partner engagement

The map is a comprehensive resource that visually categorizes industry vendors by product specialty, providing a quick glimpse into the vast marketplace. With over 700 logos from 600 vendors, the map highlights the cybersecurity category as the largest and most complex. The purpose of the map is to help MSPs identify potential solutions for their problems and discover new options they may not have considered before. As we head into 2024, this map serves as a visual guide for MSPs to assess their current technology stack and identify any gaps or opportunities for improvement.

Website: https://channelprogram.com/technologymap

Some of the key features of the 2023 Channel Technology Map include: 

• Comprehensive Vendor Categorization: The map categorizes vendors by product specialty, providing an organized and accessible view of the entire IT channel landscape. 
• Powered by Real Insights from Real MSPs: The map is powered by insights derived from more than 3,000 MSP reviews, offering a high-level but comprehensive overview of the entire IT channel landscape. 
• Vast Scope: If printed in full scale, the map would stretch an impressive 8 feet by 10 feet, underscoring the vast scope of the global IT channel it encompasses. 
• Valuable Resource: It is designed to be an indispensable tool for MSPs and vendors, offering a bird's-eye view of the intricate IT channel landscape. 
• Showcasing Areas of Growth: The map highlights areas of growth and innovation, helping IT professionals stay ahead of the curve in the ever-evolving IT channel landscape. 
• Community-Driven Initiative: The map is an ongoing, community-driven initiative, continuously updated to reflect changes in technology and the IT channel.

=== Show Information

Website: https://www.itbusinesspodcast.com/

Host: Marvin Bee

Uncle Marv’s Amazon Store: https://amzn.to/3EiyKoZ

Become a monthly supporter: https://www.patreon.com/join/itbusinesspodcast?

One-Time Donation: https://www.buymeacoffee.com/unclemarv

=== Music: 

Song: Upbeat & Fun Sports Rock Logo

Author: AlexanderRufire

License Code: 7X9F52DNML - Date: January 1st, 2024

Our guest, Dorian Kominek, realized the pursuit of partnering and partner programs was in need of a foundational framework.

So she has set out to work on changing the minds of partnering organizations to rethink their approach to partner program development.

Guest bio:
From Channel Manager, to Strategic Partnerships Manager, to Head of Partnerships, Dorian has spanned the partnerships arena for some years before deciding to make an interesting contribution to those who have established partner programs, or are planning to establish one.

She’s here with us today to discuss key ideas from her dissertation: Channel Partner Program Development As An Entrepreneurial Pursuit.

Find the dissertation here:
https://partnershiphero.ca/#research?ref=mgx-pd-bzspt

Or check out Dorian's YouTube channel here: https://youtube.com/@InnovationSensation?si=cM0WVttV1UqN-aRf

Chapter markers:

(01:00) Guest intro
(06:20) How to attain organizational alignment for supporting channel partner program development as an entrepreneurial venture
(08:34) Best practices for development of a channel partner program in accordance with entrepreneurial literature
(11:04) Embracing entrepreneurial thinking to foster innovation for partner program development
(13:02) Work discretion, autonomy for the partnership person you hire & trusting them
(13:47) Not enough financial support is one or budgetary support. But also time is a huge one
(14:59) Rewards and reinforcements: If you're hiring an entrepreneurial person, you need to reward them
(16:11) Serving partners as we do customers + aspects of the partner experience (PX)
(18:25) Survey results & the most commonly cited entrepreneurial factors necessary for success
(20:41) Role of partner segmentation in the partner experience
(22:55) Role of empathy in creating a partner program
(24:50) Partner programs, as an entrepreneurial venture, and the value to partners
(26:10) Type of partners to target in the partner program
(27:50) Key resources required to run a successful channel program
(29:35) What impact do you hope this report will leave on organizations with partner programs?
(31:21) 67% of partner professionals say their biggest challenges are internal at their organization

----

This production is brought to you by Magentrix ✨💜
Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management 🤝

If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm See instructions to do so at the end of the episode.

