Marketing 101

That tends to create an environment where there is a deep understanding of the technology and the impact it can have on a customer's business but little knowledge of basic sales and marketing tactics.

Almost the opposite is true of most people serving the role of channel chief or distribution executive, who tend to have a deep understanding of sales and marketing and limited knowledge of the technology. As a result, most people working for vendors don't really understand how much support solution providers need to help market solutions. These vendor executives tend to use carpet bombing techniques to market products in an era when the end customer and channel partner really want to focus on solutions.

The good news is that some vendors are starting to actually hear what solution providers say they need in the way of sales and marketing tools.

IBM, for instance, is now spending about $6 million a year on marketing campaign tools that partners can use for free. Moreover, the campaigns are designed in such a way that the services of the solution provider take prominence over those of IBM. And IBM will even go so far as to negotiate printer contracts on behalf of solution providers, thereby allowing its partners to tap into the kinds of volume discounts that IBM can get from a printing operation or other types of companies that can help with marketing services.

On the sales side, Microsoft has literally written the book. In addition to helping train its partners' salespeople over the Web and in person, the company has published a training manual for technology salespeople that it makes available to its partners.

What IBM and Microsoft are doing is only a drop in the ocean compared to what needs to be done. But to give credit where it's due, these are major steps in the right direction. And it's these kinds of things that create vendor loyalty in the channel.

How are you improving your own marketing and sales skills? I can be reached at (516) 562-7477 or via e-mail at [email protected].