your strategy goes live; otherwise, the results could be disastrous. When reputation is at stake, the only thing worse than not having any business is having more business than you can handle. Make no mistake: your channel partners will notice when something goes awry.
It’s the Way Companies do Business
Most IT purchasing decisions are made long before salespeople make contact with decision makers, and most companies today drive roughly 30% (and sometimes as much as 80% ) of their revenue through channel partners.
Modern social media platforms and digital marketing portals are rewriting the rules of traditional marketing. It shouldn’t be surprising that not only do consumers grade companies on their digital footprints, but your channel partners will grade you, too.
What’s the first thing you do when you want to find out about a new company? Most people will probably say that they Google the company. Your channel partners will want to know what you look like in cyberspace. That’s the modern-day first impression and it will be a lasting one – so it needs to look great. At Total Product Marketing, we understand the digital landscape and we’ll help you navigate it like a pro.
Before you start building your channel program, we can help you with a market and company assessment and help you answer two key questions:
Let Us Tell Your Story
“People like and understand stories. You can say you have the best product, but if you say so through a story, it’ll stick.”
– Guillermo Novillo, head of global acquisition marketing for Microsoft
Without being able to clearly articulate your value proposition and competitive differentiation, your channel partners are going to struggle, and ultimately they’ll be unsuccessful. We can help you in any or all of the three stages in channel management:
With over 10 years of channel marketing experience, Total Product Marketing can you help you navigate the changing landscape. The modern Cloud subscription model represents new challenges and opportunities for your channel partners. We’ll help identify both, exploiting the opportunities and tackling the challenges head-on, ultimately ensuring that your company and its channel partners are ready for success today and poised for growth tomorrow!
- Building the channel
- Recruiting for the channel and
- Enabling the channel