2016 Trends in Channel Marketing

Posted by Seth Jacobsen on Feb 11, 2016 2:35:00 PM

In a business environment that is increasingly online and globally-focused, proper channel marketing is more important than ever for a growing business that wants to keep growing.

In 2016, and beyond, channel marketing is increasingly becoming channel management. Brands are increasingly looking for ways to strengthen their relationships with existing channel parnters, providing more mutually-beneficial programs and strategies, which can also be leveraged as sales points when bringing new channel partners onboard.

So, what can we expect from channel marketing management in 2016?

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Lost Revenue: The Sales Channel Lead Management Malfunction

Posted by Seth Jacobsen on Feb 9, 2016 11:00:00 AM

With the ubiquity of the Internet and changes in buying behavior, customer inquiry and learning about products and services increasingly starts at a manufacturer's website. Therefore, the manufacturer is now the organization that often receives sales leads, rather than a dealer or channel partner.

Because of this scenario, any company that sells through sales partners needs to develop systems to integrate and reconcile inbound and outbound marketing leads and adapt them to these partner relationships.

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The Right Software to Enable Your Channel Consulting Plan

Posted by Seth Jacobsen on Feb 4, 2016 8:30:00 AM

With so many businesses facing a fast-changing and uncertain business environment, many are turning to consultants to help them grow their operations. 

As a management consultant, you develop comprehensive strategies to increase your client's business revenue and strength in the marketplace. This becomes especially important - and complex - as it relates to your client's indirect sales channel. Developing the plan is the first step, implementing it can create another set of challenges.

You're going to need every tool at your disposal to implement the plan you develop for them, and Partner Relationship Management (PRM) software does exactly that.

PRM is more than just updated CRM software. It's a platform designed from the ground up to meet the needs of consultants and growing businesses, matching old-fashioned business networking with the newest software-based management and analysis systems. Partner Relationship Management software takes channel marketing, sales, and training to the next level, providing the tools needed to grow thriving partnerships between your clients and their own channels.

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Topics: Scale Your Channel, PRM v. CRM, channel consulting

The Industrial Marketing World Is About to Get Ugly - That's Good News

Posted by Ed Marsh on Jan 29, 2016 9:00:00 AM

What happens when trends are mutually reinforcing?

Three items this month all seemed to line up around the challenges and opportunity for industrial manufacturers.

Economic Environment

First, (and quickly) from the finance world.  John Mauldin recently featured Lacy Hunt in his Outside the Box article. (follow @JohnFMauldin) Industrial production has stalled and utilization is falling. That's aggravated by the fact that monetary policy has provided implicit insurance against risk in financial assets without corresponding insurance for investment in capital equipment and manufacturing. The misallocation of resources that's developed over the last several years likely can't be quickly or painlessly corrected - especially as the yield curve flattens and the dollar strengthens.


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Topics: Channel Software, emerging growth sales, Increase Channel Sales, digital marketing, international expansion, global distribution

What Does Football and Sales Management Have in Common?

Posted by John Panaccione on Jan 27, 2016 8:30:00 AM

As many can relate, I have watched a few football games in my lifetime, perhaps more than just a few. Today, I noticed a correlation in what I saw on the field and the challenges we face in the sales channel (bear with me here).

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Topics: Optimize Your Channel, Sales Productivity, channel partner management

A Beginner’s Guide to Partner Management

Posted by Seth Jacobsen on Jan 20, 2016 7:30:00 AM

Competition has never been stiffer than in today’s modern business environment. Globalization has meant that many businesses find themselves struggling to keep customers while competitors half a world away try to win them over. One way every company can stand a better chance is by making sure they have the right tools in place to be successful. More and more often, the solution lies in software. If supporting an indirect sales channel is part of your strategy for growth, consider Partner Relationship Management (PRM) technology as one of your tools for success.

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Topics: Build Your Channel

5 Pillars of Partner Management

Posted by Seth Jacobsen on Jan 12, 2016 4:00:00 PM

If you’ve decided to finally make partner management a focused area of continuous improvement for your sales strategy, you probably have found yourself at the whiteboard mapping out where to start. Without a doubt, it is a complex undertaking so we have taken our experiences related to Partner Relationship Management (PRM) and compiled a list of 5 pillars of successful channel strategies that ought to be taken into consideration.

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Industry Trends for Indirect Sales Channel Management

Posted by Seth Jacobsen on Jan 7, 2016 1:30:00 PM

The name of the game in indirect sales channel management is “integration.” Channel managers for manufacturers and OEMs are always looking for ways to integrate their numerous tasks of managing their indirect sales channel partners into one system. Marketing products and services through a network of indirect sales partners (dealers, resellers, VARs) is most effective when a company fully engages its channel partners with its products and way of doing business. When channel partners are engaged, it means they are supported by the manufacturer whose products they sell, and understand those products and best practices for selling them. 

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Topics: Build Your Channel, prm systems, marketing, systems integration

A 2016 Inbound Marketing Strategy Requires the Right Resources

Posted by Todd Hockenberry on Dec 22, 2015 4:05:00 PM

A key part of any strategy is understanding your resources and planning so that your people, tools, and processes are equipped and aligned. When all of the resources at your disposal work together they allow you to achieve specific goals, like your 2016 Marketing Goals

When we look at some of the things we know, it helps us to better understand the shape of our strategy and, in turn, this allows us to align our resources. Some interesting takeways include: 

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Topics: prm, Scale Your Channel, partner relationship management, best practices, lead management, Partner Collaboration, PRM v. CRM, emerging growth companies, Performance, marketing, communication, crm

The BIG Risks of Delegating Small Digital Marketing Tasks

Posted by Ed Marsh on Dec 18, 2015 11:10:00 AM

Imagine you got a call one day.  An invitation to address a plenary session of a trade associations largest annual gathering.  "You are so well respected in this industry, and have so many years of unique and valuable expertise, we would love for you to join us to share your insights."

Pretty exciting right?  You've earned it.  And the first thing you'll do when you hang up the phone is call one of the junior folks in your office and hand it to them.  Tell them to pick the topic, plan the key points and drop it into PowerPoint.  Right?  After all the key thing here is the presentation technology.  That's what will make or break this potentially significant speech and put your company on the national map.

What?  You'd want to pick the topic yourself?  First you'd research who would be in the audience?  Then you'd want to think about it for several days and make some notes?  Later you'd select a topic that you knew would resonate with attendees?  Oh, and then you'd call a couple folks to confirm your ideas before you start to work on an outline over several days or weeks? And only then draft your remarks?  Later edit them to capture the points that you know from your audience research will make your presentation really impactful or attendees?  And only then had it off to someone to prepare the PowerPoint.

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Topics: Channel Software, emerging growth sales, Increase Channel Sales, digital marketing, international expansion, global distribution


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