We’re seeing a revolution taking place in the way best-in-class organizations sell solutions and work with their VARs and Solution Providers to drive scale and ROI. Companies are re-thinking the allocation of marketing resources and how to utilize marketing infrastructure to effectively scale how they go to market, particularly for the small and mid-market.
The goal is a pro-active, cooperative engagement that helps Solution Providers drive compelling marketing campaigns. The Solution Providers get significant value in this equation: Sophisticated marketing departments brought to bear to drive awareness and leads to their front door. The vendor benefits by making the Solution Provider more successful, and at the same time gains share of wallet over other vendors who are’nt pro-actively co-marketing with the Solution Provider.
HP’s efforts in this arena described by Michael Vizard of Channel Insider are a great example. In the work we’ve been doing with Cisco, we’ve seen significant increases in the number of qualified leads driven to the VARs and Solution Providers, reduced marketing costs, and increased share of wallet. They reported a 60% year-over-year improvement in their Small Business results after adopting the new vision and approach. I think this approach has three fundamental principles:
More to come.
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