Channel News

While everything old is obviously NOT new again about the solutions and services that IT buyers are seeking or the way they shop for them, channel organizations continue to struggle with same ol’ same ol’ challenges. In its 2020 State of Partnering report, PartnerPath, a consulting firm, identified six major trends that are shaking up the way vendors and their partners need to go to market, clearly making the case for “Remaking The Channel.”

In a socially distant conversation, Diane Krakora, CEO of PartnerPath, shared some insights into the report with Channel Marketer Report.

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Channel partners and dealers in the manufacturing industry are spending substantially less on marketing than a cross-industry average, according to data collected by BrandMuscle, a provider of integrated local and channel marketing solutions.

The shortfall in spending was partially attributed to a lack of confidence among channel partners and dealers that brands are properly committed to the marketing programs they provide. A considerable number of channel partners say that the marketing programs provided to them by manufacturers are missing core components and tactics. Furthermore, they feel marketing programs are scattered, and rarely integrated.

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Five strategies to kick off a new ‘roaring twenties’

It’s happened again… with Thanksgiving, Christmas and New Year celebrations you have over indulged and are still recovering from the party hangovers (we won’t tell). The obligatory New Year resolutions have been made and no doubt include health and fitness goals to help you become stronger and improve your well being. According to research from the University of Scranton, 77% of us make these resolutions yet only around 8% of us achieve goals in a timely fashion. In fact, by January 12 most of us have given up entirely!

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