Although the majority of channel partners disappoint brands they represent by taking a pass on many of the marketing support programs offered to them, participation in social media amplification appears to be on the rise.
There’s no denying that protecting brand integrity is vital to optimizing market positioning and differentiation. But for companies that rely heavily on channel partners to market and sell their products and services, it might be a good idea to loosen the reins on their co-branding guidelines.
As companies strive to drive more revenue through channel organizations, corporate demand gen teams may find their to-do lists are growing. During ChannelWeek, a brand new webcast series hosted by Demand Gen Report and our sister publication, Channel Marketer Report, Harbinder Khera, Founder and CEO of Mindmatrix, will discuss how corporate marketers can lighten their load and still implement highly effective channel marketing programs.
The news that Dell EMC’s indirect business will account for more than 60% of its overall revenue by 2020 is not surprising. Already two-thirds of all IT products and services are sold through channels. And it’s estimated that as much as 75% of all global trade is generated through the channel.
While the communication gap between direct sales and marketing organizations appears to be closing, partner programs have yet to win much support from many CMOs.
That could be a problem for many of the large and small businesses that are counting on partner organizations to drive more of their revenue. Start-up firms, in particular, are opting to drive revenue through partner channels instead of building out their own sales teams.
TreeHouse Interactive, a provider of partner relationship management technology, unveiled Reseller View Mobile, a customizable, full-featured solution that is optimized for mobile devices. The announcement was made at Microsoft Dynamics Convergence 2013 in New Orleans.
Reseller View Mobile extends enterprise-class partner portals so that channel partners now have access to the tools needed to more effectively sell products, provide service, and support their customers from any location, according to company officials. The solution is compatible with most mobile browsers, is immediately available and does not require users to update their mobile devices.