To learn about Magentrix PRM, please visit www.magentrix.com

______

Podcast Credits:
Host: Paul Bird
Executive Producer: Fereshta Nouri
Content & Research: Fereshta Nouri
Graphics & Branding: Fereshta Nouri

Paul appears on an episode hosted by Vince Menzione. They, along with Rob Spee, explore the dynamics of partnerships and ecosystems, channel marketing, and the pivotal role of the chief partner officer. Other subjects include ecosystem attribution, channel alignment, partner marketing strategies, and the rise of AI adoption. 

We discuss this and more on today's episode with our Channel Panel members: 

• Rob Spee of Channel Journeys podcast 
• And Vince Menzione of the Ultimate Guide to Partnering® podcast

This production is brought to you by Magentrix ✨💜
Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management 🤝

If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm See instructions to do so at the end of the episode.

To learn about Magentrix PRM, please visit www.magentrix.com

______

Podcast Credits:
Host: Paul Bird
Executive Producer: Fereshta Nouri
Content & Research: Fereshta Nouri
Graphics & Branding: Fereshta Nouri

Today’s partner ecosystem: fueled by hyperscalers, sold in marketplaces, and delivered through the channel. 

What can we expect of the partner experience in light of this new ecosystem model?

We discuss this and more on today's episode with our Channel Panel members: 

• Rob Spee of Channel Journeys podcast 
• And Vince Menzione of the Ultimate Guide to Partnering® podcast

This production is brought to you by Magentrix ✨💜
Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management 🤝

If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm See instructions to do so at the end of the episode.

To learn about Magentrix PRM, please visit www.magentrix.com

______

Podcast Credits:
Host: Paul Bird
Executive Producer: Fereshta Nouri
Content & Research: Fereshta Nouri
Graphics & Branding: Fereshta Nouri

Growing and managing a channel is not without its pitfalls and harsh realities. These uncomfortable truths, often kept under wraps, can hamper the growth and success of your channel strategies if not confronted head-on.

Some of these uncomfortable truths include:

• The Challenge of Alignment
• The Necessity of Investment
• The Inevitability of Conflict
• The Struggle of Differentiation
• The Demand for Constant Evolution

Today’s guest will share their experiences, insights, and strategies to turn these uncomfortable truths into powerful levers for success. 

About the guest - Barb Huelskamp:

• Has experienced these realities firsthand, survived, and thrived
• Is a powerhouse in the world of global strategy and partner sales.
• is an award-winning Global Channel Executive, recognized by CRN Power 100, and made significant strides in technology, cloud, and software markets – from growing revenues, to orchestrating complex business transformations, and optimizing partner relations
• Most recently, she served as the Senior Vice President of Global Partners & Alliances at Alteryx 

This production is brought to you by Magentrix ✨💜
Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management 🤝

If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm See instructions to do so at the end of the episode.

To learn about Magentrix PRM, please visit www.magentrix.com

______

Podcast Credits:
Host: Paul Bird
Executive Producer: Fereshta Nouri
Content & Research: Fereshta Nouri
Graphics & Branding: Fereshta Nouri

In this episode, we will explore the key benefits and strategies of partner marketing, and provide practical tips and advice on how to optimize your partner marketing efforts.

Partner marketing provides a unique opportunity for businesses to leverage the strengths and resources of their partners to enhance their marketing efforts, reach new audiences, and drive revenue growth. 

Guest bio: Ben Wright of PartnerFuel
Our guest today is one of the most visible members within partnership communities today.  If you’re active within partnership posts on LinkedIn, you may have noticed him regularly commenting and leaving helpful tips.

After working in partnerships roles such as Director of Partnerships and Business Development, Strategic Partnerships, at a Senior Manager & Director Level,  he quickly embraced a specialization within this space.

He set out on his own to help partnership teams overcome their partner marketing challenges at PartnerFuel. 

From:

• Fractional leadership
• to fractional marketing support
• to program design

He can do it all.

For the video version of this episode, see here https://youtu.be/0uuiLbmBSXo

This production is brought to you by Magentrix ✨💜
Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management 🤝

If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm See instructions to do so at the end of the episode.

