Posted Friday, April 26, 2013 at 12:00 PM by Michael Cotton
Providing channel partners with collateral and an online platform that allows them to co-brand, dispatch and track marketing campaigns may sound like a great idea but realistically how many resellers actually use them? Most of the time it’s a great deal of extra work with no (or very little) reward so the question is why bother?
Barriers, barriers and more barriers…
For those resellers who don’t have a dedicated marketing team, i.e. the small, often local resellers, online co-branding services should provide a perfect solution for those who want to increase their marketing activity and raise their end-user brand awareness – content, images and translations all paid for by the vendor and are free! However, resellers with an internal marketing team or the support of an external agency, what benefit will they see from this automated service? Not much…
Most channel partners work with tens of suppliers; is pushing one vendor message really worth the extra effort? Most resellers would prefer to either (best option) push their own brand and messaging or (second best option) market multiple suppliers at the same time, which many vendors will not agree to reimburse!
In addition, many channel partners also, do not like to share their customer data. You’ll need to create specific terms and conditions, with NDA clauses, or you’ll have to work through a third party agency and provide a completely ‘outsourced’ campaign on demand/ co-marketing service.
All of these can be very challenging for a vendor causing increased workload and cost associated with creating channel to end-user versions of all the collateral including new variations of direct mails, emails, brochures, etc. plus translations – none of which come cheap and all of which increase time to market meaning you’ll only be able to create ‘campaigns’ perhaps a few times a year (at best)…not very ‘real-time’, is it?
Another critical piece to think about is the ‘spamming issue’. Are end-users actually reading the untargeted emails they receive? And, can you tell 100% whether the leads are generated by the telemarketing campaigns that follow or just by the co-branded marketing elements themselves?
Time for something new?
While there is still a place for informative emails (as long as they are targeted and relevant), isn’t it time vendors think outside the box when planning or creating end-user campaigns?
Which media will make the biggest impact, the highest response and more importantly, generate the most sales? With budgets being more and more scrutinized, spending and getting a good return on investment is imperative today (always was, but we managed to avoid tracking). In the rapidly-evolving world of social media, already affecting B2C and now B2B customers, is the need for ‘traditional’ campaign on demand platforms and programs still valid and real?
Tools such as Twitter, Facebook and LinkedIn prove time and time again that word of mouth and personal recommendations carry far more weight and credibility than most marketing campaigns. The benefit of many social media tools is the simplicity with which the messages are conveyed – there are no fancy HTML headers or space-consuming images, just factual text by one individual or company.
Is there a way you, the vendor, can have access to your channel partners’ end-user audience and deliver your message to them, easily (for your partners) and cost-effectively (for you)?
If you haven’t already, it might make sense to start looking at a social content syndication tool for the channel. It is a very viable option… a radical one… yet, an option that will change the way you market through your channel partners.
Posted Tuesday, March 26, 2013 at 10:00 AM by Lisa Heydorn
Posted Thursday, February 21, 2013 at 08:00 AM by Norma Watenpaugh
Providing training to your partners is a major component of partner enablement. However one size does not fit all. Training must be relevant to your partners’ needs, delivered when they need it and in a format they find consumable. The challenge becomes exponential when you consider...
Posted Tuesday, February 5, 2013 at 11:00 AM by Lisa Heydorn
Training & Certification are two of the most common elements provided in any Partner Program. Partners who are poorly-trained on marketing, selling or servicing your products have a direct and negative impact on their effectiveness, revenue and customer satisfaction. And conversely, partners...
Posted Friday, January 11, 2013 at 05:00 AM by Norma Watenpaugh
Training, Certification and Specialization
How do these investments pay-off? Is volume or value more important in developing your partner strategy? Do...
Tags: Volume vs Value Partner Strategy, Channel Strategy
Posted Thursday, December 13, 2012 at 10:00 AM by Leslie Sutherland
Fund Programs, whether Market Development Funds (MDF) or Co-op, are a good way for resellers to increase sales via joint marketing activities with their vendors while sharing the cost. Cost sharing helps reduce the financial burden for marketing activities and helps open doors for additional...
