Although a crude method for determining the size of an industry, when we search for channel marketing in the jobs section of LinkedIn, we get 4000+ results within the UK as opposed to the 3200+ results for channel sales. In previous positions I’ve held, there have always been less marketers in the team than there … Continue reading The mysterious art of channel marketing
To channel or not to channel
Why should I sell through partners? Can our product be sold by partners? Why would a partner sell our products? 75% of global business is conducted via 3rd parties as opposed to direct. That’s to say that there is a high chance that if you have a product OR service to sell that it can … Continue reading To channel or not to channel
Understanding channel models and structures
With 75% of business being conducted indirectly, it is a good idea to understand the channel structure and how this can fit into your company. We speak with vendors everyday that are in the process of moving into channel sales and need an explanation of how it all works so we are producing this educational … Continue reading Understanding channel models and structures
How many types of partners and how do they all differ?
The words channel partner used to be synonymous with an individual or company that resells another companies’ product. Nowadays channel partners come in all different shapes and sizes. We see the labels being thrown around for MSP’s, systems integrators, VAR’s, distributors, agencies, referral partners, affiliates, and other variations of these. So, what is the difference … Continue reading How many types of partners and how do they all differ?
The secret plan to slaughter the distributors and the channel through the introduction of marketplaces
Distribution has been around since warehousing became a thing in the early 1900’s. The model has stayed the same consistently for a lot of that time with the only key differences being the types of products that are distributed. Traditionally an industry for hardware where big warehouses that stocked computer equipment would be run as … Continue reading The secret plan to slaughter the distributors and the channel through the introduction of marketplaces
If Pablo Escobar had sold software!
It recently dawned on me that the world of software sales is eerily comparable to the underground world of the international narcotic trade. They are parallel markets with much of the same structure and progression into methods of sales and distribution. Back in the mid 80’s, Pablo Escobar was a rising figure in the world … Continue reading If Pablo Escobar had sold software!
Partner experience is being labeled as something it is not
Online adverts are flying around with the headline of “improve your partner experience” or PX for short. It seems to be the buzzword of the moment but what are they talking about? It has long been the consensus that if you cater for the partner experience, you keep the partner and the partner will thrive. What are … Continue reading Partner experience is being labeled as something it is not
Subscription models, consumption billing and the death of the SKU!
SKU’s have been around about as long as products themselves. SKU’s or stock keeping units have been the way of identifying products and measuring them against purchase and usage since forever. With the introduction of the subscription economy and everything as a service, is it the end of the road for SKU based licensing? Today, … Continue reading Subscription models, consumption billing and the death of the SKU!
The cyber security vendors and the fight for all of the same partners
It seems that every week a new cybersecurity vendor appears on the scene. How can these new vendors be creating new solutions to existing threats? Everyday we see vendors that have no clear differentiation from one competitor to the next. Are vendors appearing because it’s a low barrier to entry? Are they appearing because they see the success … Continue reading The cyber security vendors and the fight for all of the same partners
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