Tired of the Channel Cha-Cha?
Partners want to generate leads. They want to close deals and maximise every opportunity. By definition they are the hunters of the Channel, but with their elevated sales prowess often comes a skill gap and willingness to ‘do marketing’.
So why does the Channel insist on calling it ‘marketing development funds’? On the surface it seems obvious, invest in the areas partners often lack resources and ability, and let them concentrate on what they do best.
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Therein lies the problem. Simply giving them funds to ‘do marketing’ could be likened to giving a 6 year old paints and a canvas and expecting a Van Gogh (arguably neither can listen very well).
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Partners rarely have the skills, resources, or the time to effectively market the desired messaging to their customers, and often the level of execution can sit below the expectation of the vendor.
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But, alas, the cycle repeats. Yes there’s variations of the formula, and sometimes Vendors or Distribution even try to give partners a helping hand with brandable assets, but ultimately these sharply honed hunters, by their own admission, even struggle with PowerPoint so how are they going to add a logo, host images and resources on a server, insert hyperlinks and customise content on an HTML email. Let’s not even get started with Photoshop…
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SO what if the Channel stopped viewing it as MDF and thought of it as LDF – “lead development funds”?
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What if we stopped asking Sales minded partners to “do marketing” and instead empowered them with everything they needed, to your exacting standards and well crafted messaging BUT with THEIR branding, contact details and links, all ready to use – and let them excel at selling. That’s basically the outcome we want isn’t it?
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And what if it was all completely automated so they didn’t have to do anything… and neither did you?
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And… what if that automation costs you nothing until it proved its worth?
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Yep, you’ve guessed it, we’ve created something that does all of that and MUCH more, can we show it to you?
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Let’s all stop doing the Channel Cha-Cha and start doing the Lead Gen Lambada.
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