Rethinking To-Through-For-Channel Marketing

For several years as a research analyst focused on B2B channels, I conducted dozens of benchmark studies that closely examined how channel marketers…


Necessary Risks? Skydiving for Channel Technology

Skydiving. It’s something people love or hate. You can imagine the expression of a first-time skydiver at the foot of the take-off door, facing that…


People, Process, and Platform = High-Performance Wins

It’s the season for spring sports. Zifters debate over the Stanley Cup in breakrooms and Slack channels and watch kids’ soccer and baseball games.…


Measure the Health of Your Channel with Assessments

When something isn't right, whether it's your car, your pet or yourself, you're likely to have it checked out by an expert who can diagnose the root…


Misalignment Mayhem: Defeat Your Channel Challenges

What problems are hitting your channel program hard? Do you feel up against the ropes due to misalignment between Channel Sales and Marketing? Maybe…


Think Again: Using Predictive Analytics and ABM to Your Advantage

How can you implement Account-Based Marketing (ABM) and make smarter, more predictive decisions in your channel program? Bring your program into the…


How Are High-Performing Partners Getting Ahead?

I sat down on the Heads in the Cloud podcast with hosts David Portnowitz and Graham Potter to talk channel shop. The guys on the podcast know what…


5 Marketing Best Practices for Your Channel Program

Recently, I presented at Viavi’s Americas Partner meeting, and I’ll be covering part of what I talked about there in this post. In short, my…


Two Sides, One Reality: Overcoming Branding Changes in the Channel

  Marketing isn’t easy in B2B channels.  Branding efforts can be even tougher. Working with  suppliers over the past 12 years, running thousands…


GDPR and the Channel: We’ve Updated Your Marketing Policies

  “We’ve updated our privacy policy.” How many times have you seen this message in the past month? And how many have you deleted without even a…