International Expansion for Software Start-ups: The Confluence of Digital and Partner Channels

ANUPAM DASGUPTA | April 21, 2022 | 9 views

Software start-ups frequently express concern about the next step of their worldwide expansion. Depending upon the size and scope of operations, the mantle for creating and driving the go-to-market strategy is with the CEO himself or the sales/marketing head. There could be some cases wherein the Head of Strategy or COO is entrusted with the responsibility of crafting the strategy and overseeing its execution.

For reasons beyond the obvious, some of the immediate references I have in my mind are Indian software start-ups and SaaS companies, in particular. 2021 was the year when the front runners of the Indian SaaS diaspora registered an unprecedented presence on a global scale. It’s not just 2021, though; let’s say for the past five odd years, expansion into the U.S., the U.K. and Western Europe has been on the wish list (almost without exception) of Indian SaaS CEOs and executive management. There is a thrust on entering these markets at an optimum budget. A compelling and relevant digital presence appears to be the obvious answer. Yes? More on this as we proceed.

Let me extend the problem statement a bit further. Any start-up (in almost any country) would like to see a quick return on their investment, while entering new markets can be really expensive. Do you hire local sales professionals to pound the streets? What kind of investment do you need for this? When can you expect to see a return, given that the sales executive will need time to better understand your product and market?  Would hiring a solo salesperson serve the purpose, or do you need multiple salespersons? What kind of support system does he require to succeed in a new market where the competition includes not only larger global brands but also smaller, local players whom you should not underestimate? Would you be able to provide this support system on a remote basis? What kind of budget do you give the salesperson; does he (or she) get to attend all relevant industry events? If hiring a local salesperson sounds too expensive, can senior management fly out to the target geography once a month for that purpose and retain continuity in terms of being in the market and in front of the prospects, consistently? Or maybe just depute a senior salesperson to the target market? Again, what kind of support system and budget would s(he) need? As you have figured by now, there are too many questions, and not all of them have happy or agreeable answers. Cut to the chase; digital presence is the answer, isn’t it? Why do you need feet on the ground? Digital drives demand, and perhaps some of the demand gets converted into deals on a remote basis. Whatever requires higher “touch” can always be addressed by the “once-a-month” trip, isn’t it? Well, more on this as we proceed.

Now, let’s get to the crux of the matter. Digital presence, powered by digital marketing, is effective. I can vouch for this with my experience over the past decade, being at the apex of marketing for various software product start-ups. Here is the deal, though: good digital marketing can build your digital presence so that people find you when they are researching for the right reasons. A smart “outbound” marketing approach can also make its way into the prospect’s inbox (email/LinkedIn) and even get her attention. Add the latest developments to the mix – things like intent data and buying signals can make your outreach even sharper and more targeted. To cite an example, Google Ads and LinkedIn Ads can certainly bring in high-quality leads for you and serve as enablers to elevate brand awareness and brand recall.

Google Ads and LinkedIn Ads have entirely different dynamics, though, in terms of the spending, deal sizes, and ROI you can expect. But that is another nuance altogether, reserved as a separate topic of discussion altogether. Digital marketing can help you generate quality leads in a new market. But that's not the end game; that's just the top of the funnel, and the finish line is at the bottom of the funnel. There is a lot that happens in between.


This is where an effective partner network comes in. A good digital presence and smart digital marketing put you in front of your prospects. But the prospect has so many options, and even if you are operating in a niche market, your brand is unknown. In a B2B sales cycle, the journey from the top of the funnel to the bottom is very layered and complex.  One of the key accelerators in this pursuit is your brand equity. Building brand awareness in a new market is time-consuming and very expensive if you decide to go the route of building regional business development teams, sponsoring local events, etc. This may not be a viable option for most startups. An appropriate course of action is to establish a network of a few trusted partner organizations that are extremely familiar with your service and can attest to your talents and credibility. Consider the following scenario: a partner with two decades of experience in a certain location introduces you to a prospect who may become a client of theirs. The partner assists you throughout the sales cycle and contributes to the development of trust with the prospective client. The digital outreach continues irrespectively, before and/or after the partner has introduced you to the prospect. Of course, the outreach should not be intrusive or repetitive – rather, it should reinforce the efforts of the partner organization. You absolutely must have a proxy sales team that benefits from a strong local network. Given the business viability of the relationship, the partner would have every motivation to make the agreement work for you.

So, is it as simple as that? Well, not really. In my experience, the whole process of identifying suitable partners and coming to an agreement with them on a mutually beneficial commercial model could be very time-consuming. It’s not just that; you also need to enable your partner (their client-facing teams) with your product knowledge. Once it is accomplished, the proverbial "chicken-and-egg" scenario occurs until the first contract is completed. In other words, until the first deal is closed, partners may be hesitant to exert substantial effort. And unless the best effort is made, the initial deal is unlikely.

