Marketing in itself has become the most important component of the infrastructure and strategy of B2B technology firms. Simply put, if you’re not investing your marketing dollars wisely, your company won’t grow.
One of the central aspects of growth in 2019 is having not only a valuable and unique value proposition, but a dynamic and well established chain of partners that connect your product to your current as well as potential customers. Your channel of value added resellers and distributors can be the determining factor of building your brand from a small business to a large or even enterprise level company over time. Examining the current successful companies with channel partners which were crucial to their respective success stories is a great place to begin your research for building and planning your channel. There are 3 distinct elements which are present in a robust alignment of channel partners, and they should be at least considered before building yours.
In order for your channel community to thrive, they need your support. One of the best ways you can do this is by helping to bolster their marketing initiatives. This may include infusing market development funds, providing marketing content, and taking a more hands on approach to their overall strategy.