To learn about Magentrix PRM, please visit www.magentrix.com

______

Podcast Credits:
Host: Paul Bird
Executive Producer: Fereshta Nouri
Content & Research: Fereshta Nouri
Graphics & Branding: Fereshta Nouri

•  The current state and future of partner portals (do we even need them?)
• Partner engagement challenges: How partner management tech is changing to meet partners where they already are (outside the portal) 
• Hear about what other partner tech providers are doing to meet expectations partners have in the current landscape

For a video version of this episode, see here: https://www.youtube.com/watch?v=5FkPi5I5wdI
 
The conversation started on these threads. We’ll be addressing the major points brought up by others from these threads https://www.linkedin.com/posts/adampasch_partnerships-partnerexperience-partnersuccess-activity-7039629574317490176-vIDU and https://www.linkedin.com/posts/aaronhowerton_partnerexperience-prms-activity-7039950524846067713-MrpM

Then we decided to give it a bigger platform to continue the discussion since these have been long-circulating thoughts in the partnerships space.

Hear insights from:

1. Aaron Howerton from Atlassian on why partners don’t want to log into your partner portal and other current challenges partners face with PRMs
2. Rob Rebholz, CEO of Superglue on how to create better partner experiences and drive portal adoption
3. Paul Bird, Head Portal Wizard at Magentrix on:
   • the root causes behind a lack of partner engagement with your portal and what you can do about it
   • What Magentrix is doing to enable you with partner engagement tools both inside AND outside the portal
   • And how Magentrix has pioneered AI-powered PRMs and is leading the way to an AI-powered future in partner management tech

This production is brought to you by Magentrix ✨💜
Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management 🤝

If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm See instructions to do so at the end of the episode.

To learn about Magentrix PRM, please visit www.magentrix.com

______

Podcast Credits:
Host: Paul Bird
Executive Producer: Fereshta Nouri
Content & Research: Fereshta Nouri
Graphics & Branding: Fereshta Nouri

Hyperscaler marketplaces are having a significant impact on channel sales. 

By providing customers with access to cloud-based services, hyperscaler marketplaces have become an increasingly popular way for customers to purchase IT services. This has led to a shift away from traditional channel sales, as customers are now able to purchase what they need directly from the cloud provider. 

As a result, channel partners must focus on providing value-added services and support in order to remain competitive in the market.

Our guest today, Tim Lowe, is the Director of Partner Ecosystem for the South East at the world leader of enterprise open source solutions at Red Hat.

Watch the video version here. 

This production is brought to you by Magentrix ✨💜
Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management 🤝

If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm See instructions to do so at the end of the episode.

To learn about Magentrix PRM, please visit www.magentrix.com

______

Podcast Credits:
Host: Paul Bird
Executive Producer: Fereshta Nouri
Content & Research: Fereshta Nouri
Graphics & Branding: Fereshta Nouri

In today’s episode, we’re bringing on a world-renowned professional who has been a long-standing expert in the partnerships industry, to discuss the most recent trends in partner ecosystems practices, as well as predictions for 2023, and a general forecast of what we should expect in the evolution of the partnerships space with regards to ecosystems.

Today's guest is Jay McBain. Jay is the chief analyst of “channels, partnerships & ecosystem” at Canalys – a market analyst firm with a distinct channel focus.

This production is brought to you by Magentrix ✨💜
Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management 🤝

If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm See instructions to do so at the end of the episode.

To learn about Magentrix PRM, please visit www.magentrix.com

______

Podcast Credits:
Host: Paul Bird
Executive Producer: Fereshta Nouri
Content & Research: Fereshta Nouri
Graphics & Branding: Fereshta Nouri

We’ve brought together three hosts from three different podcasts in the partnerships space to review key insights and trends noticed in the past year from interviews with channel chiefs, partnership leaders and in the overall partner ecosystem landscape.

Rob Spee is a seasoned and experienced channel and alliance executive. He has created and executed channel strategies and programs ranging from start-up mode businesses, all the way to a $350M business. Today he’s SVP of Global Channel & Alliances at BeyondTrust as well as the host of the long-running Channel Journeys podcast – a podcast where you can “hear channel experts share authentic stories of their channel victories, defeats, and lessons learned along the way.”

