Arrow Electronics: Mining Data To Deliver Channel Value

January 1st, 2018

Dara Schulenberg

Summary

Capturing customer and reseller data before a B2B supplier executes a channel demand creation program can significantly increase marketing’s contribution to pipeline growth. Few suppliers look to their distribution partners for data that can help them address the challenge of engaging the right buyers. Arrow Electronics is analyzing large volumes of market, partner and customer data to help increase channel revenue for itself and its supplier and reseller partners.

Knowing which industries to target, which buying centers are most active and which partners are engaged with these buying centers is the holy grail for many channel suppliers. However, few suppliers look to their distribution partners for data that can help them address this challenge. In this report, we describe how Arrow Electronics, a value-added distributor in the high-tech industry, is analyzing large volumes of market, partner and customer data to help increase channel revenue for itself and its supplier and reseller partners.

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