Where does “sales & channel enablement” fit? May 5, 2009Posted by Mike Gospe in Integrated Marketing.
Tags: channel, Integrated Marketing, marketing blueprints, Marketing Campaigns, sales, sales and channel enablement
When you develop your go-to-market strategy, are you also thinking about sales and channel enablement? This incredibly important element of any integrated marketing campaign is easily overlooked. It’s frequently thought of as someone else’s job, and slides unceremoniously between the cracks.
Recently, I’ve been working with a team who has been taking a fresh look at developing campaign assets. Instead of just looking at campaign assets from a production standpoint (press releases, landing pages, etc), they divided the list of assets into three buckets:
1) Promotional Pieces: tactical marketing deliverables such as . .
- Print / Web advertising
- Feature articles
- Webinars & events
- Corporate presentation (with script)
- Direct mail pieces
2) Enablement Tools: tools to educate sales/channel partners; and, tools the channel can use themselves
- Promotions training & details
- Sales playbooks
- Tele-scripts (for use with sales development teams)
- Channel-event/program “kits”
- HTML customizable assets
- Syndicated content for partner use (50 words, 100 words, 900 words)
3) Channel Executables: customer-viewable deliverables that the channel owns
- Local executive breakfast seminars
- Lunch & learn series
- Bundled promotions (to channel customers)
A complete integrated marketing plan needs to have all of these bases covered. The channel will never be as intensely focused on your business as you are. So, we need to feed them relevant information, messaging, and programs that dovetails with our own lead gen programs. And as this team discovered, it is a lot easier to be proactive in addressing the sales & channel enablement implications when the campaign is first being developed, rather than chasing missed opportunities reactively.
What sales and channel enablement assets have worked best for your business?