Do you push or pull partners?
No doubt the economy is more forgiving than it was a year or two ago and most Strategic Service Providers are having more sales success.
But suppliers that are strategically looking for their SSP channel partners to bring on net new customers must decide if they are pushing hard enough as well as pulling the SSPs with incentives that are effective.
Understanding the Scale of the Partner's Journey Versus the Buyer's Journey
Influencing a decision has always been the goal of strategic marketing. More importantly, the fundamentals of marketing are based on the fact that doing so requires multiple touchpoints at different steps in the decision-making process.
At its most basic form, brand advertising is the first step in the process. Its goal is to raise the awareness of the company to the point where in the future the decision-maker will recognize the brand and be at least open to considering it when it’s time to buy.
A Central Role in the Technology Market
The Global Technology Distribution Council (GTDC) is the source for industry insight and trends, backed by actual sales-out data of its members – representing more than $130 billion in wholesale distributor product and service sales worldwide. We help our members and vendors strengthen their partnerships and address industry-wide issues and opportunities. GTDC conferences and education programs bring together the leaders of distribution, the vendor community, channel analysts and database experts.
Thinking Through Your Channel Relationships
Depending on where you, as a vendor, are on the totem pole of significance, should determine how you evaluate the importance of solution provider relationships.
Where is MDF headed?
We all know the world is changing and technology is the catalyst. Every business is a technical business. Every device we interface with is either networked or will be in the future.
Prepare for the Rise of Application-Centric IT
As we close out 2016 and look to the coming year, we see a cloud industry on the cusp of delivering what has long been a holy grail for enterprise customers: truly application-centric IT.
Developers who write applications for large companies don't care about what's under the hood. What matters to them is swift and successful delivery of the application. They want to build collaboratively, deploy rapidly, manage seamlessly, and retract harmlessly. What they could live without is standing up infrastructure, whether physical or virtual.
Where Should Solution Providers Place Their Unified Communications Bets?
With legacy industry veterans like Polycom being acquired by Siris Capital Group, while Avaya and ShoreTel hire financial advisors to explore new ways of finding new revenue streams -- which could include selling the company or specific assets – channel partners are left in the middle wondering what their next move should be.
Technology And The Election: How Do Solution Providers Stand To Gain?
The adjective most used to describe this year's presidential election campaign is "unusual." Amid the unprecedented level of mudslinging between the Donald Trump and Hillary Clinton camps, policy positions – even on major issues - have been relegated to the back seat.
But where do Trump and Clinton stand on information technology, and how would their stances impact solution providers should either become the 45th president?
For Security Solution Providers, A Crisis-Borne Opportunity
While a rapid rise in cybercrime is bad, it can be good for business if you’re a solution provider, a recent study found. Where can solution providers step in to help?
Channel Partners Hunt For Their IoT Starting Points
For years, the channel dismissed the Internet of Things as mere hype. But now, solution providers are actually finding opportunities in IoT. Yet they haven't come without challenges. To move ahead with IoT, solution providers and vendors need to work closer together to discuss the role partners can play that can lead them to more profit.