Channel Chat: Ingram Micro execs talk VAR marketing and channel marketing program

By Elaine J. Hom and Rivka Gewirtz Little

Many VARs focus on creating a good business portfolio, but neglect to place enough focus on VAR marketing or take advantage of existing channel marketing programs available through vendors or distributors. What good is having a great portfolio if no one knows you exist to buy your products or services? Can a joint marketing campaign be a viable way to drum up extra business?

In this week's edition of Channel Chat, we sat down with two Ingram Micro marketing channel execs, Kirk Robinson, VP of channel marketing for Ingram Micro America, and Dennis Crupi, senior group manager for creative services for Ingram Micro U.S., to answer these questions and discuss Ingram Micro's channel marketing program. They discuss the biggest challenges and opportunities in VAR marketing, how to use social media for VAR marketing, how Ingram Micro's channel marketing program aids partners with their channel marketing strategies, and where VAR marketing dollars should be spent.

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This was first published in May 2009

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