The first interview in our series on The Channel’s Biggest Marketing Challenges is with Chris Becwar, Senior Director of Marketing at CCI Global Channel Management. Chris is an expert on channel partner enablement, incentives and performance management, and we discuss these topics in the context of all the disruption driven by cloud migration. Which of your partners will help you succeed, and which will hold you back as the market shifts towards everything as a service? Continue reading
Over the course of the past several weeks, I’ve been co-hosting a podcast with Mitchell Levy at Thought Leader Life, focusing on the challenges and best practices for today’s channel marketers. We brought together channel experts on the front line of sales, marketing and strategy to talk about their insights and experiences.
Verizon finally announced their Software Defined Networking (SDN) roadmap yesterday, and while they may be playing catchup to AT&T on SDN, it’s a shot across the bow for IT vendors as well as their channel marketing teams. In embracing SDN Verizon, like AT&T, has made it clear that they no longer view hardware as strategic, but as a commodity upon which they intend to build value for their customers. Continue reading
Everyone’s talking about Social Selling these days, trying to get their arms around what it means and how it works. While much of the focus now is on tools and techniques, it’s important to recognize that there are different approaches and different styles of social selling, each of which are appropriate for different sales personalities and brands. What kind of Social Sales approach is right for you?
Social Selling is the coordination of Social Reps and Sales Reps to manage the qualification and hand-off of social media prospects in a way that doesn’t undermine your brand experience. Sales Reps convert water flowing over the dam into revenue. Social Reps focus on making sure there’s always a steady supply of water behind the dam.
I had the good fortune this week to spend several days talking shop with a group of high-tech business owners and principals. The event was a summit among the top partners of a large IT manufacturer, looking ahead and developing plans for 2015. My role was to talk about social media tools and techniques that might help these business leaders grow their markets.
Over the past several weeks, I’ve been interviewing channel marketing executives and managers about the challenges they face growing partner revenue. The interviews are the first step in an industry benchmarking survey we’re working on at SocialRep, in an effort to understand challenges and best practices in partner enablement, sales acceleration and performance management.
For businesses that rely on partners to promote and sell their products, marketing is rapidly becoming a critical strategic risk. The more technology migrates to the cloud, the more it disrupts old partner business models. Reliable partners who generated sales yesterday may not be the partners driving sales tomorrow, putting millions of dollars in channel revenue at risk.
If you’ve ever managed a big project you know many little things can go wrong on the way to that moment of truth when you hope, ultimately, everything goes right. If you’ve managed a lot of big projects, you know how painful it can be when that ultimate moment of truth blows up in your face. In business, big projects are a part of daily life. We make products, we launch campaigns, we engineer production processes. Big money is at stake, as well as careers and companies. So how do you avoid falling flat on your face?
There’s been a stream of negative posts about social media in B2B circles lately—a marketer’s lament that social isn’t all it’s cracked up to be. It sucks your time. It doesn’t deliver results. Everyone is so fake. In fact, social media is anti-social, replacing real friendships with artificial ones. Let’s all cancel our Facebook accounts and stop this life-sucking abomination, as if the loom might be broken.