What's the problem with Channel Programs?
The biggest problem with channel programs is that -- despite
handshakes and best intentions -- nothing happens.
Despite the breakfast
meetings, the slideshows, and the heartfelt expressions of
support from channel partner organization executives -- it
soon fizzles out. Companies complain that their channel partners
are not producing. That their enthusiasm lasted only
as long as the signing meeting. And that, if there is
any activity at all, it is in conflict with their direct sales
force. CEOs and CTOs cannot understand why their technology
is not enough for channel success.
Racicot & Associates'
work acknowledges a simple fact: While a smart event can accomplish
remarkable results, success takes a lot more than pastries
In my two decades of
experience with building sales channels, I have found that
a superbly designed channel event can produce incomparable
results. There are two short examples. For more examples and
more detail, give me a call.
1. Domino.Jet - A Single
Executive Event That Delivered Millions in Revenue
IBM AS/400 Servers
and Lotus Domino
Lotus and IBM divisions
wanted to quickly penetrate new industries by offering their
solution providers a new offering: Domino on the AS/400.
Racicot & Associates
was engaged to make this high visibility program a success.
Results exceeded client's expectations for impact, customer
satisfaction and event effectiveness for subsequent action
2. A New Channel – From 0 to 3,000 VARs in less than 4 months.
IBM / Lotus
This ambitious program created an entire new channel, functioning
and with technical support across all of North America , in
very short period of time.
R&A's responsibilities involved every facet of design
and implementation and coordination of coordinating numerous
groups including Lotus, its partners and sponsors, distributor
organizations, presenters, and advertising agency, plus logistics,
mailing, Internet and registration resources
Program exceed goal by over 300% and succeeded in ways that
gained a lot of applause within IBM. Note: R&A engaged
again following year and successfully doubled the size of
Channel dreams and plans are easy. Making it actually
happen -- so clients get the results they need -- is the hard
Creating channel success isn't a matter of process.
Getting results from channel events takes more -- a bit of
vision and creativity, a command of the logistics, an in depth
knowledge of how to translate strategies and messages into
investments and tactics and the experience to craft events
and programs that get channel people self-motivated to take
action. A well designed channel event can produce incomparable
results because, above all other methods, it can provide all
of the necessary ingredients for success: the right audience,
content, speakers, experience, value, contract, support and
That's the key, and it's why companies come to Racicot &
Associates again and again. Contact us at 617 484 3201 or
send mail to email@example.com