Vince Menzione is the Founder of Ultimate Partnerships – a consultancy helping partner organizations drive greater results. And the host of another impressively long-running podcast, The Ultimate Guide to Partnering podcast.

Paul Bird is the host of Magentrix PRM's The Ultimate Channel Sales Podcast - where he regularly has discussions on how to navigate partnerships, how to support your partners, identify weak areas of your partner strategy, discuss the latest industry trends and reports, and more.

This production is brought to you by Magentrix ✨💜
Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management 🤝

If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm See instructions to do so at the end of the episode.

To learn about Magentrix PRM, please visit www.magentrix.com

______

Podcast Credits:
Host: Paul Bird
Executive Producer: Fereshta Nouri
Content & Research: Fereshta Nouri
Graphics & Branding: Fereshta Nouri

The first-of-its-kind report on the state of the partnerships industry. Hear the latest trends in Partner Ops, partner programs, and ecosystem strategy – all from an impressive roster of partnership leaders.

We’ve invited two key contributors, Kelly Sarabyn (Platform Ecosystem Advocate @ HubSpot) and Asher Mathew (Founder @ Partnership Leaders), to discuss their findings and key takeaways. 

On today’s episode, you’ll hear discussion around:

• Insights from vendors leading the world's most successful partner ecosystems 
• What’s to come for partner professionals in the evolving ecosystems space
• What the authors have discovered since publishing this report

This production is brought to you by Magentrix ✨💜
Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management 🤝

If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm See instructions to do so at the end of the episode.

To learn about Magentrix PRM, please visit www.magentrix.com

______

Podcast Credits:
Host: Paul Bird
Executive Producer: Fereshta Nouri
Content & Research: Fereshta Nouri
Graphics & Branding: Fereshta Nouri

There’s a simple set of principles the world’s best partnership teams tend to follow and some common dysfunctions that hold many teams back.

Ecosystem thought leader Vince Menzione shares how to spread these five principles throughout your partnerships.

Listen to today’s episode to: 

• Leverage the one communication hack that aligns internal and external teams
• Drive a partnership-first culture throughout your entire company
• And, stand out in saturated markets

Vince Menzione is:

• The Founder of Ultimate Partnerships – a consultancy helping partner organizations drive greater results. 
• And the host of The Ultimate Guide to Partnering podcast

This production is brought to you by Magentrix ✨💜
Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management 🤝

If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm See instructions to do so at the end of the episode.

To learn about Magentrix PRM, please visit www.magentrix.com

______

Podcast Credits:
Host: Paul Bird
Executive Producer: Fereshta Nouri
Content & Research: Fereshta Nouri
Graphics & Branding: Fereshta Nouri

Some partnerships fail incredibly fast. Some in as few as 30 days.

So, be careful with what you do in the early days of a partnership – as it can set the tone for the rest of the relationship. At the start of the partnership, it’s important to be careful and leave first impressions that can help create partners who are:

• Confident in your brand
• Come forward for support
• And want to promote your product

The attention you pay to partners during this critical timeframe can result in either:

• A positive outlook for a long-term partnership 
• Or, cause your partners to lose interest altogether

Today, we welcome a special guest to help improve your partner retention rates.

He’s a channel partner with a horror story that shows you what not to do and shares tips for vendors on how they can retain their channel partners. Listen to this episode to:

• Learn how to set a standard for retaining channel partners for the long-term
• Discover what aspects of your partner program help and hinder your partners
• And, find out what truly motivates partners to sell more

Guest Bio - Adam Alfi: 

Today’s guest is a multi-preneur with over 25 years experience in the IT space, and a career spanning various roles, including: project management, consulting, and even a stint on Wall Street.

Today, he runs an MSP business – EV Software and Business Solutions – which serves startups and enterprise clients alike. 

(1:46) Guest intro: Adam Alfi

(3:52) Why are the first 30 days so critical when starting a new partnership with a vendor?

(4:41) Textbook example of how to lose a partner in 30 days

(10:21) Some vendors look great on paper, but that’s where it ends. As an MSP owner, what made this partner you mentioned seem like a good partner at the time? What motivated you to sign a partner agreement with them?

