Zift’s latest eBook is Unlocking the 6 Secrets of High Performance Channel Marketing. In this Channel Chatter series, we’re providing a sneak peek into the eBook by unveiling a little insight into each of the six secrets that leading channel programs are using to achieve unprecedented levels of success.
Build a Culture of Account-Based Marketing
Consultant, educator and author Peter Drucker famously said, “What gets measured, gets managed.” Perhaps nowhere is this more true than in channel marketing. Enabling partner demand creation and empowering channel success take more than providing sales collateral and marketing assets to partners. To truly succeed, you must employ our channel marketing secret #5: Count on measurement. That means establishing a strong culture of account-based marketing and providing an end-to-end structure that fosters visibility and trust while measuring results.
Overcoming Trust Barriers and Enhancing Visibility
Many channel suppliers have now closed the analytics gap and overcome familiar trust barriers with partners by using Through Partner Marketing Automation (TPMA). In the past, these vendors had a one-sided view of statistics and numerical results – and partners were reluctant to share their data.
With TPMA, vendors can easily establish an end-to-end infrastructure that protects partner data, enables partner demand creation and enhances visibility and measurement on both sides of the channel and across the entire sales pipeline.
Keep a Finger on the Pulse
Today, HPE Software is able to keep their finger on the pulse of partner activities and partners can protect the data they want to shield from them while still accelerating the sales cycle. Structure is key to enabling measurement and the impact of TPMA on HPE Partner ResultsPositive is impressive. By connecting TPMA directly into ResultsPostive’s CRM system and enabling a more holistic, integrated approach to channel marketing efforts, ResultsPositive:
• Captured 48 to 1 ROI
• Delivered more than $325K in Sales Pipeline within 9 week
• Increased CRM usages by 60 percent
• Shortened lead lifecycle time by 25 percent
You can read the full case study here.
Clearly, counting on measurement works for both suppliers and their channel partners. To learn more about measuring results and refining tactics to meet key goals, read Zift’s latest eBook: Unlocking the 6 Secrets of High Performance Channel Marketing.
