Jade Surrette, a 20-year solution provider marketing veteran, has joined The Channel Company as vice president of PartnerDemand Services.
Surrette, who for the past seven years has been senior director of marketing for Connection, No. 22 on 2017 CRN Solution Provider 500, joins a growing team focused on helping solution providers generate sales leads through digital marketing.
Surrette possesses a deep understanding of the channel – from the solution provider and vendor perspectives – and knows how to effectively collaborate with them both to drive sales growth, said Robert Faletra, CEO of The Channel Company, the parent company of CRN.
"Jade's first-hand experience building lead-generation programs that are measurable and quantifiable is going to be invaluable in building digital marketing campaigns that meet the specific objectives of both the vendor and partner community," Faletra said. "We are very excited about her joining the PartnerDemand Services team."
At Merrimack, N.H.-based Connection, Surrette was responsible for generating sales leads, extending brand reach and driving overall revenue growth for the $2.7 billion solution provider.
In her new role at The Channel Company, Surrette said she will be focused on expanding relationships with vendors and solution providers, enhancing and evolving the PartnerDemand Services portfolio, and optimizing partner performance.
"From an evolution perspective, digital marketing and account-based marketing is really where the channel is heading," said Surrette. "There is a tremendous opportunity for vendors and solution providers to go deeper and wider in terms of digital marketing strategies that will help them be at the right place and the right time in front of the right audience with the right message."
Surrette said she sees PartnerDemand Services crafting laser-focused solutions-based messaging that directly addresses pain points at the optimal step in the buyer's journey.
"That's really the key," she said. "Instead of taking a broad approach, you need to do targeted marketing with the right message to hit the right customer at the precise moment when they are looking for a solution," Surrette said. "A majority of IT decision-makers are doing a ton of research prior to even engaging a sales representative. It's critical from a digital and content marketing perspective to ensure you're in the right place at the right time."
Surrette said it is an honor to be joining The Channel Company given its long history and channel presence and expertise. "As a newer part of the business, it's exciting to see what PartnerDemand Services has already been able to accomplish in a short amount of time," she said of the three-year-old business unit. "The energy is contagious. I'm looking forward to helping both vendors and partners be successful building and executing digital marketing campaigns."