Posted Friday, November 16, 2012 at 12:00 PM by Lisa Heydorn
Posted Tuesday, October 2, 2012 at 10:00 AM by Norma Watenpaugh
Posted Thursday, September 20, 2012 at 10:00 AM by Norma Watenpaugh
We recently led an alliance team through an alliance business planning session. Through that process we captured a number of best practices that lead to better business planning and ultimately better performing alliances. Here is what we learned:
Posted Thursday, September 13, 2012 at 11:00 AM by Norma Watenpaugh
Posted Saturday, September 1, 2012 at 02:00 AM by Lisa Heydorn
It’s often the case that it takes more than just one strategy meeting to determine what criteria is best to measure partner performance. In fact, you’ve probably attended numerous of these and can attest there are always conflicting opinions across the attendees as to what...
Tags: Partner performance, partner metrics, measuring partner success,
Posted Friday, August 17, 2012 at 10:00 AM by Norma Watenpaugh
Posted Wednesday, August 1, 2012 at 11:00 AM by Michael Cotton
Social media represents substantial opportunities for companies to directly engage with prospective customers to drive new B2B or B2C sales. Most organizations, whether small or large, are starting to use social media to communicate to and work with customers, prospects, partners, analysts...
Posted Thursday, July 12, 2012 at 12:00 PM by Michael Cotton
Tags: social media, social channel,
Posted Tuesday, July 3, 2012 at 09:00 AM by Lisa Heydorn
Tags: lead distribution, channel management, sales enablement, channel sales
Posted Tuesday, June 19, 2012 at 10:30 AM by Lisa Heydorn
Tags: channel management, lead management, channel revenue, partner relationship management, PRM
Posted Tuesday, June 5, 2012 at 04:26 AM by Leslie Sutherland
Tags: channel management, lead management, channel revenue, partner relationship management, PRM
Posted Thursday, May 17, 2012 at 03:00 PM by Lisa Heydorn
One of the common mandates throughout companies today is to increase channel sales. Larger and larger sales quotas are being assigned. Some companies are even requiring higher sales volumes each year for channels to benefit at the higher tiered program levels. How...
Tags: channel management, lead management, channel revenue, partner relationship management, PRM
Posted Monday, May 7, 2012 at 07:40 PM by Norma Watenpaugh
Following our last Deal Registration blog post, many readers have been wanting to know more about how to incent partners to register a deal and examples of how "best in class" incentive programs work. Simply put, the purpose of incentives is to influence the behavior you want from your...
Tags: channel management, lead management, channel revenue, partner relationship management, PRM, channel incentives, channel rewards, partner incentives
Posted Tuesday, April 3, 2012 at 09:00 AM by Norma Watenpaugh
Deal registration is a common element of most channel programs. However, without a solid PRM system behind it, the process can be cumbersome and ultimately fail. The purpose of deal registration is to reduce channel conflict by protecting partner deals. It prevents partners...
Posted Tuesday, March 13, 2012 at 09:50 AM by Lisa Heydorn
In our previous blog we discussed challenges with executing and managing MDF programs. One component of the management challenge is the communication of available programs and the dissemination of the information to your partners. So, how can you effectively communicate with your partner...
Posted Monday, February 27, 2012 at 05:00 PM by Norma Watenpaugh
We are pleased to announce our partnership with Requisite Software, an industry-leading Channel Management, B2B eCommerce and Master Data Management solutions...
Posted Monday, December 26, 2011 at 12:15 PM by Tom Halle
Just as an alliance is best served by strong connecting tissue and active dialog between stakeholder groups across both partners, the positive outcome of an alliance negotiation is also best served by creating similar connecting tissue – even before the alliance is executed.
It is important...