A mix of a pervasive digital strategy coupled with an effective partner channel can enable a successful foray into new markets without having to go through the trials and tribulations of hiring a local sales team and building a local presence through cost-intensive events and conferences. To each her/his own, as they say, but probably most SaaS startups would want to consider partner channels as the spearhead for new market entry if they already are not.

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MARKETING STRATEGY

Online Multi-channel Marketing: Customer Outreach Redefined

Article | December 22, 2021

Marketers strive to expand their marketing efforts to new channels to connect with their target audience through multi-channel marketing effectively. Channels such as email, websites, social media, display ads, and retail storefronts become touchpoints to connect with customers about their product or service. So, let us delve into multi-channel marketing (MCM) and understand how it helps you elevate your customer experience. Multi-Channel Marketing: A Multiverse of Possibilities When a customer browses a product on an e-commerce website, his social media ad recommendations reflect that. He may also receive a coupon in his email so he can complete his purchase. This is the essence of multi-channel marketing. According to Stellardigital, 72% of consumers prefer to engage with brands and enterprises through multi-channel marketing. With this in mind, businesses use marketing automation for its ability to streamline the complex criteria of MCM campaigns and boost their accuracy. MCM campaigns are sophisticated and detail-oriented in both, one-to-one interactions and broad demographic targeting. MCM facilitates: • Casting a Wider Net: Extensive Reach Marketers can reach a wider demographic through multiple channels. The target audience has a choice to interact with your brand through a medium they prefer and find comfortable. This factor can contribute to conversions. • Creating Multiple Touch Points: Improved Engagement Multiple touchpoints can enrich your marketing funnel and help you collect more data. This data will help you better understand your customers. It can also give you insights into what kinds of promotions work best for your audience. • Unified Marketing Approach: Brand Consistency Continually marketing on different channels ensures that you maintain brand consistency to attract customers. It could be a great way to help improve the reputation of your brand on the market so that your customers continue to buy from you. Hiccups in Implementing MCM Implementing MCM may not be a smooth-sailing ride. Here are some of the issues you might face while carrying out MCM campaigns: • Lack of Control You cannot funnel your audience to a specific medium you prefer. For example, a telephonic conversation may generate more conversions than a website. However, many customers prefer to order online. So, your chances of getting conversions dwindle. • Tedious to co-ordinate Many channels work in tandem in MCM. It is overwhelming to manage cross-promotions and integrated marketing together. Co-ordination might be the biggest struggle on the pathway to MCM success. • Expensive and Time-Consuming MCM campaign management is draining and time-consuming. You might have to hire dedicated staff that can devote time to the campaigns. In addition, MCM can be an expensive endeavor if your goals are not clear. Ensuring MCM Success Despite the challenges, you can execute MCM successfully by following these steps: • Get Acquainted With Your Audience Find out which channels your target audience spends most of their time on. This information will increase the efficiency of your MCM campaign. • Break the Channel Silo Ensure that in cross-promotional initiatives, different media and channels complement each other. • Test Your MCM Campaign Engage control groups to test the efficiency of your MCM campaign to avoid any mishaps and unexpected pitfalls. • Establish Multiple Touch Points Utilize touchpoints like social media, email newsletters, mail-in items and surveys to provide additional information on your product or service to your target audience. Wrapping It Up The biggest advantage of multi-channel marketing is that it reaches out to a broad demographic. It can amplify your marketing campaign’s reach and frequency and deliver your messaging effectively. An example of a successful multi-channel marketing strategy would be Apple. Apple’s physical stores are customer touchpoints that help Apple offer an immersive brand experience without pushing customers to make a purchase.

