Trends Report

Tech Channels Have A Long Way To Go Toward Adding Marketing Value

Despite Vendor Efforts To Marketing-Enable Their Partners, Partners Still View Channels As Implementers, Not Influencers

May 24th, 2012
JS
Jonathan Silber
With contributors:
Tim Harmon , Eric Hsieh , Zachary Reiss-Davis

Summary

Is your channel marketing enablement program first-rate? Sorry to break it to you, but we have reason to believe it's not. Tech vendors are investing more than ever today to empower their channel as a marketing vehicle. But contrary to efforts thus far, the impact and influence channel partners have over buyers remains negligible relative to other sources and vehicles. The one shot tech vendors have for revamping their cookie-cutter channel enablement programs is to first understand the channel's current shortcomings and then ameliorate it with effective training, mentoring, content, communication, and measurement. This report illuminates the present impotence of channel partners' influence, identifies a few of their saving graces, and offers recommendations for facilitating success.

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