Case Study # 8
Revenue with a New Channels Marketing Program
Existing Educational Services
business from a major computer vendor's Reseller channel was very
small. When compared to the percentage of channels business from
the overall hardware and software business, it was clear that this
services business was underperforming. In addition, major resellers,
including distributors and Value-added Resellers, were complaining
about the difficulty of selling training services and products.
Carol Monaco interviewed key resellers and sales people to better
understand partner needs, and we also examined existing reseller
contracts and processes to identify areas for improvement. She then
created and implemented a comprehensive marketing program, which
included a straightforward pricing model, simplified administrative
processes, and a detailed promotional campaign. The promotional
campaign included direct mail, sales tools and sales training.
Services revenue from the
reseller channel tripled in one year from $.5M to $1.6M. Partner
participation increased from 16 to 85 the first year. The program
was so well received that it was used by a model for other divisions
in the company, to improve their revenue from resellers.
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