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MARKETING STRATEGY

Simplify Channel Partnerships with Channel Partner Management Software

Article | December 23, 2021

Channel Partners: Scale Your B2B Sales B2B organizations form alliances with like-minded, goal-oriented channel partners such as resellers, distributors, service providers, vendors, agents, or retailers to increase their market share and scale their growth. Channel partners help organizations venture into new markets, passionately co-sell their products, market their offerings to customers, and achieve revenue through sales. As a result, you can focus on efficiently utilizing your existing resources to innovate and offer exceptional customer service instead of hiring new employees. In a candid conversation with Media 7 about the growth of the partner market. “We're working with some huge brands at the moment, we're giving companies a faster way to start Partner Marketing. Find the partners you want to work with, or the publishers or creators or affiliates, to promote your business.” Sam O’Brien, CFO at Affise How Do Channel Partnerships Drive Revenue? More than 90% of company executives and channel leaders expect to increase revenue directly through their partner ecosystem. (Source: 2021 Annual Channel/Partner Marketing Benchmark Survey conducted by Demand Gen Report and Channel Marketer Report) In a channel partnership, the ground rules for revenue generation are laid beforehand. Channel partners optimize their performance to match each other’s expectations. The revenue in channel partnerships is governed by the type of partnership. Some of the most popular channel partnerships are channel value-added resellers (VARs), service delivery partners, technology alliance partners, cloud service providers, and high-velocity partners. Channel partnerships drive revenue by: Increasing a brand’s market presence through the channel partner’s credibility Leveraging an already established customer base to improve brand recognition Enabling the sales channel using defined processes that accelerate lead conversion Offering a bigger network of connections in the target industry domain A revenue performance management strategy uses partner engagement data from marketing assets that help close deals. It helps you understand how every part of your partner network is performing and which areas need extra attention. You can do this effectively through partner relationship management (PRM). Read on to find out the finer details of PRM. Partner Relationship Management: How to Net on Channel Partnerships? Partnership relationship management is a combination of processes, software tools, and strategies that help businesses optimize their channel partnerships. Channel partner management software usually includes a partner portal, a customer database, and tools that allow businesses and partners to manage leads and opportunities. A PRM system also gives insights into the sales and revenue metrics to understand how well a partnership is faring. You can track inventory, product pricing, operational efficiency, and discounts through a PRM system. Streamlining PRM According to Gartner, PRM has expanded considerably in the past decade. In tandem, the importance of closely managing channel partner performance and partnership processes has increased. A good PRM solution for managing partner relationships takes care of the following parts of a channel partnership: • Partner Recruitment: Score and recruit partners based on an ideal partner profile to kick-start a successful partner program. • Partner Onboarding: Onboard ideal partners to your partner program to increase revenue and enter new markets confidently. • Joint Business Planning: Plan business strategies with partners to optimize partner sales processes. • Partner Training & Certification: Train and certify partners with on-demand product training and onboarding programs. • Partner Enablement: Provide partners with resources like playbooks that are industry-specific, covering sales cycle stages, and product details. • Lead Distribution & Management: Monitor, organize, and score leads based on their categories and assign them to channel partners. • Deal Registration & Management: Get insights into the channel’s sales after partners register their deals. • Marketing Development Funds (MDF) Management: Manage and process MDF applications from partners, tracking payments, and marketing campaign approvals. • Partnership Contracts Management: Manage special provisions, signing, documents, and archiving of partner contracts. With the help of automation, reduce labor costs, limit liabilities, and increase efficiency. • Partner Solutions Marketplace: Connect channel partners with prospective customers through a unified solutions marketplace. • Partner Performance Management: Optimize partner program by analyzing dashboards and reports that show the status of leads, and opportunities. • Communication & Collaboration: Communicate with partners at every stage of the sales cycle. Monitor opportunities and collaborate in real-time with partners about new deals. A great example of how channel partner management software can streamline partner management would be Halodata. As a leading distributor of information security products and solutions across Malaysia, Indonesia, and Singapore, Halodata managed a network of 80 resellers that sold 10 different products. The company invested countless hours into training, deal management, and coordination, which was challenging and affected its performance. Streamlining processes was crucial. It found a solution in Kiflo, a channel partner management software which helped define deal registration, set a clear business plan, and organized resources effectively. Halodata’s indirect sales went up by 33% in a year with Kiflo’s help. B2B Businesses Are Creating a Sales Machine with PRM Software B2B executives are giving priority to consolidating multiple systems into one to provide simplified support to their channel partners. The partner relationship management market size is set to reach $1994.76 million by 2026 (Market Research Future). The changes in digitization, the expansion of businesses in new territories, and the need to create external partnerships to strengthen sales channels are driving the market’s growth. Getting buy-in for PRM is no longer a hassle for B2B executives because they use partner management software for: Achieving productive marketing Providing partners with robust marketing material, implementing an MDF program, and periodically updating co-branded marketing materials that can be accessed through PRM software brings in more revenue. Addressing partner oversight PRM software provides analytics and reports that can give you insights into your partners’ performance. These insights can help you make critical changes to your channel strategy to achieve optimum results and avoid oversight. Real-time partner feedback Your channel partners can provide actionable insights that can help you adjust your approach to addressing customer pain points. Read more about effective channel partner management. Conclusion Based on the unique requirements of a business, channel partnerships take shape. They can be effectively managed using PRM solutions and enhance revenue growth strategies across different touchpoints. FAQ What features should you look for in PRM software? Some features that you should look for in a PRM software are partner profiles, partner portals, partner performance management, data integration, partner marketplace, and partner contract management. How does PRM help increase ROI? Partner relationship management helps increase ROI by providing businesses with a comprehensive view of how well their channel partners are doing, how they can empower their partners to do more, and what steps need to be taken to strengthen the partnership. How can you create a successful partner relationship management strategy? You can create a successful PRM strategy by using insights from PRM software to make decisions, streamlining lead management, onboarding, and training partners, and preventing partner churn through transparent communication.

