Drive Your Channel Productivity Globally

More and more vendors are focused on an indirect sales (channel) model. Beyond the initial stages of fulfilment and support engagement, a major activity for these vendors is lead management. Channel marketing software can be a big help when it comes to lead generation and management. In this article, we will explore a variety of lead generation and management techniques that companies can pursue using channel marketing software. Channel marketing software focuses on three core sets of activities: marketing to partners, marketing through partners and marketing with partners. The latter two activities are focused primarily on lead generation, which typically entails generating demand from a partner’s installed base of customers or getting new prospects into the partner’s and company’s pipeline.  We will explore in more detail the tactics partners can use to drive lead generation from their installed base and net new prospect segments. But before we do that, let’s take a few minutes to consider some tactic