Azlan is expanding its Go! channel marketing programme to help its reseller base grab more share of high technology spaces such as voice, video, virtualisation and security.
Benefits provided to resellers under the distributor's Go! initiative include deal support and special financing, technical and commercial training and coaching, demo kit access, joint sales engagement and marketing programmes, sales opportunity leads, preferential stock and personal account management.
Sean Kendrick, marketing director at Azlan Europe, said: “With Go! we are redefining what value means when it comes to channel marketing within the distribution sector.
“Go! invests vendor funding within a clearly defined framework of targeted channel activities designed to create traction and accelerate new technology sales, at the same time identifying which of our VARs have the desire, capability and commitment to use this investment to accelerate their business.”
According to Kendrick, the strategy also allows vendors to tailor their Go! programme towards a specific objective and analyse a database of more than 90,000 resellers Europe-wide to identify, recruit and activate VARs that have the potential to deliver against that objective.
“Key to the success of such precision programmes is for Azlan to understand the current and future needs of reseller partners in order to avoid non-targeted ‘shotgun marketing’ and instead provide the right resellers with the core activities which support their growth,” he said.
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