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MARKETING STRATEGY

SaaS Businesses Are Booming Through Channel Partnerships

Article | December 20, 2021

Today’s SaaS companies build their brands, expand their customer base, smartly utilize their resources, and scale their revenue through channel partnerships. More than 40% of the $5 trillion global IT market is in North America. It accounts for more than 10% of the United States national economy and 11.8 million jobs. These numbers are possible because of successful channel partnerships within the SaaS ecosystem, which is made up of software publishers, computer systems design firms, computer programming service suppliers, and facilities management companies. Carahsoft, a government IT solutions provider, resells DocuSign’s e-signature services to the public sector. Consequently, 800+ local, state, federal, and tribal agencies use DocuSign. A SaaS channel partnership similar to this benefit both partners and helps them generate revenue. “We’re seeing more and more early-to mid-stage SaaS companies look to partnerships as a means to achieve their growth goals,” said Tyler Calder, Vice President of Marketing at PartnerStack, a partner management platform. “For many SaaS companies, getting started with an ambassador, affiliate, or referral program is the first step in developing a partner ecosystem strategy.” Which Type of SaaS Channel Partners Bring in the Revenue? System Integrators- This kind is ideal for complex products that need integration into an existing IT ecosystem. Distributors- They provide an established distribution channel for their vendor’s product Value-added resellers- They contribute to customer acquisition in new markets. Managed service providers (MSP)- They monitor and maintain the IT infrastructure. IT consultants- They provide independent IT advice, project management, and administrative services SaaS companies generated 21% of the total revenue through channel partnerships, says SaaS Capital, in a 2018 survey. Your Muse List for SaaS Channel Partnership Commitment- Are your C-level executives ready to commit to a channel partnership? Also, consider human resources and budgeting to dedicate to the partnership. Product readiness- Does your product appeal to your prospective channel partner? Ensure that your partner can get support and training to sell your product independently. Focused sales & marketing teams- Do your sales and marketing teams have enough enablement material to help the channel partner sell your product effectively? You may want to consider preparing case studies, videos, scripts, and ICP documents in advance. Streamlined operations- Try consultation or an expert opinion to figure out what kind of support you can provide to your partners through your sales, marketing, and success teams. Last Word Though most partnerships start as an experiment for growth SaaS companies are steadfast today. They are redefining the way businesses operate and scale while acting as the backbone of revenue generation.

