Every single day we speak with Vendors about infrastructure to help them better engage and enable their Channels. Luckily, we’ve never built our own and refuse to take referral fees so, we remain unbiased when working with Vendors to discover what’s best for them. Putting together a robust infrastructure is typically a huge undertaking but it doesn’t have to be. It’s possible to take baby steps or take on some elements and not others.
Channel Maven Blog
We launched a month long clothing drive to support Dress for Success. For those of you who don’t know Dress for Success, they're a non-profit organization that empowers disadvantaged women to enter and re-enter the workforce by enabling them through training and outfitting them with interview attire .
I have to admit I’ve not been the most festive for Halloween since, well college, but with an 18 month old and some new mavens on the team who have the spirit, I’ve changed my tune.
Ever wonder if your Channel Partners are using social media effectively? It's a fair question these days as engagement strategies on social continue to shift. Social is designed to bombard but it can also be a great tool for making business connections and believe it or not, there are right and wrong ways to go about it. Use it effectively and social drives demand and leads. Use it incorrectly and risk being unseen and unheard in a sea of noise.
You know as well as I do – today’s Partners work with multiple Vendors. They're highly focused on their company’s growth (not yours), wear tons of hats and have very little time, especially when it comes to communications they deem unimportant. Understandable, yes. But for Vendors, this can be frustrating considering the time and effort you've invested in increasing Partner engagement and motivating them to sell your solutions.
Today’s Channel Partners are more often than not born in the cloud, driving recurring revenue models, and they don’t typically refer to themselves as your “Partner.” In their minds, they are just one of many technology companies leveraging (your) IT solutions to drive success for their customers. It's all part of the shifting Channel.
As The Channel evolves alongside digital transformation, Partners continue to work through their shifts from one-and-done sales models to recurring revenue while working with multiple Vendors. Staying top-of-mind with Channel Partners has always been a challenge for Vendors and as The Channel shifts, the challenge becomes greater and more complicated.
Every day on social media, in the news, and at the “water cooler” we hear about the gender gap, a critical need for more women in STEM, and how difficult it is for women to gain traction in a “man’s world,” especially in the tech sector. Through public speaking, participating in and supporting organizations like Cloud Girls, CompTIA’s AWIT (Advancing Women in Tech) and others, we're working to make a difference.
What feels like a l-o-o-o-o-o-o-ng time ago, Channel Partner recruitment was (so much) easier. Vendors had their pick from a long list of Partners waiting, hoping, and striving to be an extension of their sales team. Not anymore. Today’s Partners are diversifying their services, creating their own solutions, selling outcomes, and working with multiple Vendors all-day - everyday.
Today’s Partners finally realize the impact content marketing has on driving demand to generate leads. However, working with anywhere from 5-25 Vendors day-to-day, makes it very challenging to turn their focus away from their customer’s needs. Between stretched resources and competing priorities, the work involved for Partners to curate or create relevant and engaging content, ends up taking a back seat or falling by the wayside all together.