Successful strategies in channel demand gen
IBM channel partner or ISV? Click here to download The Five Best Marketing Pay-Offs for 2004.
Got vision?
Vendors are building short-term curb appeal, long-term lock-in
On demand. Adaptive Enterprise. Information lifecycle management. These are terms invented by their owners to articulate a vision for customers. You can’t go to IBM, HP, or EMC respectively and purchase any of these because, as the companies will tell you, they are not products—they are a journey. So, what are customers buying? The vision. And when customers commit to a vision, they stay with it for a long time. At least that’s what every vendor is banking on.
Let’s be clear—these are not your traditional advertising campaigns—here today, gone next year. Founded on a strategic core that has redefined the entire marketing and positioning of complete brands and multi-billion dollar portfolios, these messages are built-in response to the changing economic cycle from recession to rebuild.
With a couple of bucks in their pockets and the expectations for more, customers are now shopping for the company or companies that will take them to new heights in performance and profitability. And since they can’t buy it all today, why not sell pieces and a vision that will lock them in for the long haul?
It’s a strategy that’s working. Case studies and testimonials no longer focus on piece-meal solutions; they report companies buying the vision and highlight both a preliminary implementation and the planned long-term goal. As such, a new level of vendor lock-in is being created—particularly at the enterprise level—that will impact sales and marketing strategies for years to come.
What does this mean to you?
If you’re selling into the enterprise space, the decision before you is clear: Do you “build or buy” the vision to be marketed to your customers? If you partner with one of the industry giants whose own vision is gaining momentum, you’ll likely find it most cost effective to synchronize your own messages to parallel theirs. If you are an industry giant and you haven’t gotten around to your own vision yet, consider the key metrics that are stimulating the need for such creativity:
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Trusted Partner. Customers have more at risk than ever, so they’re looking for someone with which to share. The role of “vendor partner” has never been more desirable than it is today. Messages need to speak to your role in their future and the sustainability of your own organization.
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Trusted Advisor. Not only do you have to offer best in class products and solutions, but your people also need to be able to speak the language. Thought leadership on business and technology issues is rapidly gaining momentum as companies look for validation and support for decisions.
If you’re selling into the SMB space, remember that successful strategies in the enterprise space will quickly make their mark in your backyard. IBM, for example, makes it clear that on demand is for every company that intends to grow. While you may be feeling less pressure today, you must decide if you intend to lead or follow tomorrow. What’s more, there is a financial exposure for those who don’t participate.
Get Launch!
If you’re one of the many who is struggling with how to incorporate vendor messages into your own or who needs to upgrade your existing messages and vision to be more aligned with today’s changing economic cycles and buying trends, Launch can help.
We’ve worked with dozens of VARs, ISVs, and vendors to elevate their messages, elevator pitches, and campaign strategies to be more effective and produce results. For more information, contact Jody Canavan at 215-230-4340 x108.