Posted Friday, November 4, 2011 at 08:00 PM by Norma Watenpaugh
Great meeting last night: Changing the Game: The Age of the Platform Meets the 24-hour Customer produced by the California Chapter...
Posted Wednesday, June 8, 2011 at 07:00 AM by Norma Watenpaugh
Do you have champions in your alliance? or do you have snipers and hostages?
When I teach alliance skills mastery workshops, I often ask how much time managers spend on internal alignment. That is winning the hearts and minds of the internal alliance stakeholders to gain their...
Posted Friday, March 11, 2011 at 07:00 PM by Norma Watenpaugh
Non-traditional partners to pursue innovative opportunties
I was asked to moderate this year's Alliance Executive Roundtable for the California Association of Strategic Alliance Professionals around the topic Cross-Sector Innovation and the Role of Alliances. Twenty...
Posted Tuesday, February 15, 2011 at 05:30 PM by Leslie Sutherland
One of the biggest challenges of any partnering effort is to communicate your brand value to your partners and their customers.
At PhoenixCG, we promote strategies and tools that help you take control of your brand by defining what your brand is before your partners and their customers...
Tags: brand value, positioning, messaging, partnering, value propositions, Before the Brand, Leslie Sutherland
Posted Thursday, January 6, 2011 at 10:00 AM by Leslie Sutherland
ASAP-SV/NorCal is once again bringing more value to chapter members and sponsors by offering their successful and comprehensive Alliance Management Skills Mastery Series in 2011. Each segment in the series is taught by a leading authority in alliance management, bringing participants best practices...
Tags: Alliance Management Skills Mastery Series, ASAP
Posted Friday, November 12, 2010 at 03:00 AM by Norma Watenpaugh
Alliance Management Practices: Performers and Underperformers
All business managers, not just those managing alliances, have been challenged with navigating a stormy economy. We had to make decisions on where to cut back, how to to make the best of diminished resources, and still...
Posted Thursday, September 16, 2010 at 11:00 AM by Norma Watenpaugh
This Blog Contributed by
Monica David, Vice President, North America, CustomerImpact
What are the critical components in assessing the success of Partner Programs? Clearly, it means putting the Voice of the Partner to work. Successful partner programs need significant investments in technology...
Tags: metrics, dashboards, partner programs, ecosystem optimization, survey, measure
Posted Monday, August 23, 2010 at 09:00 AM by Norma Watenpaugh
Is your company partner friendly? Or is every attempt at collaboration an uphill battle? I heard one partner manager describe her partnership with one company as “hand-to-hand combat.” Another partner manager described his partner as “infested with partnering antibodies,” --...
Posted Thursday, July 1, 2010 at 06:00 AM by Ann Trampas
When I first began my career -- fresh out of college -- I didn't have a clue about the value of professional development. After all, I had a few degrees, a little experience, that's enough, right?
Wrong. Oh, so wrong.
Like many alliance professionals, I worked in a variety...
Tags: Ann Trampas, Norma Watenpaugh, CA-AM, CSAP, Professional Development, ASAP, workshops, seminars
Posted Tuesday, June 29, 2010 at 12:00 PM by Norma Watenpaugh
In my last post, I talked about the "value triangle," and how it creates win-win-win value propositions for you, your partners, and customers. Today, I'll flesh out what I mean by solution, financial, and sales and marketing value, as well as present a case example of how a global systems integrator...
Posted Thursday, June 24, 2010 at 06:00 AM by Norma Watenpaugh
Building Win‐Win‐Win Value Propositions: The Key to Sustainable Partnerships
by Norma Watenpaugh, Principal, PhoenixCG...
Tags: value proposition, partner, value triangle, sustainable
Posted Thursday, June 3, 2010 at 09:00 AM by Leslie Sutherland
The Participation of APC by Schneider Electric in the Cisco Data Center of the Future
By Kim Tremblay, Marketing Director, WW Strategic Alliances, APC by Schneider Electric
Listen up – alliance marketing has arrived.
