Gartner Research

Tech Go-to-Market: Indirect Channel Trends and Three Activities to Focus on in 2017

Published: 14 November 2016

ID: G00318701

Analyst(s): Mark Paine

Summary

Increasing buyer expectations and widespread enterprise digital transformation place demands on technology business unit leaders to enhance their channel programs. Customer experience is key to improve sales effectiveness, with more focus needed on partner sales capabilities and marketing.

Table Of Contents

Analysis

  • Introduction
  • Attract and Inform — Improve Partner Marketing, and Help Partners Reach and Keep the Customer
    • Positioning and Messaging
    • Lead Nurturing and Scoring
    • Digital Marketing and Content
  • Propose and Close — Improve Customer Experience With Prospects on Presales Activities
    • Bid Support
    • Presales Technical and Industry Support
    • Co-selling and Ecosystem Development
  • Measure and Retain — Focus on Customer Experience
    • Buying Cycle Now Includes the Owning Cycle and Beyond
  • Conclusion

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