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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Social Seller Journey: Engaging Today’s Digital B-to-B Buyer

Posted by Brandon Mills on Mon, Apr 11, 2016

This is the seventh post in a series based on a ZS social selling survey of 125 sales leaders.

As has been well documented through recent research, social media is changing the way that B-to-B customers buy: 75% of B-to-B buyers are influenced by social media, according to Frost & Sullivan; 74% of B-to-B buyers conduct more than half of their research online before buying, Forrester Research has reported; and 57% of the purchase decision-making process is completed before a customer engages a sales rep, according to CEB.


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