In 2009 the tables turned. Traditionally...
Tags: DCoF, Cisco, APC by Schneider Electric, Data Center of the Future, Marketing, Alliance
Posted Thursday, May 6, 2010 at 01:15 AM by Tom Halle
Part 1: The Squeeze Play
I’ve been at the strategic alliances game a long time, and in my experience the most difficult aspect of building partnerships has been facilitating successful collaborative selling between two companies. Selling with partners is an unnatural act...
Tags: Collaborative selling, sales, partner sales
Posted Wednesday, March 31, 2010 at 12:00 AM by Norma Watenpaugh
Aligning team members and stakeholders to support the work of an alliance or any business relationship can be surprisingly treacherous. One would think that if the strategic intent and return on investment on an alliance is clear the rest falls into place. Well, guess again.<...
Posted Thursday, March 25, 2010 at 11:00 AM by Norma Watenpaugh
Launching new website turned out to be much more of an involved exercise than I imagined. In this day and age, the website is the face of the company and so a new website caused us to rethink the business, the practice areas, and the positioning of PhoenixCG for the future. Since the founding...
Posted Saturday, February 6, 2010 at 02:28 PM by Norma Watenpaugh
I did a study three years ago of partner health across 14 strategic alliances and about ~400 respondents and found something very interesting about the nature of trust in alliances. We did a correlation of heath attributes against overall partner health. We found that when 'trust' was present it...
Tags: Alliance Management Best Practices, Alliance Strategy
Posted Thursday, December 3, 2009 at 11:52 AM by Norma Watenpaugh
Innovation takes many forms. We often focus on innovation as technological breakthroughs and indeed those are important to fuel corporate growth. But there are other forms of innovation which can be just as powerful and just as disruptive to the status quo in creating strategic competitive...
Tags: alliance, Collaborative innovation, competitive strategy, innovation, partnering, partnerships, value creation
Posted Thursday, November 19, 2009 at 05:52 PM by Norma Watenpaugh
Certification assures Collaborative Capability: Taking Partnering to the Next Level
I was fortunate to be featured in an interview for the Marketing Thought Leadership series with Linda Popky, Marketing Master and recently named one of Silicon Valley's Top 100 Women of Influence...
Tags: alliances, collaboration, collaborative capability, partnering
Posted Monday, October 12, 2009 at 02:50 PM by Norma Watenpaugh
One area in which social media is gaining traction is support services.When you combine partners in an interactive forum they become a self-help community.When you add customers to the mix, your partners become very competitive in demonstrating their expertise to the customer base.The result...
Tags: Social Media, self service communities
Posted Tuesday, September 15, 2009 at 08:46 PM by Norma Watenpaugh
Findings from a Survey Conducted by Phoenix Consulting Group, June 2009
Social media is gaining presence within partner ecosystems
These are natural communities and naturally lend themselves to these media.There has been a trend for some time by large...
Tags: Social media, partner ecosystem, ecosystem management, partner strategy
Posted Thursday, September 10, 2009 at 04:38 PM by Norma Watenpaugh
Findings from a Survey Conducted by Phoenix Consulting Group, June 2009Well, arguably yes and no. Some technologies that might be labeled early Web 2.0 were in pretty widespread usage. Others such as Twitter are caught up in the tornado. Some, such as MySpace, already seem...
Tags: social media, partner marketing, ecosystem management, partner ecosystems
Posted Thursday, September 3, 2009 at 11:17 PM by Norma Watenpaugh
Social media hype is everywhere. We are deluged with it on-line. We see it on TV. Our kids are absorbed by Facebook. The State department even requests that Twitter delays maintenance to ensure continuity in the information flow from civil unrest in Iran. Even as we are coming to grips with Social...