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CHANNEL PARTNERSHIPS

How to Build a Channel Partner Program in 7 Steps

Article | April 6, 2022

Channel partner programs help multi-billion dollar companies like Microsoft, Oracle, eBay, and many more increase their revenue and grow their businesses. A channel partnership is when a company partners with another company to market or sell its products, services, or technologies. What exactly do channel partnerships do for your revenue? What do channel partner programs entail? Let us take a look. Why Are Top Companies Engaging in Channel Partnerships? Channel partnerships accelerate business growth They create high brand awareness at a low cost They increase revenue through various partner channels They allow seamless expansion into new markets and verticals They contribute to a better customer experience C-level Executives Are Sitting Up and Taking Notice In an interview with Media 7, Sam O’Brien, CMO at Affise, discussed the growth of channel partnerships. Since joining Affise I've had many senior, experienced CMOs, head of marketing, demand generation leads reaching out to me asking how they can learn more about partner marketing. We want to solve that and make it easy.” Sam O’Brien, CMO at Affise Global partnership ecosystems are thriving. They accelerate the growth and expansion of companies into new markets and verticals. Managing channel partnerships needs to be taken seriously. C-level executives are doing their bit by hiring competent ecosystem managers. An example of this is Reputation, the global leader in reputation experience management (RXM) expanding its executive leadership by hiring its first-ever Chief Ecosystem Officer, Brent Nixon. He is the other ‘CEO’ who creates and fosters a long-lasting partner ecosystem as Reputation continues to grow across Europe and Asia. How Many Types of Channel Partnerships Are There? There are many types of channel partner programs that B2B companies create. Here are some important ones: Affiliates Referrers Resellers Tech Alliance Partners Cloud Service Providers Original Equipment Manufacturers Strategic Partners What Does a Channel Partner Program Entail? A channel partner program is a way to get channel partners to do more for your customers. Implementing channel partner programs can transform the way you do business. However, creating them is not easy. They take a significant amount of time, effort, and, most importantly, strategic planning. To ensure the success of your channel partner program, you need to get into deep waters, research potential partners, brace for swift growth, streamline your processes, and confidently venture into markets while being aligned with your business goals. Here's what you should be looking at before creating a channel partner program: Status of business Your products or services should be tried and tested for your partners to invest their time, resources, and trust in them. The demand and appreciation of your product or service offerings should be motivating enough for them to go the extra mile. Streamlined sales cycles Streamline your sales cycles so you know what works best for your in-house sales processes. Only then can you explain to your partners how you want them to sell and distribute your products. Key markets identified You need to figure out which key markets your partners can help you target through your channel partner program. How can your partners help you position your brand in these new markets? How can your partners do more for you in these markets? If you think they can do more for you than you can do for yourself, then it can be a great foundation for creating your channel partner program. Readiness for growth Channel partnerships steer new clients to your business. Ensure that you are ready to accommodate this growth, and serve these new customers with the same enthusiasm that helps you retain existing customers. Your customer support personnel are key to creating an excellent customer experience for your new customers. How to Build a Channel Partner Program in 7 Steps Discover the Right Partners Arrive at a consensus with your stakeholders about expectations from a new partner. The partnership should be based on common business goals and brand culture. It should be based on mutual respect, shared vision, and values so customers have the best experience while interacting with your product. Your partner should complement your skills and alleviate your weaknesses. Apart from these factors, choose a partner who has access to the markets you want to enter the ability to help you achieve expected revenue distribution channels that meet your needs a customer base that serves your purpose a strong intention to enter a lasting partnership Reaching Out to Shortlisted Partners Once you find a potential partner who ticks all the important boxes on your checklist, approach them to discuss your business goals and what you can achieve together. Highlight your challenges, previous partnership achievements, and the benefits of the proposed partnership so that your partner program creates great value for you both. It is crucial to work towards relationship-building from the get-go, so your intended partner understands your mindset to address customer pain points. Create a Partnership Agreement After you finalize your partner, work on creating a partnership agreement. Put on paper your shared partnership goals, target markets, specify your duties in detail, commit to the resources you and your partner will offer to enhance the partnership, clearly state your expectations and terms, list the strategies and tactics you plan to use to achieve your goals, and detail your incentive plan. Other factors like payment terms, indemnification terms, and partner marketing efforts should also be mentioned to ensure transparency from the beginning. Creating a solid partnership agreement will hold both parties accountable for their actions and will protect both businesses from any mishaps. Get a second professional opinion on the agreement to ensure you are not missing out on anything important. Decide the Metrics Without tracking the measurable goals of your partnership, you cannot ensure the success of your channel partner program. Follow the SMART analogy for your goals. They should be specific, measurable, attainable, relevant, and time-bound. Your channel partner program should measure KPIs like these: Total and average revenue per partner per channel tier Revenue achievement against specific products Revenue by geography Number of deals registered Partner satisfaction Channel attrition rate Effective MDF (marketing development fund) utilization New Customer Logos Renewal Rates By deciding on the metrics that effectively illustrate the performance of your channel partner program, you and your partner can easily understand the weaknesses of the partnership and address them in time to get the most out of the program. Streamline the Partner Enablement Process Partner onboarding doesn’t end after signing the agreement. You need to invest time and effort in channel partner management by enriching the partnership through partner enablement activities such as: Customized training for partners Explaining your product to the partners for appropriate brand representation Providing them with tools and resources to sell your product better Continuously communicating and updating the partners about product updates Listening to partners’ concerns and issues in the selling process Congratulate and reward your partners for their achievements Efficiently Manage Partnership Using PRM Tools Manually managing all the channel partner program data can be overwhelming. The PRM software eases the management process. You can streamline your recruiting, training, and partner relationship management. Partnership tasks can be managed efficiently through PRM software. Here are the features that your PRM software should have: Create Partnership Incentive Plans Incentives are a great way to keep your partners on their toes to sell your product better. They will strive to offer your customers a great customer experience and remain enthusiastic about their partnership commitments. SiriusDecisions’ Principal Analyst, Jay McBain, noted that partners are looking for better partner experiences and more innovative partner incentives. Your partnership incentive plans should be structured, comprehensive, personalized, clear, and transparent because they can drive an increase in revenue and market share, draw in new customers, and enhance teamwork and collaboration. The most popular incentive plans used by businesses are: Gift Cards Merchandise Award Points Trips and Travel Commissions (Rebate) Sales Performance Incentive Fund (SPIF) Market Development Fund Conducting special events to commemorate the success of the partners, treating them to frequent dinners, and hosting special educational sessions for them can also create positive reinforcement to work harder towards revenue generation and create an emotional connection with the partners. Ringadoc Got a 1,983% Boost in Their Annual Revenue Ringadoc’s channel partner program is a great successful partnership program example. The start-up company saw a 1983% boost in its annual revenue and a 1000% user-base growth within just six months. Interestingly, they did not have to bear any upfront costs for these results! Summing It Up To grow sales, revenue, and a loyal user base, B2B organizations need to create successful channel partner programs that can help them thrive in new markets. The best channel partner programs can create higher brand awareness and pave the way for success in new verticals. FAQ How can you motivate channel partners to increase revenue? By nurturing your channel partnerships, providing partners with technological support to sell your product, and remaining connected to your partners, you can motivate your partners to generate revenue for you by aggressively selling your product to the targeted customer base. What is a great example of a channel partner? A channel partner is a company or an individual that helps you sell products. Affiliates, resellers, tech alliance partners, and cloud service providers are some of the types of channel partners. How do channel partners make money? Channel partners make money through referral fees, pre-defined commissions, or by selling services like customer support, training, or consulting.