(12:06) How can vendors and partners get on the same page from the beginning? What would build confidence in the partnership?

(15:29) Vendors sometimes have different definitions of success than partners. How can partners on both sides align on a shared vision of success?

(17:13) In terms of sales enablement, what helps you understand a vendor solution so you can sell it to your best-fit customers?

(20:15) Do a lot of software vendors lack discovery as part of their onboarding or enablement process?

(22:02) What about training? What's better, one-on-one, or self-guided? How does training play a role in the onboarding process?

(25:41) Opinion on online training or self-guided training (as opposed to one-on-one) - is it useful?

(28:56) Partner enablement resources: Content types that really help you sell a product?

(32:50) Vendors engaging with partners via social media

(33:36) Importance of timeliness of vendor responsivene

This production is brought to you by Magentrix ✨💜
Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management 🤝

If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm See instructions to do so at the end of the episode.

To learn about Magentrix PRM, please visit www.magentrix.com

______

Podcast Credits:
Host: Paul Bird
Executive Producer: Fereshta Nouri
Content & Research: Fereshta Nouri
Graphics & Branding: Fereshta Nouri

It’s no secret, potential partners start scoping you out long before approaching you.

Sure, it’s easy to brush off anonymous complaints as “unimportant”. 

But don’t forget, the channel community is listening.

Today’s episode brings a new perspective on partnerships. We welcome someone representing the other side of the channel: a channel partner, straight from the MSP community.

Listen to this episode to find out:

• How partners vet vendors
• Managing your reputation in the channel community
• Which common practices turn partners off from working with you
• And, as a bonus,
  How to start delivering marketing that adds more value to your partners

Today's guest has been in the tech space for nearly 30 years. For the past 2 decades, he’s been a tech entrepreneur and advocate for open-source software. He maintains a YouTube channel, “Lawrence Systems” has over 258-thousand subscribers where he vlogs on: Tech, IT and, cyber security. And he’s currently the President at Lawrence Technology Services, a Managed Services Provider based in Michigan.  

Read the blog:  https://www.magentrix.com

(0:00) Introduction
(02:34) Why is it important for an MSP to thoroughly vet vendors?
(4:11) Define the MSP community and tell us where you connect with each other?
(5:41) Red flags that can make you stop pursuing a partnership altogether
(8:06) Green flags – Factors that inspire confidence in working with a vendor
(9:33) Cringe-worthy call-outs: Claim # 1 
(11:13) Cringe-worthy call-outs: Claim # 2 
(12:39) Does breaking trust tend to affect vendor reputation forever? Can a vendor come back from breaking trust in the partner community?
(14:57) Things vendors need to start doing to increase transparency overall
(16:12) Pricing and transparency: How should vendors list pricing?
(18:50) Product feature pages are usually written by marketers. How do you ensure that a vendor’s product does what it says it does?
(21:05) Vetting Vendors video reaction
(25:52) How can vendors be as transparent as possible
(26:11) What's the right balance of marketing vendors should do?
(28:09)  At what point in your vendor vetting process do you reach out to engage with them about a potential partnership?
(29:54)  Advice for vendors dealing with issues that are negatively affecting their reputation today
(31:14) Conclusion 

This production is brought to you by Magentrix ✨💜
Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management 🤝

If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm See instructions to do so at the end of the episode.

To learn about Magentrix PRM, please visit www.magentrix.com

______

Podcast Credits:
Host: Paul Bird
Executive Producer: Fereshta Nouri
Content & Research: Fereshta Nouri
Graphics & Branding: Fereshta Nouri

Partner ecosystems are like ecological ones: when healthy, all connected parts can nurture and support one another. 

• But how do you know if your partner ecosystem is healthy?
• Are there any measurements that can help monitor ecosystem health? 
• And how can you identify deficiencies within your ecosystem before it’s too late?

Norma Watenpaugh shares insights on: 

• How you can sustain a healthy partner ecosystem 
• What you can do to optimize ecosystem health

Today’s guest, Norma Watenpaugh, has been a visionary in the IT world for channel giants like Sun Microsystems, pre-Oracle, Fujitsu, BA Systems, and for the last 20 years, CEO and founding partner of the Phoenix Consulting Group.

