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Whether you’re just starting to explore how to grow and maximise your partner channel, or you’re on the front lines of expanding mindshare and precision targeting, we have insights for you.

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Why Your Marketing Can't Be
Why Your Marketing Can't Be "Always On" To Every Partner
Our world has been almost exclusively online since March 2020. Every vendor has a limited supply of funds, people, time and support. There is a reality check needed. You cannot be always on for every...
At HPE, Data Helps Find Sharpest Needles In Partner Haystack
At HPE, Data Helps Find Sharpest Needles In Partner Haystack
Laura Seymour, Senior Director, Global Partner Marketing & Operations at Hewlett Packard Enterprise (HPE), and the company’s regional channel teams are using more data and the insights it creates to more...
Partner Sales: Identifying Revenue Growth Hotspots
Partner Sales: Identifying Revenue Growth Hotspots
The way companies buy technology services – and the way channel partners need to position, market and sell them – are changing rapidly. All-digital buying interactions are becoming the norm, and...
Five Steps to Successful Channel Partner Recruitment. I Am In!
Five Steps to Successful Channel Partner Recruitment. I Am In!
3.1415927. The value of the mathematical constant Pi. Easily remembered with the phrase ‘How I Wish I Could Calculate Pi Exactly’. The letter count in each word gives Pi.
Partner Marketing Battlegrounds: Nurturing Digital Partner Winners
Partner Marketing Battlegrounds: Nurturing Digital Partner Winners
  In most developed economies, the term ‘digital native’ is already beginning to sound a little old-fashioned. The vast majority of people in these markets are already very comfortable with digital access...
Stop Wasting What You Know of Your Partners When Growing Your Channel
Stop Wasting What You Know of Your Partners When Growing Your Channel
  Are you missing a trick when looking to grow your business in the channel? We all collect a lot of data every single day, sometimes without even realising it; but are you truly using the data that you...
Enabling Partners For Through-Partner Marketing Success
Enabling Partners For Through-Partner Marketing Success
In this blog post we’re looking at partner enablement, and particularly at through partner demand generation. This is the final part of our four-part series on partner recruitment and sales activation.
Keeping It Real: Human Connection Matters in Partner Marketing
Keeping It Real: Human Connection Matters in Partner Marketing
  There was a time, not too long ago, when we thought we could automate almost everything in the partner marketing world. AI-driven campaigns could be rolled out and deliver meaningful, measurable results...
Why it’s Important to Segment your Channel
Why it’s Important to Segment your Channel
  Technology vendors, with channels, should segment their partners. It’ll lead to more revenue and better channel stickiness. It’s a bold, but correct, statement. Let’s set something straight. When I talk...
Maximising the value of your marketing spend
Maximising the value of your marketing spend
  Through channel marketing is complex. With multiple grey areas around who funds what, who spends what, how it is spent and if there’s a tangible return; these are all issues that have been bouncing...
The Accelerating pace of Marketplace
The Accelerating pace of Marketplace
  I became interested in marketplaces a few years ago, as clients and distributors began the move to cloud and everything delivered as a service. I wrote a blog then about how they were interesting but...
The electrician and the channel
The electrician and the channel
  I’m a sucker for home automation and the devices that make it possible. From thermostats to light switches, smart outlets to sprinkler controllers and so on, I can’t stop obsessing about all the cool...