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MARKETING STRATEGY

Infinidat Launches New Global Partner Portal & Expands Channel Sales

Infinidat | June 28, 2022

On June 22, Infinidat, a leading provider of enterprise storage solutions, announced new developments to strengthen its position in partnering, supporting and co-selling with channel partners. The company is accelerating the adoption of storage-as-a-service (STaaS) to enhance its partner sales enablement efforts. Infinidat will launch a new global version of its partner portal in July, rebuilt from the ground up, to train and equip solution providers around the world to grow their revenue faster and deliver true business and technical value to their customers using Infinidat's platforms. In addition, the company announced that Infinidat's STaaS solution has been integrated into Arrow Electronics' ArrowSphere in North America. “Our latest investments for our partners to have best-in-class tools and access to leading-edge ecosystems reflect our ongoing, strong commitment to our channel-centric model for go-to-market execution,” said Eric Herzog, CMO at Infinidat. “Our latest investments for our partners to have best-in-class tools and access to leading-edge ecosystems reflect our ongoing, strong commitment to our channel-centric model for go-to-market execution,” said Eric Herzog, CMO at Infinidat. “We’re streamlining and simplifying the partner experience to boost channel participation and success. We’re making it easier for solution providers to sell Infinidat’s industry acclaimed enterprise solution portfolio, including enhanced AIOps capabilities, industry-leading real world application performance with the lowest latency, and the rollout of our innovative InfiniSafe® technology across our platforms for groundbreaking levels of cyber resilience – all with the choice of flexible consumption models.” The newly rebuilt partner portal has the following features: Easier navigation to simplify use of the knowledgebase and enablement tools in the portal in support of new and expanding market opportunities. Refreshed, modernized, and expanded content, including detailed information about the new InfiniSafe technology on InfiniBox® and InfiniGuard®. In addition, localized content in different languages for its global partner ecosystem. Streamlined training experience to make partners more technically adept to sell Infinidat’s portfolio for mutual benefits. Accreditation, also, continues to be part of the program. “We have been a strong partner of Infinidat for several years, and their partner support, programs, and portal have been top-notch,” said Jan Veith, Sales Director, Hansen & Gieraths IT Solutions GmbH. “We are very excited about the new, streamlined Infinidat Partner Portal and how it will help us grow our business, deliver better solutions leveraging Infinidat’s award-winning platforms, and keep our teams up-to-date on all things Infinidat.” “We’re proud that Infinidat has chosen Highspot's sales enablement platform to deliver the right resources to their channel partners at the right time within their new partner portal,” said Gwen Sheridan, Vice President of Customer Services, Highspot. “With Highspot, Infinidat’s partners can utilize rich content, guidance and insights to effectively engage buyers and improve sales performance.” Arrow’s ArrowSphere platform assists channel partners in managing, differentiating, and scaling their cloud business. Its marketplace includes top hyperscale providers, as well as public and private IaaS, PaaS, SaaS, HaaS, and cloud software offerings like Infinidat's STaaS. “Infinidat is creating more value for its partners by leveraging ArrowSphere to more easily deliver to customers Infinidat’s storage-as-a-service offering,” said Shannon McWilliams, Vice President of Supplier Alliances, Arrow. “Storage-as-a-service is a significant revenue growth opportunity for channel partners. Providing a new option for integration, automation, and streamlined ordering of enterprise storage, Infinidat’s STaaS now joins the increasing list of solutions available ‘as a service’ through Arrow’s award-winning cloud management platform, ArrowSphere.”

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MARKETING STRATEGY

ActiveCampaign Continues Rapid Growth Trajectory by Expanding Executive Leadership Team

ActiveCampaign | June 23, 2022

ActiveCampaign, the leader in Customer Experience Automation (CXA), continues its momentum by welcoming two new members to its leadership team. These additions follow its acquisition of Postmark and DMARC Digests, further demonstrating the SaaS company’s influence on the market. Tech veteran Sameer Kazi has joined ActiveCampaign as President. Previously, he was CEO of customer engagement platform Cheetah Digital. In that time, Cheetah Digital grew into one of the largest independent enterprise martech companies in the world with offices in 18 countries. Prior, he served in senior leadership roles at Simply Measured and ExactTarget where he led both companies through transformative growth periods. As President, Kazi will build upon the core operations of what has made ActiveCampaign so successful and help prepare it for its next phase of growth. Sameer will report directly to founder and CEO Jason VandeBoom. In addition, Kelly O’Connell has been elevated to the executive leadership team as Senior Vice President, Product Strategy. In her role, she shapes the product and pricing strategy, and leads the product and design teams. O’Connell has been with ActiveCampaign since 2015, and has held key leadership roles across product, sales and customer success functions in the organization. With these additions to ActiveCampaign’s leadership bench, the Midwest’s largest SaaS unicorn is positioned to enter its next phase of growth - just surpassing 180,000 customers in over 170 countries worldwide and opening its larger Dublin hub to better serve its EMEA customers. “Welcoming Sameer to ActiveCampaign aligns perfectly towards our next phase of growth,” said VandeBoom. “Welcoming Sameer to ActiveCampaign aligns perfectly towards our next phase of growth,” said VandeBoom. “He has a proven track record of growth, operational excellence at scale, and a product-led mindset with deep Martech experience. Our industry-leading platform and world-class team, coupled with his expertise, will continue to democratize customer experience automation for growing businesses throughout the world.” About ActiveCampaign ActiveCampaign's category-defining Customer Experience Automation Platform (CXA) helps over 180,000 businesses in 170 countries meaningfully engage with their customers. The platform gives businesses of all sizes access to 800+ pre-built automations that combine transactional email and email marketing, marketing automation, and CRM for powerful segmentation and personalization across social, email, messaging, chat and text. Over 70% of ActiveCampaign's customers use its 870+ integrations including Microsoft, Shopify, Square, Facebook and Salesforce. ActiveCampaign scores higher in customer satisfaction than any other solution in Marketing Automation, CRM and E-Commerce Personalization on G2.com and is the Top Rated Email Marketing Software on TrustRadius. Pricing starts at just $9/month. Start a free trial at ActiveCampaign.com.

