Do You D-Gen It Alone or Get Some Help?By Dylan Charles | Posted 2007-05-15 Email Print
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VARs have a choice these days: Do demand generation on their own or rely on their partners to get it right.
As vendors catch on to the idea that marketing with their solution partners yields better results than marketing around or through them, solution partners are suddenly faced with a choice: How should I prioritize my investment in (and even choose to work with) leading vendors based on their channel marketing acumen?
Top vendors such as Cisco, HP, EMC and others are beginning to get it. No longer leading with cold leads or programs that an SP can download (self-service model) from a Web site, these vendors are extending their marketing prowess and process to the SPs to create compelling SP and vendor marketing programs.
So how's an SP going to separate the wheat from the chaff to ID the vendors who really get it and can make a difference? Here are our top seven indicators that SPs should be on the lookout for when evaluating current or prospective vendor channel marketing efforts. Any vendor doing at least five of the seven items on the list below warrants greater investments from SPs, at least from a marketing point of view.
What it really comes down to is that the vendor needs to demonstrate that it is willing to step up to the plate and support the SP with marketing initiatives, rather than just asking the SP to conform to the vendor's marketing vision. Effective co-marketing is only the first step in this process, which also relies on effective partner enablement and support.
Allan Adler and Dylan Charles are partners at Crimson Consulting Group, a marketing strategy and implementation consulting firm serving technology vendors and service providers.