Kellie Auman

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Seven Steps To A Successful Sales And Marketing Strategy In 2018

Posted by Kellie Auman on Dec 12, 2017 11:10:00 AM

This year, in our blog posts, we have taken a look at the past and the future of marketing as it relates to indirect-sales focused organizations.  The short version is outbound 'push' marketing is diminishing, while inbound and visually-based outreach is on the rise.  As we discussed in those blogs, there are simply too many demographic trends and shifts in buyer behavior to ignore, and companies surveyed about their future sales and marketing choices are fairly united in seeing this shift taking place.

In this post, we're going to get a bit more practical.  If you're responsible for managing sales partners or developing marketing initiatives for your indirect-sales program, we have compiled seven key steps to follow in order to improve partner engagement and sales effectiveness in the channel. Let's get started!

Topics: Optimize Your Channel, Inbound Marketing, channel stack

Tailoring Your Pitch To Help Buyers Justify Technology Purchases

Posted by Kellie Auman on Dec 7, 2017 11:50:00 AM

It's true, and often said, that in any area of sales one should always tailor their sales tactics to suit the buyer – but that’s easier said than done. It can get extremely difficult when pitching more expensive solutions such as those based in technology, to companies where multiple people are probably involved in the purchasing process. Sure, a good salesperson can get the person on the phone onboard with the purchase – but what about that buyer’s boss? Or their CFO? Or anyone else who also has to agree to buy?

We’ve partnered with SiriusDecisions in the past and keep an eye on their blog, so we were thrilled when we came across this article all about successfully justifying technology purchases. Turned around a bit, it can also be an excellent guide to your ecosystem’s sales staff on how to help their point-of-contact make the sale happen!

Topics: Build Your Channel, Increase Channel Sales, prm technology, increase partner sales

Buyers Want Multiple Lines Of Communication - Are Your Partners Keeping Up?

Posted by Kellie Auman on Dec 5, 2017 9:25:00 AM

It seems like every time people think they have inbound marketing figured out, the environment shifts and it’s time to rethink strategies again. In past years, the conversion path for web visitors was pretty straightforward. It looked something like this:

  • The lead goes to a website.
  • Whether directly, or by clicking around, they end up on a landing page with an offer.
  • They fill out the form for that offer, providing their email and other information.
  • A salesperson emails them back to continue the sales conversion process.

Simple and easy, right? The problem is, buyers increasingly want more options in how they communicate with the brands and sellers they’re working with.

Topics: Partner Collaboration, communication, Buyer Trends, customer service

On Tap For Next Week:  eBroadcast & Online Seminar

Posted by Kellie Auman on Nov 30, 2017 9:30:00 AM

With all the exciting things going on this holiday season, we have a couple of events on tap for next week that we want you to pencil in.  The first, an educational eBroadcast hosted by Frost & Sullivan.  The second, an online seminar that we are hosting along side our partner, MarketSource.  Both events take place on Wednesdy, December 6th and we hope to you can participate!  Read below to get more details.

Topics: Channel Marketing Strategy, channel strategies, b2b, webinar

Stay On-Course With A North Star Metric

Posted by Kellie Auman on Nov 28, 2017 10:00:00 AM

We love to keep an eye on blogs from the industry, and particularly those coming out of our partner companies. (It’s a great way to get new ideas!) We were super-excited when we saw this post from Sisense about North Star metrics. We love the concept and, if implemented well, could make it easier than ever to help keep both yourself and your partners on a track to success.

The problem with KPIs, of course, is that they can be difficult to communicate – particularly across a large ecosystem. A North Star metric could potentially get around this problem, if you can properly isolate it.

Topics: Partner Collaboration, kpi, Measuring what matters

Larger Brands Are Blending Retail & Online-Only - Should You?

Posted by Kellie Auman on Nov 21, 2017 9:45:00 AM

If one word could characterize what’s happened to retail over the last couple decades, it's disruption. The age-old practice of selling goods out of physical retail stores has been challenged by the rise of “eTail”, online-only buying experiences.

Many talk about eTail “killing off” retail, but that’s not really the reality. eTail only makes up a small fraction of overall sales – around 10% – but what’s worrisome is its growth, and the effect it’s having on individual retailers. eTail is growing far more quickly than retail, and a large part of that growth is explicitly at the expense of retail.

Topics: PRM Best Practice, Channel Marketing Strategy

Time Is Money: How Encouraging Digital Sales Closes More Deals

Posted by Kellie Auman on Nov 16, 2017 1:05:00 PM

In our last blog, we talked about some of the reasons that seemingly-promising leads turn into lost sales. There was one other item we wanted to talk about, but it seemed like it would be better discussed as a blog on its own: time.

Time is money, and many businesses are now looking to make purchasing decisions on an accelerated timetable. Each passing day increases the chances of something changing on the buyer’s side which sours them on the deal, such as the instances we talked about in our previous blog.

Topics: Sales Productivity, Partner Collaboration, digital marketing, Buyer Trends

Keeping Leads On The Hook: How To Prevent Lost Sales

Posted by Kellie Auman on Nov 14, 2017 10:25:00 AM

When you’re tracking your sales partners’ performance, one of the most critical KPIs you can follow is the lead-conversion ratio. How many leads are actually turning into hard sales? That number is usually lower than a company would like -sometimes much lower- yet it can be hard to pin down why.

In our experience, all too often it’s not really the “fault” of the sales team. There are a lot of factors and ‘moving parts’ happening on the buyer’s side, which can interfere with or even totally derail a sale. Yet, by understanding what’s happening on the buyer’s end, it at least opens up the possibility of preserving some of those leads.

Topics: Channel Marketing Strategy, Marketing Materials, PRM solutions, kpi

Join Us For An Exciting eBroadcast!

Posted by Kellie Auman on Nov 9, 2017 11:00:00 AM

Account-based marketing, white papers, and events, oh my! With the seemingly unending plethora of initiatives B2B marketers can choose from, finalizing your 2018 strategy will take both research and creativity. If your brain is already in overdrive, fear not, we've done the groundwork for you! We searched high and low and gathered the 10 must have tactics for you to leverage in 2018 to propel your marketing organization towards success.

Join our VP of Sales & Marketing, Seth Jacobsen, and other leading marketers for an educational eBroadcast hosted by Frost & Sullivan - Top 10 B2B Marketing Must Haves for 2018.

Topics: Channel Marketing Strategy, channel strategies, b2b, webinar

Channel Training and Development:  The Four Cornerstones Of A Successful Framework

Posted by Kellie Auman on Nov 7, 2017 10:05:00 AM

Deploying training to your distribution channel is complicated. As explained before, it requires rigid processes, proven methodologies, and company-wide support. Not to mention a lot of hard work!

Topics: Channel Partner Training, Channel Partner Certification, Measuring what matters

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