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MARKETING STRATEGY

C&L Aviation is Honeywell’s Newest Channel Partner

Honeywell, C&L Aviation | June 23, 2022

Honeywell Aerospace welcomes C&L Aviation Group as a channel partner. It allows the Bangor, Maine-based MRO to offer Honeywell's entire avionics product line. All NZ 6.1 FMZ-2000 FMS upgrades, DU875 LCD unit system upgrades, Primus Elite, RD-7000 weather radar systems, Laseref IV inertial reference systems, and CD-830 touchscreen display control units are included in this line. “Honeywell is one of the most recognizable names in the industry and it’s an honor to partner with them and offer their full line of products to our customers,” said C&L Aviation Services avionics sales manager Charlie Carroll. “Honeywell is one of the most recognizable names in the industry and it’s an honor to partner with them and offer their full line of products to our customers,” said C&L Aviation Services avionics sales manager Charlie Carroll. “We are excited to provide Honeywell’s latest technology to our customers to enhance their flying experience. C&L Aviation Group's 200,000-square-foot Part 145 repair station provides Honeywell avionics installations, upgrades, and engineering services to customers. Through its parts sales division, the MRO also provides Honeywell avionics repairs, exchanges, and outright sales worldwide.

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MARKETING STRATEGY

Infinidat Launches New Global Partner Portal & Expands Channel Sales

Infinidat | June 28, 2022

On June 22, Infinidat, a leading provider of enterprise storage solutions, announced new developments to strengthen its position in partnering, supporting and co-selling with channel partners. The company is accelerating the adoption of storage-as-a-service (STaaS) to enhance its partner sales enablement efforts. Infinidat will launch a new global version of its partner portal in July, rebuilt from the ground up, to train and equip solution providers around the world to grow their revenue faster and deliver true business and technical value to their customers using Infinidat's platforms. In addition, the company announced that Infinidat's STaaS solution has been integrated into Arrow Electronics' ArrowSphere in North America. “Our latest investments for our partners to have best-in-class tools and access to leading-edge ecosystems reflect our ongoing, strong commitment to our channel-centric model for go-to-market execution,” said Eric Herzog, CMO at Infinidat. “Our latest investments for our partners to have best-in-class tools and access to leading-edge ecosystems reflect our ongoing, strong commitment to our channel-centric model for go-to-market execution,” said Eric Herzog, CMO at Infinidat. “We’re streamlining and simplifying the partner experience to boost channel participation and success. We’re making it easier for solution providers to sell Infinidat’s industry acclaimed enterprise solution portfolio, including enhanced AIOps capabilities, industry-leading real world application performance with the lowest latency, and the rollout of our innovative InfiniSafe® technology across our platforms for groundbreaking levels of cyber resilience – all with the choice of flexible consumption models.” The newly rebuilt partner portal has the following features: Easier navigation to simplify use of the knowledgebase and enablement tools in the portal in support of new and expanding market opportunities. Refreshed, modernized, and expanded content, including detailed information about the new InfiniSafe technology on InfiniBox® and InfiniGuard®. In addition, localized content in different languages for its global partner ecosystem. Streamlined training experience to make partners more technically adept to sell Infinidat’s portfolio for mutual benefits. Accreditation, also, continues to be part of the program. “We have been a strong partner of Infinidat for several years, and their partner support, programs, and portal have been top-notch,” said Jan Veith, Sales Director, Hansen & Gieraths IT Solutions GmbH. “We are very excited about the new, streamlined Infinidat Partner Portal and how it will help us grow our business, deliver better solutions leveraging Infinidat’s award-winning platforms, and keep our teams up-to-date on all things Infinidat.” “We’re proud that Infinidat has chosen Highspot's sales enablement platform to deliver the right resources to their channel partners at the right time within their new partner portal,” said Gwen Sheridan, Vice President of Customer Services, Highspot. “With Highspot, Infinidat’s partners can utilize rich content, guidance and insights to effectively engage buyers and improve sales performance.” Arrow’s ArrowSphere platform assists channel partners in managing, differentiating, and scaling their cloud business. Its marketplace includes top hyperscale providers, as well as public and private IaaS, PaaS, SaaS, HaaS, and cloud software offerings like Infinidat's STaaS. “Infinidat is creating more value for its partners by leveraging ArrowSphere to more easily deliver to customers Infinidat’s storage-as-a-service offering,” said Shannon McWilliams, Vice President of Supplier Alliances, Arrow. “Storage-as-a-service is a significant revenue growth opportunity for channel partners. Providing a new option for integration, automation, and streamlined ordering of enterprise storage, Infinidat’s STaaS now joins the increasing list of solutions available ‘as a service’ through Arrow’s award-winning cloud management platform, ArrowSphere.”

