Is your channel message consistent?

What Google's new changes to Gmail mean for email marketingA few weeks ago I was at a software vendor’s conference where they were spruiking the benefits of being a partner. The whole pitch was around being a services-lead business: how your business acumen and technical know-how will give the end customer the confidence to let you guide them on their IT journey, during which you can deliver best-in-class products as part of a total solution. There was lots of talk about consultancy selling and managed services.

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10 reasons why resellers aren’t your sales team

10 reasons why resellers aren’t your sales teamBy Kit Craig, Channel Consulting Director

In her excellent e-book “Channel Strategy & Marketing . . . for the Rest of Us” Jacqueline Franklin makes the observation, “A thriving channel is a business imperative for any company that wants to scale. In fact, I’m hard-pressed to name one billion dollar company that doesn’t use indirect channels.

“Many companies in the B2B technology market … with a formidable direct sales force (Oracle, EMC, etc.) … [concede] that they needed additional logistical and services capacity, especially if they wanted to reach the mid-market. Indirect channels, in other words, are critical to growth and are here to stay.”

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Are resellers customers of vendors?

By Kit Craig, Channel Consulting Director

Finding questions you can answer with a “definite maybe” is one of my great joys in life. However, whether vendors should treat resellers as customers is definitely not one of these questions. There’s no “maybe” about it; resellers are not vendor customers, definitely.

At the top level my view is simple: customers buy products or services for their own use; resellers on-sell products or services to someone else, usually with some added value.

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