Tags: social media, partnering
Posted Thursday, September 3, 2009 at 09:14 PM by Norma Watenpaugh
Findings from a Survey Conducted by Phoenix Consulting GroupOf the 20 partner managers we interviewed, most were realizing productive benefits from the use of social media. Benefits were described in terms of strengthening relationships versus the hard metrics of generating...
Tags: social media benefits, partner strategy, enhancing collaboration, partner ecosystem
Posted Tuesday, August 25, 2009 at 10:19 PM by Norma Watenpaugh
Findings from a Survey Conducted by Phoenix Consulting GroupWe asked twenty partner managers What is social media?
By far the most common response was Good Question! After a thoughtful pause, we heard social media were tools that enabled users to communicate, to...
Tags: Social Media, Partnering, Partner Ecosystem, Collaboration
Posted Saturday, July 4, 2009 at 12:23 PM by Norma Watenpaugh
The ASAP 2009 State of Alliance Management Report looked at thirty-six commonly recognized best practices of alliance management and benchmarked them across the community of respondents representing 431 companies. This year the researchers looked a bit deeper into innovation alliances and identified...
Tags: emerging, best practices, alliance, management
Posted Thursday, June 25, 2009 at 06:25 PM by Norma Watenpaugh
Certainly in this economy doing more with less is an imperative we all face. It is also the fundamental premise of partnering and in these times Partner Managers are pressed even harder to do even more with even less. A few weeks ago I was asked to moderate a gathering of senior alliance executives...
Tags: customer service, resource management, optimization
Posted Wednesday, May 20, 2009 at 02:32 PM by Norma Watenpaugh
Attended an ASAP Green breakfast this morning and it was certainly eye opening even if the coffee arrived late.
Hal LaFlash, Dir Emerging Clean Technology Policyfrom PG&E -that's Pacific Gas and Electric for the non-Californians - spoke on the many alliances that PG&E has been...
Tags: power, green, alliances
Posted Monday, May 11, 2009 at 11:17 PM by Norma Watenpaugh
Part I discussed how demographic segmentation allowedtargeting programs, benefits, and attention to engender greater loyalty and business through their developers. Part II addresseshow segmentation by 'Loyalty' itself helps to identify andto address specific concerns of developers. While...
Tags: roi, loyalty
Posted Tuesday, April 28, 2009 at 11:17 PM by Norma Watenpaugh
I was approached by a client some weeks ago to present at conference some work we did on Developer Loyalty. Now there are a lot satisfaction type surveys out there, but my client presented a very specific challenge. She was new in the role as the Director of the Developer Community and...
Tags: roi, loyalty
Posted Monday, January 5, 2009 at 03:09 PM by Norma Watenpaugh
Have you read a book in the past year that made an impact on you and how you manage alliances and partnerships? Could even be one you've written!! Here are some that I read this past year which I found had relevance to the field of alliance management. NOT listed in any order other than how they...
Tags: alliances, reading, list
Posted Monday, December 15, 2008 at 10:18 PM by Norma Watenpaugh
Is it time to reevaluate your alliance investment? Do you have the right partners to weather the economic climate?
Are you retaining the right partners to ensure you have a strategic advantage when the thaw comes?
Regular portfolio rebalancing is a best practice even in good times...
Tags: alliance, strategy, challenging, times, rebalancing, portfolio
Posted Sunday, December 7, 2008 at 08:32 PM by Norma Watenpaugh
Plans for Strategic Alliances on the Rise
Nearly one-third of consumer products companies plan to forge new strategic alliances in the upcoming 12 months (30 percent), up 8 points from the second quarter of 2008 according to Pricewaterhouse Coopers
NEW YORK, Dec 4, 2008» View Full Post and Leave Feedback
Posted Thursday, November 27, 2008 at 09:44 PM by Norma Watenpaugh
Have you rethought your alliance strategy in terms of what new opportunities lie ahead? Are you prepared to find the opportunity in disruption? We can assume that business as usual is not going to work in today's volatile economic climate because business has become unusual. Yet, disruptive...
