Intel Raps Marketing Drum In Drive For Double-Digit Channel Growth


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Intel is launching a new vertical partner marketing offensive to drive double-digit sales growth in the channel this year.

The Santa Clara, Calif.-based company launched the new Market Smart initiative at the Intel Solutions Summit in Dallas this week, equipping partners with content and training tools to grow their customer base in vertical markets.

"The idea is to take all this great vertical content, package it up and provide turnkey marketing solutions [to partners]," said Brian Fravel, vice president of North America marketing at Intel. The aim, said Fravel, is to make it as "simple as possible" for partners to spend more time in the sales trenches selling rather than trying to build their own marketing materials.

[Related: Intel Solutions Summit: 10 Blockbuster Technologies To Boost Business]

In addition to marketing banners, content and training materials, Market Smart will equip partners with sales playbooks and other information to help them close complex deals in vertical markets like health care and education.

The marketing content involves vertical-specific research inspecting trends, opportunities and threats in marketplaces, which partners may not have the time to conduct on their own, according to Fravel.

For instance, there may be specific regulatory and compliance standards in vertical markets that partners must be aware of in order to be successful.

"The way, the market's technology decisions are being made by line-of-business decision-makers, so you need to go into a health-care system and talk about why it benefits the administrators and doctors, not why it benefits the IT guys," said  Fravel.

In addition, Intel will be launching Elevate, a new sales and marketing campaign to cover "everything from servers and CPUs to desktop, mobile, network and storage," said Fravel.

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