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Changing Channels uncovers what it takes to get the next generation of technology to market. Join Larry Walsh, chief analyst and CEO of Channelnomics, for candid conversations with thought leaders, channel chiefs, and partner executives sharing actionable insights, best practices, and lessons learned in a channel that’s constantly changing. Each episode provides expert go-to-market guidance for enhanced performance in the channel.
Episodes
Tuesday Aug 03, 2021
Tuesday Aug 03, 2021
Heather K. Margolis, the founder of Channel Maven and Spark My Channel, joins Channelnomics’ Changing Channels host Larry Walsh to discuss how marketing to and through channel partners is changing and what most technology companies get wrong.
If you want sales, you need to start with marketing. It’s a well-worn refrain in the channel that partners are subpar at marketing. According to Channelnomics research, between 60% and 80% of partners have no marketing plans, and the majority lack marketing capabilities. Such shortcomings necessitate that vendors pick up the load for producing materials and messaging to promote products and services. Yet partners frequently say the availability and quality of the marketing support they get from vendors is insufficient or ineffective. The evolving use of digital tools to convey messages, identify and cultivate customers, and reinforce value messages challenges vendors and partners to up their marketing game. Successful vendors produce more diverse marketing content, leveraging tools such as through-channel marketing automation (TCMA) and training partners in marketing techniques to produce more fruitful results. In this episode of Changing Channels, Margolis and Walsh revive their long-running Sibling Rivalry chats to discuss what vendors and partners need to do better channel marketing.
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Changing Channels Is a Channelnomics Production
Follow the new @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics – the voice of thought leadership – we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.
Episode Resources:
Host Larry Walsh: https://bit.ly/3beZfOa
Guest Heather K. Margolis: https://www.linkedin.com/in/heatherkmargolis/
Credits:
Production: Changing Channels is produced by Modern Podcasting. For virtual content capture and video-first podcasts, check out http://www.modpodstudio.com.
Host: Larry Walsh https://bit.ly/3beZfOa
Voice-Over: Denise Quan
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