![]() ![]() Suppliers and their partners must reshape messaging for marketing and sales campaigns to drive new demand for different audiences.Ĥ. New Solutions: The emergence of the cloud and other solutions has revamped some vendors’ go-to-market strategies and overall product portfolios. Strategic Supplier Alliances: Through this form of channel partnership, two large suppliers have to market through two different sets of channel partners, making overall alignment and visibility into operations more difficult to streamline.ģ. ![]() Factors such as language and exclusivity are driving organizations to implement partner-led demand processes.Ģ. Geographic Expansion: “As companies look at their current business, they look at how they can implement it in EMEA, Latin America, and other areas, and we all know it’s never the same,” Gonzalez said. The four factors that are motivating organizations to rethink their channel demand strategies include:ġ. “In order to do this, we have to look at the organizational functions that must be in place to create this form of demand.” “The concept of partner-led demand starts popping up,” Gonzalez said. Gonzalez shared best practices on how to revamp the roles and functions of third-party sellers during the SiriusDecisions Summit session titled: “Shaping The Channel Demand Organization.” However, due to multiple changes taking place in the market, channel-centric organizations must rethink their attempts to drive demand through different types of partners, according to Laz Gonzalez, Service Director of Channel Marketing Strategies for SiriusDecisions. In the traditional channel space, organizations turn to resellers, distributors, and other forms of partners to drive demand. Posted on Jby Alicia Fiorletta in Channel News
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