Are you making these 14 Channel Marketing Mistakes?

Jay McBainCo-Founder & CMO

Executing a Channel Program is NOT an easy job.

new technologies

new business models

evolving competition

consumerization

economic forces

The Channel Perfect Storm

Compounding the Issue…

25% of the Channel has no business plan

38% do not set sales or revenue goals

40% fail to make long-term strategic plans

65% lack a sales development plan

According to the forthcoming 2014 Channel Forecast report by The 2112 Group, the

number of new solution providers — resellers, managed services, systems integrators,

large account resellers — has been steadily declining since the dot-com bust.

“ “

Why do Partners Leave Vendors?

1. (Opportunity) Cost of Membership

2. Constantly Changing Requirements/Benefits

3. Low Margins

4. Insufficient Pre- and Post-Sales Support

5. Lack of Marketing Support

1. Increased Business Planning with Partners

2. More Lead Generation for Partners

3. Building New Services Offerings

4. Simplifying Programs and Reducing Costs

5. Co-selling with Partners

6. Additional Incentive Opportunities

7. Streamline Training and Certifications

Top 2014 Emphasis for Channel Leaders:

Not Utilizing Automation Tools for

Email & Newsletters#14

Too Reliant on the Partner Portal

for Communication#13

95% of Channel

Partners do not

regularly use

vendor portals

Not Taking Advantage of

Communities#12

What makes them

powerful is the ability

to influence through

the implied

endorsement

of the larger

membership.

““

Too Focused on the Home Run #11

We are in the attention

economy now, and not

taking advantage of the

different marketing vehicles

across the different community

platforms is suppressing your

impact.

““

Expecting Too Much from Social #10

Social media is no longer the

“new” platform and has

proven not to be the

utopia that was once

promised.

““

Not Having or Sticking to an

Editorial Calendar#9

Organizing the avalanche

of information your brand

needs to communicate

over the next 12 months

can be daunting. When

you roll it up into monthly

themes this task becomes

much easier.

“

“

Producing Too Much Boring

or Sales-Related Content#8

Finding your brand voice

and sharing your domain

knowledge with your

partners on a consistent

basis will build trust and

keep them plugged in.

““

Under-Utilizing Industry Media #7

Getting access to their

community of readers through

co-marketing, sharing your

content, webinars, events and

newsletters can be a very

effective way to reach your

established and prospective

audience.

““

Thinking Direct Mail is Too Expensive #6

The average age of

Channel professionals has

grown every year since the

1980s and this demographic

tends to prefer face-to-face,

mail and phone calls to

electronic communication.

“

“

Segmenting Partners into

Revenue Tiers Only#5

Newer ways of optimizing

partner programs include

share of wallet, product

specialties, job role and

other behavioral persona

type information.

““

Expending too much effort on

Partner Recruitment#4

A balanced approach to

Channel management

includes focusing equally

on partner acquisition,

nurturing and growth.

“

“

Underperforming Tradeshows #3

This is an area where a lot of

opportunity (and money) is

wasted by vendors. Not

having a plan covering

pre-show, show-within-the-

show and post-show tactics

as well as defined targets.

“

“

Renewing Tactics Year to Year

Without Justification#2

Channel marketing managers

are famous for the “master

spreadsheet” outlining all of

the approved tactics for the

quarter or year.

““

Not Taking Advantage of Mobile #1

Over 90% of partners now carry

a smartphone and/or tablet.

61% of these partners report

that they prefer to use the

mobile device as a primary

source of information,

engagement and tools for

business.

““

The Enterprise Mobile Platform Connecting

Vendors and their Channel Partners.

Global Recognition of ChannelEyes

Secure Login for Authorized Partners

Built-in Security Authorization Center

Authorized White-list by domain

Remote Authentication with your

back-end portal or PRM System

tom@supervar.com

************

Deliver a Personalized Experience

Segment Content Feeds:

Partner Tier Level Country or Language Product line or Program Job Role or Access Level Internal Staff

• What’s new in your partner portal• Incentives, promotions & rebates• Product news, tech bulletins, specs• Events, webinar, education & training • Competitive updates, battle cards

Taking Partner Communication to a New Level

Send Special Alerts Through Push Notification!

Share…

• Social Comments on Posts• Community Walls / Q&A• Private Groups• Contact Us Form• Integrates with leading platforms

Drive new levels of Partner Engagement

Two-way Conversations

Live Chat

Community& Groups

Deal Registration Module Price Calculator / Quotes / Configurator Locator (Product, Place or People) Service Tickets / RMA / Warranty Ad Server Module Gamification / Quizzes / Surveys Integrations with leading platforms

Deploy Tools to Drive Sales, Service & Education

Enable Partners on the go

ACME Inc.

7 Anywhere St.

Chester, United Kingdom

CH1 2HR

Tom Smith

Director of IT

tom@acme.com

0121 555 1234

Mobile Channel Marketing is changing the Game

Chosen by Top Channel Programs

News Wall

Announcements

Event Calendar

Webinars

Product News

Tech BulletinsIncentives/Promos

Best Practices

Whitepapers

Videos

Competition

Press/Media/Blogs

Newsletter ItemsProgram Benefits

Orders

Order Status

Shipping RatesReturns (RMA)

Warranty StatusBar Code Reader

Product Registration

Sales Tools

Battle Cards

Price Calculator

Request for Quote

Deal Registration

Lead Distribution

Training Videos

Certification Quiz

Product Documents

Partner Locator

Vendor List/Line Card

Product Catalog

Data List / MapCommission Reports

Surveys / QuizzesContest/Loyalty/MDF

Support

Service Tickets

FAQ’s

Contact Us

Private Messaging

Contact List/Country

Product Wish List

Social (FB/TW/LI)

Features

Push Notification

Single Sign-on

Segmentation

Multi-Persona

Multi-language

Card Carousel

Resource Center

Social Syndication

Gamification

Community Board

Conference Events

Ad ServerMarketing Overlay

Forms to EmailSalesforce Integration

Mobile Idea Board

Let’s Connect…

Find us on the interwebs:

Jay McBainCo-Founder & CMO

jaym@channeleyes.com

518-915-1188

http://channeleyes.com