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Technology marketers must deal with a dynamic and complex mix of channels and channel issues. How do I coordinate my VAR channel with key ISV partners? Are there any new specialist channels that can help us enter emerging market segments? Do I open up distribution for my formerly new product now that the market is maturing? The Changing Channels newsletter addresses changes in technology channels themselves, and the frequent changes technology marketers need to make to keep their channel strategy up-to-date.
Changing Channels is a key source of ideas for technology marketers that want to poke their head above the digital trees to see the digital forest. Unlike channel newsletters that clog your daily inbox, Changing Channels looks at strategic channel issues-managing channel conflict, navigating the market life cycle, entering new markets- that keep technology marketers up at night. The newsletter draws from our 20+ years of technology marketing augmented by the critical questions posed to us during current client engagements.
Over the last ten years, the industry has seen boom and bust; consolidation of distribution and retailing channels, but the continued fragmentation of value-added channels. To shape channel behavior, manufacturers have turned to tiered channel programs driven by certifications and value-based compensation. Manufacturers are now looking to push beyond shaping behavior to shaping outcomes. Upcoming issues of Changing Channels will help readers define the outcomes and seek the levers that affect outcomes.
Changing Channels is written for sales and marketing executives, divisional presidents, channel marketing managers, product managers and business development professionals. It addresses the needs of technology marketers regardless of channel - from OEM to direct marketing reseller, from integrator to ISV. Changing Channels is written by Bob Segal, the leader of Frank Lynn & Associates' Technology Industry Practice (TIP), with input from other TIP members. Click here to receive future issues of Changing Channels.
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| October 21, 2010 |
| Professional Sales Channel Management |
Using proven management tools, frameworks and methods to prepare channel managers to drive sales and market share through indirect sales channels.
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