Channel Marketing for Cloud, Hosting and Technology Companies

According to IDC, indirect spending (via channels) on software -- including applications, application tools, and system infrastructure -- accounted for $78.7 billion in 2012 and is predicted to reach $109.6 billion in 2017.

For most technology companies, the indirect channel has been and remains a vital part of their business. Companies drive about one-third to upwards of 80 percent or more of their revenue through channel partners.

Accenture Consulting “Reinventing Channel Programs

Channel Growth

Robert Lamkin, Marketing Advocate, 10 Benefits of through partner marketing automation, 2013https://www.brighttalk.com/channel/8849

Technology sales through indirect channels increased over 32% over the past decade and a half

Channel Partner ProfileWhat does a typical partner look like?

Channel Partner PainsMarketing limitations reported by channel partners:

Accenture Consulting “Reinventing Channel Programs

In a recent study by Accenture and CSO Insights2, 43% of sales executives surveyed cited revising their channel strategy as one of their top sales initiatives for the year:

Growth in Cloud Services – new subscription based models

Three Trends

More LOB Buyers – need to better understand their business functions and take a consultative approach

Strong mid market demand – lower up front costs means SMEs can consume technology faster and cheaper

With cloud, the economics change, the culture changes, the people, skills, compensation for the sales people changes. What vendors are going to help their partners make the transition to the cloud?Worldwide IT Channels and Alliances Predictions 2014, Darren Bibby, Program Vice President , Channels and Alliances Research, IDC

Courtesy: Accenture Consulting “Reinventing Channel Programs”

Three Opportunities

Re-examine compensation

to reflect a SaaS

subscription-based world

RecruitCloud-savvy

partners

Create program specialization

by tiers/ products

How can we help? Through The TPM OCS Channel Development Model

We can help you with all phases on your Channel Strategy

TPM Channel Marketing was instrumental in helping us launch our Desktop-as-a-Service product to our channel partners. A fantastic effort and partnership that will help us drive new revenue from our channels.

- Jess Coburn, President & CEO, Applied Innovations

info@totalproductmarketing.com

Inquire With Us Today

1.855.6-GOTOMARKET (1.855.646.8662)

www.totalproductmarketing.com