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23 Nov 2009
Comments:1
The vast majority of resellers crave more relevant account plans and marketing material from vendor partners, research has found.
Consultancy Demuto recently quizzed executives from a number of leading vendors and VARs. Less than 30 per cent of respondents felt that channel programmes always add value.
Less than one in 10 claimed vendor marketing material was always suitable for use with clients. A similar amount believed they have “a relevant and structured account plan” with their partners. Two-thirds of VARs claim they have no input into channel strategy.
Further reading
Antony Young, director of Demuto, said: “A lot of time is wasted doing ineffective things. It comes down to a willingness to work with partners and have a one-to-one dialogue.”
Richard Bligh, marketing director at carrier Gamma Telecom, was unsurprised by the survey’s findings.
“Vendor marketing material tends to be full of technical gobbledegook with no thought given to end users,” he said.
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Do you agree?
It doesn't have to be that way
I read with interest your article about Vendor marketing support for resellers and it goes a long way to confirming what I had already suspected.
Most vendors idea, with a few noteable exceptions, of a partner campaign is simply one of their own campaigns with space for a partner logo.
This of course gives no thought to the requirements of the partner and differences in the audiences.
We have been working we a number of vendors to change this and have had a degree of success with some of them, changing attitudes to partner marketing with hard facts and return on investment often 10 times what they would expect from the traditional model.
The It reseller Channel is is a vital route to market for most IT vendors and as such should be given more than just a passing nod when it comes to proactive marketing and lead generation.
Posted by Lee Prior | 25 Nov 2009
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