When I read that almost 70% of resellers and distributors want a better relationship with vendors, I was saddened but not entirely surprised.
The IT channel can be a strange beast at times. Vendor “A” wants to get products to end-user “B” and the means of doing so is through a network of reseller and distributors. Said quickly it is seemingly a straightforward process. But it’s unlikely to play out that easily in practice without a significant investment put in to building and nurturing those relationships.
Indeed, statistics such as 56% of resellers feeling isolated as they hear nothing from vendors, or over two-thirds feeling that the human touch is missing in the channel demonstrate that there remains significant scope for bolstering the links between vendors and the IT channel.
We’ve built Consenna from deep and first-hand experience of what it’s like to be on both sides of this relationship. As a consequence, we’ve created a position that can be likened to Velcro: simply, we’re the means of bringing together and fixing the two sides of this equation.
Of course, it’s more than simply being a sticky inbetweener. We’re dedicated to working with our IT vendor customers to deliver them growth, customer acquisition and the realisation of their full sales potential. To achieve this, we focus on improving their sales effectiveness through the creation and management of proven and effective sales enablement strategies.
This places us at the heart of the vendor/reseller intersection. By taking the time to understand what our customers wish to achieve – increased market share, profitable growth, successful new GTM strategies, or loyal customer acquisition – we devise bespoke solutions that will empower their partners throughout the channel to sell effectively. We’re firm in the belief that sales effectiveness is impossible to achieve without a firm eye on proven sales enablement strategies and a commitment to reseller and channel enablement.
No two solutions will be the same. The needs of the vendor and the challenges faced by the channel must sit centrally to the strategy adopted. Whether we’re creating, delivering and managing all aspects of a risk managed promotion, reviewing and driving efficiencies in a customer’s sales promotion methods, or analysing their current approach to sales effectiveness, we design and manage programs that matter and which are fast and effective. Importantly, we provide the channel partners with all the campaign support, coaching and guidance that they’re going to require to not only engage the target customer audience, but encourage their conversion to loyal customer.
It’s a shame that Kaspersky’s research concluded as it did that vendor / channel relationships are often strained, but it doesn’t have to be that way and by partnering with Consenna both sides can be brought together in a positive and profitable way.