To leverage a popular phrase: “culture trumps strategy.” I can safely say that “execution trumps strategy” as well. Therefore, “culture” and “execution” are linked by their common ability to trump a sound strategy; don’t overlook one at the expense of the other.
Author Archive | wpadmin
There are several challenges associated with the design and management of a global channel program; among them is assigning the burden of exchange rate fluctuation. For financial managers in companies conducting international business, exchange rate management is a key component of accurate financial reporting. These companies typically roll all financial and transactional data up to […]
Since my entire career has been focused on indirect sales channels, I often feel caught off guard when I deal with senior executives who just don’t “get it” when it comes to understanding channel needs, and more importantly, how to do business through the channel. Clearly, those companies that are 100% reliant upon the channel […]
Normally I like to start these entries on a positive note, though this title seems ominous for channel marketers. But there is a positive spin: The good news is that if none of the items listed below will keep you up at night, then you can consider yourself lucky. Conversely, if you expect that any […]
Upon reading this, one might initially believe we are desperate for content and relying on “Channels 101” for inspiration. Yet, I can assure you the reverse is true. I have been involved in several engagements recently where we were asked advice on specific decision points that were indeed counter to these basic tenets. So, don’t […]
This will be an unusual post for me in that it’s a commentary triggered by a news item I recently saw on one of the financial networks while eating breakfast. Best Buy was the focus of this segment in that they had once again had reported a bad quarter. As a result, they are looking […]
As one of many tools available to channel marketers, lead management is categorized under the the broader umbrella of opportunity management programs (along with deal registration, referral management, and special pricing). Within the context of channel marketing, lead management is intended to send leads down from the vendor to the designated partner(s) to assist in or complete the sales transactions. It’s cousin, referral management acts as the mirror image by allowing 3rd parties to send leads up to the sponsoring vendor (although effective referrals programs are designed to accept leads from a number of sources including customers, employees, affiliate organizations, in addition to just channel partners). Combine characteristics of each of these into a single program and the result may be labeled as a bi-directional lead management program. I spent the last couple of days helping one of our clients craft such a program and that process yielded some interesting observations and insights, which are the subject of this entry.
Co-op or MDF? As a category, they are referred to as promotional allowances. Regardless of the structure, promotional allowances are the #1 most utilized channel program among vendors today—and the most favored among partners—according to a recent proprietary survey. As for program structure, the trend is moving away from co-op to MDF as observed by our clients and prospects.
As you know, effective channel marketing programs are basically a series of “Carrot” and “Stick” value propositions to your channel partners. And since stick-based motivational methods are not really the best way to influence people who otherwise have a choice; channel programs typically offer a lot of carrots. While marketers many may not think of […]
The adoption of Joint Marketing Planning (JMP) is on the rise with vendors today. And as stated in previous installments, the reasons are clear: JMP is the best way for vendors to assure GTM alignment with their partners, gain advance insight into your partners’ sales and marketing efforts, and to drive efficient/effective use of MDF allowances. OK, why then aren’t your partners embracing the process as much as you are? Well, maybe your partners are, but according to a recent proprietary survey conducted by CCI, many partners aren’t seeing the value. To the extent that might be true, I would boil it down to lack of WIIFM—or “What’s In It For Me”.