Sibling Rivals Channel Maven’s Heather K. Margolis and Channelnomics' Larry Walsh Dish on Channel Marketing
Heather K. Margolis, the founder of Channel Maven and Spark My Channel, joins Channelnomics’ Changing Channels host Larry Walsh to discuss how marketing to and through channel partners is changing and what most technology companies get wrong.
If you want sales, you need to start with marketing. It’s a well-worn refrain in the channel that partners are subpar at marketing. According to Channelnomics research, between 60% and 80% of partners have no marketing plans, and the majority lack marketing capabilities. Such shortcomings necessitate that vendors pick up the load for producing materials…
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