Refine Your Partner Recruiting With A Go-To-Market Strategy

Posted by Seth Jacobsen on Mar 9, 2017 10:40:00 AM

GTM strategy documents are starting to become fairly commonplace throughout sales-oriented businesses, particularly those who deal directly to specific target niches in B2C or B2B markets and want to ensure an audience focus.  They might not immediately seem to have relevance to indirect sales ecosystems – since many of the elements covered by a GTM document would be handled by partners – but they can be put to use specifically for targeting your own partners.

After all, as a vendor, you are effectively selling yourself to your partners.  And as we’ve discussed in the past, smart alignment between your own business goals and those of your partners is key to building effective long-term partnerships.  A partner-focused GTM strategy can bring many of the same benefits to partner recruitment and retention that they bring to a direct sales strategy.

In particular, with increased competition in the indirect-sales market, a good GTM strategy can help you differentiate yourself in markets where partners may be choosing between many vendors.

Topics: channel partners, marketing, sales partners, gtm strategy

Successful Account Based Marketing In Channel Sales Systems

Posted by Seth Jacobsen on Jan 10, 2017 4:35:00 PM

One of the most talked about trends in marketing today is Account Based Marketing, or ABM.  ABM represents a targeted outbound approach that can be segmented by large national accounts, industry, or even product category. It also serves as a nice complement to inbound marketing efforts which can cast a larger net, but may take months (or more) to pay off. 

However, there are aspects of ABM that can make it tricky to execute within indirect sales systems.  ABM requires a lot of focus and coordination between departments, which can be difficult within a channel ecosystem.  Today, that’s what we want to look at:  Ways to make ABM easier to achieve within channel sales.

First, a quick definition for those who haven’t encountered ABM before.

Topics: marketing, channel sales, account based marketing, scaling your sales channel

Creating Solutions Based Content for Manufacturing Marketing

Posted by Todd Hockenberry on Apr 21, 2016 10:40:00 AM

Last October I wrote about the 5 statistics and 5 steps that I thought were necessary to understand and implement for a successful 2016. As we head into the second quarter of 2016 it seemed like a good time to touch base and review.

In case you’ve forgotten, Step 1 is: Create Solutions Based Content

What does this mean?

Solutions based content come in all forms, but some of the most common examples can be found as:

  1. Application stories
  2. Case studies
  3. White papers
  4. Blog posts
  5. Industry articles
  6. YouTube videos

Topics: best practices, marketing, manufacturing

Focus on Vision Over Goals to Grow Revenue in 2016

Posted by Todd Hockenberry on Feb 25, 2016 8:15:00 AM


*This blog article is authored by Todd Hockenberry of Top Line Results, a strategic partner of LogicBay*

One of my favorite blogs is The Art of Manliness and a recent post really hit me as a key to B2B companies ability to grow revenue in 2016.

The post Vision Over Goals is written from a perspective of personal goals and vision but I think it equally applies to B2B and manufacturing businesses in terms of their marketing.

An example first, one of our long time customers, Bell Performance, created a vision to educate consumers and businesses about fuel quality and fuel additives. Their world is often characterized by snake-oil salesman and products (that is the term of art for many fuel additives) and being people of strong beliefs they decided to consciously create a marketing philosophy around the idea of creating great content that was educational and helped consumers and business know what was real and what was, well, snake oil.  Their vision is to help first, to add value, to be different.

Topics: best practices, lead management, Partner Collaboration, Performance, marketing, revenue

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. 

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: 

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

Get Found Online and Empower Your Channel to Grow Sales in 2016

Posted by Todd Hockenberry on Dec 14, 2015 2:30:00 PM


Companies with a large distributed sales channel (reps or distributors) often come to us struggling with how to grow sales and manage the channel effectively.  Under performance is often caused by a disconnect between the manufacturer or service provider and the realities of the buying environment.  In an age of information parity (buyers often have as much information available to them as the salesperson) successful companies drive interest and engagement in ways that match this change in buyer behavior.

There are two particular stats that help to illustrate this point:

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 PRM/CRM Balance – How to Handle Lead Management

Posted by Seth Jacobsen on Dec 10, 2015 11:00:00 AM

Any business that sells through an indirect sales channel has likely encountered the challenge of lead registration and management. If your emerging growth company is bringing on its first few channel partners you recognize the need to have some type of process in place to share leads. If you are looking to scale an already successful indirect channel you probably realize the complexity of maintaining control and insight into your pipeline. Regardless of how advanced your relationships are with your with channel partners, you understand this is a critical success factor. Our experience has shown us that some common challenges exist as it relates to lead management in the sales channel:

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

Wrapping up 2014: Best Practices for Ramping Up New Channel Partners

Posted by Seth Jacobsen on Dec 31, 2014 11:11:00 AM

We have written previous blog articles related to the importance of planning when building a successful channel partner program. Most of this work takes place as you determine what your ideal partner looks like and evaluate opportunities for new channel partners. Once those partners officially come on board, owever, you have a whole new set of challenges: How do you get them up to speed quickly on your products and processes to start making sales and earning revenue now?

Topics: prm, Scale Your Channel, partner relationship management, best practices, PRM Best Practice, lead management, Partner Collaboration, PRM in the cloud, channel management, emerging growth companies, emerging growth sales, Increase Channel Sales, Performance, marketing

4 Benefits of Channel Partner Collaboration

Posted by Seth Jacobsen on Dec 23, 2014 2:11:00 PM

Mindshare, engagement and collaboration are terms that have been a focus of our attention on this blog in the last yaer.  All of these aspects are critical to the success of your channel partner strategy.  Mindshare was just covered in our post last week.  Let’s focus on collaboration.

You recognize that a channel partner strategy is the best approach for increasing your company’s sales and you have already formed a network of strong partner relationships.  The right channel partners have the market knowledge, distribution channels, sales expertise and customer relationships to successfully sell your products and/or services.  Managing these relationships is a very complex and time consuming task and significantly impacts profitability. Finding ways to improve collaboration is clearly a factor of success.

Topics: prm, Scale Your Channel, channel partner collaboration, partner relationship management, lead management, Partner Collaboration, channel management, Understanding PRM, channel partner engagement, marketing

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