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MARKETING STRATEGY

ActiveCampaign Continues Rapid Growth Trajectory by Expanding Executive Leadership Team

ActiveCampaign | June 23, 2022

ActiveCampaign, the leader in Customer Experience Automation (CXA), continues its momentum by welcoming two new members to its leadership team. These additions follow its acquisition of Postmark and DMARC Digests, further demonstrating the SaaS company’s influence on the market. Tech veteran Sameer Kazi has joined ActiveCampaign as President. Previously, he was CEO of customer engagement platform Cheetah Digital. In that time, Cheetah Digital grew into one of the largest independent enterprise martech companies in the world with offices in 18 countries. Prior, he served in senior leadership roles at Simply Measured and ExactTarget where he led both companies through transformative growth periods. As President, Kazi will build upon the core operations of what has made ActiveCampaign so successful and help prepare it for its next phase of growth. Sameer will report directly to founder and CEO Jason VandeBoom. In addition, Kelly O’Connell has been elevated to the executive leadership team as Senior Vice President, Product Strategy. In her role, she shapes the product and pricing strategy, and leads the product and design teams. O’Connell has been with ActiveCampaign since 2015, and has held key leadership roles across product, sales and customer success functions in the organization. With these additions to ActiveCampaign’s leadership bench, the Midwest’s largest SaaS unicorn is positioned to enter its next phase of growth - just surpassing 180,000 customers in over 170 countries worldwide and opening its larger Dublin hub to better serve its EMEA customers. “Welcoming Sameer to ActiveCampaign aligns perfectly towards our next phase of growth,” said VandeBoom. “Welcoming Sameer to ActiveCampaign aligns perfectly towards our next phase of growth,” said VandeBoom. “He has a proven track record of growth, operational excellence at scale, and a product-led mindset with deep Martech experience. Our industry-leading platform and world-class team, coupled with his expertise, will continue to democratize customer experience automation for growing businesses throughout the world.” About ActiveCampaign ActiveCampaign's category-defining Customer Experience Automation Platform (CXA) helps over 180,000 businesses in 170 countries meaningfully engage with their customers. The platform gives businesses of all sizes access to 800+ pre-built automations that combine transactional email and email marketing, marketing automation, and CRM for powerful segmentation and personalization across social, email, messaging, chat and text. Over 70% of ActiveCampaign's customers use its 870+ integrations including Microsoft, Shopify, Square, Facebook and Salesforce. ActiveCampaign scores higher in customer satisfaction than any other solution in Marketing Automation, CRM and E-Commerce Personalization on G2.com and is the Top Rated Email Marketing Software on TrustRadius. Pricing starts at just $9/month. Start a free trial at ActiveCampaign.com.

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MARKETING STRATEGY

C&L Aviation is Honeywell’s Newest Channel Partner

Honeywell, C&L Aviation | June 23, 2022

Honeywell Aerospace welcomes C&L Aviation Group as a channel partner. It allows the Bangor, Maine-based MRO to offer Honeywell's entire avionics product line. All NZ 6.1 FMZ-2000 FMS upgrades, DU875 LCD unit system upgrades, Primus Elite, RD-7000 weather radar systems, Laseref IV inertial reference systems, and CD-830 touchscreen display control units are included in this line. “Honeywell is one of the most recognizable names in the industry and it’s an honor to partner with them and offer their full line of products to our customers,” said C&L Aviation Services avionics sales manager Charlie Carroll. “Honeywell is one of the most recognizable names in the industry and it’s an honor to partner with them and offer their full line of products to our customers,” said C&L Aviation Services avionics sales manager Charlie Carroll. “We are excited to provide Honeywell’s latest technology to our customers to enhance their flying experience. C&L Aviation Group's 200,000-square-foot Part 145 repair station provides Honeywell avionics installations, upgrades, and engineering services to customers. Through its parts sales division, the MRO also provides Honeywell avionics repairs, exchanges, and outright sales worldwide.

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