Channel Maven Blog

Heather K. Margolis

Recent Posts

Mapping your Buyer’s Journey Through Every Element of your Business

A lot of times when we talk about the buyer’s journey we think of it as a marketing responsibility. Marketing does X, sales picks up the prospect at “this point” then it’s a totally different conversation. That, unfortunately, is only part of the equation. When taking a holistic view of the buyer’s journey it actually incorporates many different elements along the sales and marketing spectrum.

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How Sales and Marketing Integration can help Win a B2B Growth Strategy

Everyone loves a good view of ‘Glen Gary, Glen Ross’ if only to launch at how ridiculous their sales strategy sounds today. As our buyers become more savvy, our sales and marketing landscape continues to quickly evolve.  Strategy and tactics are becoming more personalized, global, and complicated.

Back in the “old days,” sales pounded the proverbial pavement, drummed up new opportunities, and then set about beating prospects into submission. Of course, with the changing times, buyers no longer wait for a salesperson to arrive, and they certainly don’t stand for being talked to like an idiot. They’re busy on the internet designing their own Buyer’s Journey by searching for information on solutions and educating themselves.

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Four Strategies to Drive More Demand for Your Executive Blogs

Technology executives are notorious for having endless to-do lists and limited time to focus on tasks that aren’t actively building the business. The same can be said for senior developers, product managers, and other internal subject matter experts who lack time for marketing initiatives such as blogging.

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Better Engage Prospects with Social Media Posts

If you’re an executive at a technology company, there is no disputing that a robust social media  presence can and does drive demand and increase sales. In fact, 66% of marketers report  measurable lead generation benefits from spending as few as six hours per week on social media. (Quick math: that’s less than an hour a day!) Another 61% say posting on social media improves their organic search rankings, both of which are critical to gaining the attention of online buyers.
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Channel Program Development: There is No Secret Sauce

When it comes to Channel Program development it would be great if there was a recipe for success, or a field of dreams (if you build it, they will come) scenario to rely on, but unfortunately there really is no one-size-fits-all, secret sauce. After working with a multitude of Vendors on Program development, it’s clear; the Vendor organizations that take the time to look critically at their Partner set, personify their ideal Partners, assess and segment Partners by needs, and come up with programs that serve their uniquely different types of Partners realize the best gains.
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Four Dos and Don’ts of Channel Partner Recruitment

Channel Partner recruitment is fairly simple if your goal is to sign up as many random Partners as you can in hopes a portion of them sell your solutions. Sure, you give them onboarding support, assign a Partner-facing team member, provide assets and probably a portal, but are those enough to move the needle on the 80/20 conversation?

Based on challenges we hear from Vendors, it’s not. Depending upon your list size, let’s say recruitment endeavors net 2000 new Partners but only 10% (200) actually do something the first year but wait – it gets worse. Two years later only 20 of those 200 are still actively selling.

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Channel Trends and Predictions 2018

Regardless of your political or religious affiliations, 2017 has been an exhausting year. Whether your team won or lost, I think we can all acknowledge we’re fine seeing 2017 come to a close and hope that 2018 brings collaboration, cohesiveness, and maybe even a little calm? #1 in Chip Cutter’s 50 Big Ideas for 2018 is taking a digital detox and I, for one, am in! Along with the next health craze, the unforgettable public social blunders by a celebrity, and the next fidgeter’s best friend, here are our predictions for the Channel in 2018.

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Channel News From Channel Maven Consulting

2018 is right around the corner and we recently sent out our final newsletter of the year! I wanted to take this time to reach out and thank each and every one of you for the engaging conversations, great feedback and continued support. It’s been a crazy year with organization consolidations, new business challenges, and what feels like a shift in Channel Programs and resources, to align with the shift to the cloud we’ve been feeling (or at least talking about) for over a decade.

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Build Trust with your Channel in a Super Sketchy World

There is a lot of talk of security and dishonesty and saying one thing but doing another. I’m not just talking about The Channel, I’m talking about everywhere and it’s made me more skeptical. My husband, who sends me links to articles and videos on an almost daily basis, is now usually met with my “did you send this?” And I can’t remember the last time I took anything seen on TV seriously, which unfortunately now includes football. #StillGoPats

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Optimize Partner Programs for Today’s Channel

In a world where attention is a commodity and Partners are pulled simultaneously in numerous directions, Partner Program Optimization (PPO) is key. We know… easier said than done, especially when existing programs have been in place for years and assessing and repositioning the value proposition can’t happen overnight.

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