Go-to-market (GTM) strategies are essentially plans on how to effectively introduce your product or solution to your ideal audience In an ideal world, you want to bring your product to market with as little risk as possible, hoping to create a...
Why you should be focusing on your partner communication
Communication is as much a science as it is an art. Sure, there’s a healthy dose of art to the way we write, speak, or even make PowerPoints, but if you spend all your efforts on these aspects you can neglect the real reason you’re communicating in...
Why Creativity Plays a Crucial Role in Building Joint Value Propositions
The success of a channel marketing strategy relies heavily on the strength of the joint value proposition (JVP). Think of it this way: a compelling JVP doesn’t just showcase the benefits of a product or solution. It also demonstrates how the...
Why Creativity is Your Greatest Asset in Driving Partnerships and Engagement in the Channel
What comes to mind when you hear the term ‘B2B marketing’? We’re willing to bet that you imagine some kind of safe campaign led by a numbers-driven, analytical strategy. One that’s been carefully thought out before going through several rounds of...
Customer-Focused Content Creation: Solutions Over Sales Pitches
Your buyers are looking for solutions, not sales pitches. It should go without saying that your buyers are looking for solutions to their problems. Most businesses already understand this, they research customer pain points, conduct testimonials,...
How Creative Partner Engagement is Driving Revenue in the Cloud and ISV Space
In the highly competitive world of cloud vendors and independent software vendors (ISVs), traditional approaches to partner engagement are no longer enough to drive results. More businesses are embracing creative strategies to keep their partners...
Do you really ‘need’ an agency?
You’ve likely heard the phrase, “doing more with less” a lot in the last couple of years. With growing global economic uncertainty and marketing budgets still below pre-pandemic levels, marketing teams, and partner managers are looking for ways to...
Unlocking the Potential of TCMA/TPMA
In the ever-evolving landscape of modern business, the importance of Through-Channel Marketing Automation (TCMA) and the anticipated shift towards Through-Partner Marketing Automation (TPMA) is becoming increasingly evident. However, the true power...
What if vendors pressed ‘delete’ on traditional partner programs?
Rethinking the partner programme What if vendors simply stopped running partner programmes the way they always have? This feels less like a wild idea and more like a likely shift over the next couple of years. Today’s model is full of rules, tiers,...