Channel Champion Blog

I attended the Channel Visionaries Cloud Conference is San Francisco this week. Lots of great speakers and content that covered a wide breath of cloud issues. There was volumes on the buyer’s journey, the value of digital marketing and how to build and implement processes that allow vendors to help their partners catch up to the expectations of today’s buyer’s.

Driving the Right Kind of Business in the Right Way In my last blog post (Are Vendors Recognizing the Value of SMB-Sized Partners?), I noted that it wasn’t that long ago when larger vendors began taking notice of the SMB market. It has taken time since then for these vendors to create the infrastructure they would need to be successful

SMBs Promise Powerful New Revenue Streams: If Large Vendors Know How to Tap Them People have often asked me about the graphic below, which I created about two years ago. At that time, I was interested in finding out what some of the largest tech companies were thinking about in terms of their channel programs. As part of my research,

The Next Level of Fear As I pointed out in my previous post (Fear of Technology: It’s an Old Song Part 1), fear of technology can be real. My experience in the early 2000s building a record label showed me everything I needed to know about what not to do with a channel and new technology. In particular, it showed

CCI recently created a new eBook that describes our Partner Investment Lifecyle, a model that breaks down the typical vendor/partner engagement into nine discrete steps. As we were reviewing the finished contents of the eBook, we were reminded just how much our perspective on incentives has changed over the years. Incentives Are No Longer Just About Sales In the past,

Guest blog by Michael Coscetta This is the most common question we are asked by customers – and the importance of this question multiplies when a customer is new to the world of enabling their partners with marketing. From a logical standpoint, there is no more efficient way to grow vendor revenue than through partners or affiliates. These partners magnify and

Automating the Joint Business Planning Process Part 3 in a 3-Part Series In the second post in this series (The Path to Channel Marketing Automation), I mentioned a couple of ways that joint marketing planners help both partners and vendors create successful campaigns, enabling them to create plans that align with mutually agreed-upon business goals, drive leads to meet those

The Path to Channel Marketing Automation Part 2 in a 3-Part Series At the end of my first post (Choosing the Right Partners) in this series, I mentioned that each step in a vendor’s relationship with a partner generates information that can lead to better ROI. CCI has organized those steps into the Partner Investment Lifecycle: The challenge at each

Choosing the Right Partners Part 1 in a 3-Part Series A New Breed of Partners One of the biggest challenges facing channel marketing and channel sales professionals today is the emergence of new breeds of partners, from big to small. For decades, those partners who were your highest revenue earners last year could be relied on to be your highest