Tags: strategy, realignment, opportunity
Posted Monday, October 13, 2008 at 11:17 PM by Norma Watenpaugh
Strategic alliances are often viewed as a strategy for growth and perhaps not always a strategy for economically challenging times. But many of the reasons that make strategic alliances a good idea in good times make them an even better strategy for uncertain times. What are these reasons to partner...
Tags: strategic alliances, importance
Posted Sunday, June 1, 2008 at 11:17 PM by Norma Watenpaugh
What do you think of, when you think win-win? Most business people will interpret that as "I win and my partner wins". Unfortunately quite a number will behave differently: "win-win means I win twice!" This, as you can imagine, does not produce sustainable partnerships. Smart business people will...
Tags: partnering, growth
Posted Friday, April 25, 2008 at 11:17 PM by Norma Watenpaugh
The April meeting of the Silicon Valley/Norcal Chapter of the Association of Strategic Alliance Professionals featured a panel discussion on Coopetition. It turns out to be as hard to pronounce as it is to do. The panel often...
Tags: alliances, cooperation, competition
Posted Friday, March 28, 2008 at 11:17 PM by Norma Watenpaugh
"Collaborative Innovation: Leveraging Strategic Partnerships for the Global Playing Field" Sunday, March 30, 2008BlogTalkRadio: www.BlogTalkRadio.com/CoachforInnovation...
Tags: partnering, innovation
Posted Wednesday, February 20, 2008 at 11:17 PM by Norma Watenpaugh
A successful alliance program begins at the top with the support of the CEO. Like many other things, the CEO influences company culture, models the behavior, and sets the priorities in collaborative relationships. CEO support and that of the CXO staff fosters the environment where alliances can...
Tags: partnering, success, alliances, secrets
Posted Sunday, December 2, 2007 at 09:14 AM by Norma Watenpaugh
Does your organization have a clear discipline in determining which strategy to pursue to achieve an objective? Build? Buy? or Partner?
If you answered, NO - you are in the majority. Unfortunately. A few organizations do, however, and one Proctor & Gamble has had excellent results...
Tags: partnering, build
Posted Wednesday, September 19, 2007 at 07:16 AM by Norma Watenpaugh
This is a question I am frequently asked and one for continual debate. As far as I know there is very little published work on this topic, only fleeting references on the challenge. My opinion: there is no perfect answer but the best answer relates to what are you trying optimize?
Tags: partnering, reporting
Posted Tuesday, September 11, 2007 at 07:49 AM by Norma Watenpaugh
In the Eight Secrets webcast, we reviewed some research data indicating that higher performing companies were extensive collaborators.
Here I'd like to share some thoughts behind a fundamental change in attitude towards collaboration and partnering that I've seen in past few years. Some...
Tags: partnering, collaboration
Posted Friday, August 24, 2007 at 07:53 AM by Norma Watenpaugh
One of the major efforts I have been part of this past six months is developing a certification exam for alliance professionals for the Association of Strategic Alliance Professionals. Consumed, may be a better description of the time and effort that has gone into this initiative. The alliance with...
Tags: partner management, certification
Posted Sunday, August 19, 2007 at 06:36 PM by Norma Watenpaugh
With great relief, I can report the "Eight Secrets" webcast went well. The producer and technical staff at AMA made it easy. The producer commented it was well attended and one of the best received webcasts they have done in terms of the feedback survey results. Whew! Here is one of the viewer...
Tags: partnering, webcast
Posted Saturday, August 11, 2007 at 10:29 AM by Norma Watenpaugh
Launching a blog for Phoenix Consulting Group in the midst of Pottermania has been a hoot, to steal a phrase from Hedwig. Looking for a blog name, I investigated everything Phoenix and found everything Harry Potter. Trying to get clever, I tried the current spelling Phoenix Pheathers which...
Tags: blog, business development, interation, collaboration
Posted Wednesday, November 30, -0001 at 12:00 AM by Norma Watenpaugh