Demographics Be Damned: Three Steps to Optimizing Your Marketing Strategy

Posted by Chengappa Kodira on Wed, Sep 13, 2017

Nowadays, we often hear of millennials as a target demographic for growing markets and companies alike, and rightfully so. Representing nearly a quarter of the U.S. population, millennials also make up a larger chunk of the population than baby boomers and command significantly higher spending power, spending about $200 billion each year in the U.S., according to Nielsen. But a straightforward approach to targeting millennials may not be optimal. Why? Put simply, people’s purchasing decisions aren’t necessarily tied to a single demographic identifier.


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Breaking the 'Channel Laziness' Cycle

Posted by John DeSarbo on Mon, Sep 11, 2017

In my last post, I explored the causes of “channel laziness,” a common side effect of high-tech manufacturers’ efforts to create indirect sales channels to reach small- or mid-market businesses. Unfortunately, some manufacturers that leverage partners to reach customers who are difficult to cover through direct channels struggle to achieve desired channel productivity levels due to partner over-reliance on the support provided to them. In effect, partners become lazy, unwilling to invest in the resources and competencies that are required to play their intended role in manufacturers’ go-to-market strategies.


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Three Common Causes of 'Channel Laziness'

Posted by John DeSarbo on Thu, Sep 07, 2017

Most high-tech manufacturers establish channel partnerships that provide an important route-to-market for the mid-market or small-business segments. These partnerships help manufacturers reach key customers in geographies that are often difficult to cover with direct channels. Unfortunately, many manufacturers who choose this strategy are struggling with a challenge that I call “channel laziness.” Channel partners who manufacturers count on to both acquire and grow customer relationships are not achieving expected productivity levels and are reluctant to invest in new sales and marketing capabilities. This reluctance and, in some cases, ambivalence regarding high-tech manufacturers’ efforts to enable improved partner performance leads to high sales costs, missed opportunities and stagnant growth.


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Three Lessons From Amazon Prime Day for B-to-B Sales and Marketing Leaders

Posted by John DeSarbo on Tue, Aug 01, 2017

On July 11, 2017, with much hoopla and fanfare, Amazon held its third annual Amazon Prime Day sale. During the yearly sale, which originally was held in 2015 to celebrate Amazon’s 20th anniversary, Amazon Prime members are offered discounts on a broad range of goods, from everyday household products to fashion merchandise to high-tech devices. The promotion comes during a traditionally slow period in the retail calendar, right in the middle of the dog days of summer before the back-to-school shopping season begins.


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