IT channel sales and marketing strategy for the digital era
Editor's note
We've entered into a new era where IT channel firms must have a strong, and digital, sales and marketing strategy in place if they hope to grow, if not survive, in the industry. Customers, increasingly Web-savvy, prefer to conduct their own research to find partners, putting greater importance on the image and message you convey about your company through your website, collateral and social media platforms. For channel executives coming from mostly technical backgrounds, crafting a sales and marketing strategy can seem like a daunting responsibility -- but, if there's one thing we're trying hammer in throughout this guide, you can't afford to avoid it.
With the importance of sales and marketing in mind, we've organized a comprehensive series of articles to modernize your approach. You'll find an overview of the steps you'll need to take to develop a solid sales and marketing strategy for your company, as well as the tools and techniques for generating leads. And importantly, throughout the series, you'll find a multitude of valuable tips to help you execute your plan.
1Cutting through the noise
Where do you start? How do you pay for it? What different marketing routes could you take? In this section, you'll get the bulk of what you need to know about sales and marketing in the digital era. These pieces provide a high-level perspective of the sales and marketing battleground for partners, as well as detailed reports on how to stand out.
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Article
Digital marketing methods at your disposal
What does customer engagement mean in today's world? These digital marketing techniques are essential for any channel firm, whether you're a newbie or marketing pro. Read Now
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Article
The makings of a well-honed marketing plan
Answering these three questions will better define your marketing roadmap. Read Now
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Article
How to tap into MDF dollars
If your marketing budget is tight, look no further than your vendors. Market development funds can help pay for a portion of your initiatives. Read Now
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Article
Lead generation demystified
Marketing expert Jennifer Anaya highlights seven budget-friendly resources you can use to develop a solid lead-generation strategy. Read Now
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Article
The intangible benefits of thought leadership
Channel partners are using their own subject-matter expertise to create content for blogs and journals. Doing so can help generate leads and build industry authority. Read Now
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Article
How to revamp your marketing collateral
Good marketing collateral comes down to the details. Learn why each element of your collateral contributes to a customer's perception of your company. Read Now
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Blog
Joseph Jaffe: 'Take care of marketing basics'
Consultant Joseph Jaffe shared tenets of his marketing philosophy at the 2016 Cisco Marketing Velocity event. Read Now
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Blog
Five indispensable tactics for MSPs
MSPWorld 2016 speaker Scott Lindars outlined five ways MSPs can upgrade their marketing efforts on the Web. Read Now
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Article
Time to hire a marketing specialist?
Despite best intentions, MSPs often lack the time and resources needed to execute marketing plans, leading some to engage outside help. Read Now
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Article
The art of customer enchantment
According to speakers at 2015's Cisco Marketing Velocity event, the core drivers for enchanting prospects are 'connect, engage and amaze.' Read Now
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Article
Be bold with business storytelling
The 2015 Cisco Marketing Velocity urged partners to incorporate business storytelling techniques into their marketing efforts. Read Now
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Blog
Selling cloud into the SMB space
IDC reported cloud computing for SMBs has reached majority-adoption status. Tapping into the market, however, requires a distinct marketing plan. Read Now
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Article
Is launching a channel a good idea?
If you're struggling to get your sales and marketing organization off the ground, you may consider launching a partner channel. But industry watchers doubt it's the best strategy. Read Now
2Know thyself: Tips for establishing your brand
Your company brand, while an important concept that runs through the pieces featured above, warrants closer inspection. In this section, Jennifer Anaya, vice president of North American marketing at Ingram Micro, zeros in on several aspects of branding (and rebranding) your firm. Read through these tips to learn how to create a concise and compelling branding strategy that best reflects your company identity.
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Article
The rebranding process in four steps
As your company evolves, you'll have to repeatedly update your image and message. Here's how to rediscover and deliver your brand promise. Read Now
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Article
How specialization can punch up your brand
YouTube stars show us a powerful tactic that can benefit all businesses: Try to be great to someone special, not the entire world. Read Now
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Article
Business expansion: Keep a clear-cut message
Companies juggling multiple brands often convey a muddled message to customers. Learn why a branded house approach makes more sense. Read Now
3Organizing your sales staff
If you're selling managed and/or cloud services, it's your responsibility to ensure your sales talent understands the nuances of recurring revenue deals. Read through these pieces for advice on how to set your sales staff up for success.
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Article
Hiring 'farmers' to sell either managed or cloud services
When transitioning your company to a recurring revenue model, you'll need to employ salespeople that offer a particular skill set. Read Now
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Article
MSP sales recruitment: How to find the right talent
Hiring expert Michael Schmidtmann explains what to look out for when screening potential salespeople. Read Now
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Article
Retaining sales staff during a business model transition
How do you align legacy sale staff with managed services offerings? Invest in training, adjust compensation models and make some tough decisions. Read Now