… the steps listed in Bullseye Marketing, what I call an intuitive marketing program.
Companies that start with Phase 3 programs (as many uninformed ones do) are likely to throw up their hands after a few months and say, “We knew marketing doesn’t work for us.” But by using the approach I’ve outlined, they can have some quick wins, build confidence and go on to marketing success.
After educating partners on these marketing fundamentals, vendors and their marketing partners can support channel partners on their marketing execution by:
While procuring these execution services may seem to be the responsibility of the partners – paying for them could help the partners put skin in the game — some vendors will want to pay for them for their best partners.
This isn’t a silver bullet — just the education phase and executing on steps in Phase 1 will take some time. But, as enterprises have shown for decades, those companies and partners that prioritize marketing can generate significant incremental channel revenue.
Louis Gudema is the president of revenue & associates, and helps companies grow faster by helping their channel partners grow faster. He is the author of Bullseye Marketing, which is available on Amazon. Follow Louis on LinkedIn or @LouisGudema on Twitter.
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