She has a laser focus on helping companies achieve profitable results through strategic alliances, channels, and partner ecosystems.

Listen for all of Norma’s insights on maintaining a healthy partner ecosystem. 

Read the blog:  https://www.magentrix.com/articles/blog/Is-Your-Partner-Ecosystem-Healthy-31-8-2022

(0:00) Introduction
(2:30) What is a partner ecosystem?
(4:32) The shift to the ecosystem model 
(6:08) Gauging the health of the ecosystem – how it impacts the success of partnerships
(8:22) Establishing a Partner Ecosystem
(13:17) 1st Thing to Check: Ecosystem strategy 
(18:25) 2nd Thing to Check: Interaction and engagement amongst partners
(22:43) 3rd Thing to Check: Mutual benefits for partners
(23:42) Example of a healthy partner ecosystem 
(25:16) Norma Watenpaugh’s background in partner ecosystems
(26:39) Results to expect from a healthy partner ecosystem 
(27:33) Conclusion 

This production is brought to you by Magentrix ✨💜
Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management 🤝

If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm See instructions to do so at the end of the episode.

To learn about Magentrix PRM, please visit www.magentrix.com

______

Podcast Credits:
Host: Paul Bird
Executive Producer: Fereshta Nouri
Content & Research: Fereshta Nouri
Graphics & Branding: Fereshta Nouri

Transcript

Sales partners expect more from their providers these days but as we all know there many complexities to building a successful channel strategy. Providers that are winning the channel game have adopted agile and innovative solutions to control their message, push their sales strategy, and provide the right tools, all while responding to constant change in their business and in the marketplace. 

Most of the providers that Convey works with would love to have partners use marketing to promote their services, but the reality is that partners rarely do what we think that they should.  So why is it that partners don’t use the same marketing strategies that have proven so effective in the technology marketplace?

First, partners just don’t have the time to devote to marketing.  Partners are generally attached to very small agencies, so they are having to do it all.  They have to secure more customers, educate them about services, manage the order and installation process, and respond to issues when the technology doesn’t work the way they expect.  Marketing is generally last on the list.

Second, being creative doesn’t come easy for partners.

In a former life I was an English teacher and taught writing, among other things.  I consider myself pretty good at it, but the vast majority of people I work with struggle to put the right words together.  So, imagine the difficulty in creating a marketing email, a social media post or a blog if you can’t think of what to say.  

Third, partners don’t know how to generate a lead list to market to.
If you are going to deliver an email campaign, target people to invite to an event or even try and influence people on social media, you have to have a way to generate a list.  Partners don’t really have the understanding how to create lists of people that they can work with and then what to do even if they had a list. 

Convey’s philosophy has always been that if you do the work for partners, provide them marketing tools, and then show them how to get a good list they will be much more likely to add marketing to their revenue strategy.   We’ve built marketing tools inside the Convey portal designed to motivate partners to use them. 

We’ve added an easy way for partners to share content. 
You’ve uploaded a case study, a white paper or product information that’s meant to be shared with customers.  Partners have two easy sharing options every time they access content.  An obvious thing they can do is to download a file if you havean uploaded one for viewing but an even easier process is our One Touch Email Share.

Here is how it works.  Partners see that case study or product literature and then click the email share button.  No matter what email client they use, it opens automatically with a link to the content post already in the email.  The partner just adds a personal message, then sends the email to their customer or prospect.  When the prospect clicks the link, they don’t come back inside your portal, but they do come back to a landing page to view, download or reshare the content.  Easy email marketing!  And the best news is that our reporting tool shows you which pieces of content were shared, and which partners did that.

For partners that really want to commit to an email strategy, we have a unique service inside of every portal called Conduct.

For those of you who are now thinking that email marketing is dead, think again!  Email marketing is up to 40 times more effective than social media, according to a study done by McKinsey & Company. The same study also shows that the buying process happens 3 times faster with email than in social media. Moreover, it is also said that most individuals prefer to receive business information via email