Is everyone getting the message?

True co-operation between a distributor and a vendor occurs when both put in the time and effort to service the needs of the joint channel partners.

Supporting the channel is something many companies talk about and few do successfully. But making sure your message gets through to the end-user is essential in creating a brand and ensuring necessary pull-through.

Through co-operative funds, integrating advertising and PR efforts, joint exhibition attendance and the production of relevant direct marketing collateral, a company can ensure that its marketing is a well-oiled machine.

But a surprising number of companies still get the basics wrong, despite recognising these 'higher' issues.

They still feel the need to play certain fundamental issues close to their chest and to spring surprises on their channel, most commonly in the form of product releases.

Without sufficient lead time, how can a channel partner plan a launch campaign? The product therefore gets a slow start, the vendor blames the channel partner for lack of effort and the relationship is put under strain.

The key is to provide the channel with as much prior knowledge as possible. Providing as many resources as possible is another, be it ensuring that prospect data is up-to-date and substantial, or involving partners with regular seminars and conferences to go through sales tips and test-bed installations.

For example, the distributor's willingness to make its database available gives the vendor maximum reach into its reseller base without compromising the distributor's confidentiality.

In return, the distributor receives maximum benefit from the vendor's marketing spend.

Over the years, advances in technology have created avenues through which to 'broadcast' a vendor's message to VARs and end-users.

With the help of its distributors, Ipswitch has experimented with a variety of visual emails and web polls to supplement historic mail shots and exhibition attendance.

Every quarter, Ipswitch sits with its partners to develop the next quarter's business plan.

It's an open book: margin, profits and turnover are all discussed, and the end result is a working relationship built on trust and mutual understanding.

Allan Poot is European regional sales director at Ipswitch.