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Marketing Essentials: How to Communicate With Channel Partners to Drive Higher Levels of Performance
22 December 2009
 
Tiffani Bova   Richard Fouts   Laura McLellan  

Investing in the right partners is an effective way for providers to reach customers and to fuel growth, share and business advantage. However, existing partners vary significantly in the current and future value they contribute to the provider's bottom line.





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Table of Contents

Contents
  • Analysis
    • 1.0 Introduction
      • 1.1 Audience
      • 1.2 Challenges
    • 2.0 Background and Context
      • 2.1 What Are Partner Communications?
      • 2.2 How Are Partner Communications Handled Now?
      • 2.3 How do Communications Fit Into the Larger Partner Relationship Management Picture?
    • 3.0 Best Practice
      • 3.1 Step 1. Planning
      • 3.2 Step 2. Categorize Partners
      • 3.3 Step 3. Design a Tailored Communications Plan
      • 3.4 Step 4. Monitor, Report and Adjust
    • 4.0 References
    • 5.0 Conclusions
  • Recommended Reading
Tables
Table 1.
Example of Simplified Partner Performance Matrix
Table 2.
Example of Partners Categorized by Share of Wallet
Table 3.
Example of One Provider's Guidelines by Partner Category Used to Build Partner Communications Plan




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Resource Id: 1264614