August 22, 2022

Modern Channel 101 – Partner-Led Subscription Model

I was just reading another fascinating post from Jay MacBain: Subscription and Consumption Models Are Expandingand it made me ask: Why is the subscription model popularity increasing? Why is the number of partners actively selling increasing in this model? And what does it take to make it work for a company?

März 24, 2023

The “Word of Mouth” Factor: How Your Channel Ecosystem Can Leverage Influencers

By this point, there probably aren’t many people left who don’t know what an “influencer” is. It seems like no matter where you look, there’s someone in your social media feed plugging a business or service. While at first glance this may seem like yet another simple social media trend, the truth is that influencers can serve a very important purpose in a brand’s greater marketing strategy.

August 1, 2022

Building business resilience with a connected supply chain

Every company in the world operates as part of an ecosystem of interdependent entities...

Juni 17, 2022

Does Your Channel Technology Support Your Partner Engagement Model?

Throughout history, channels have evolved in terms of composition, relationships, and partner engagement models. What started as transactional, arms-length engagement with traditional “middleman” partners became collaborative relationships with influencing parties.

Juni 1, 2022

The Easy Way to Get and Use Retailer Data

What are the top three things brands want from a retail partner? The first two are obvious: more orders and the best possible shelf presence. The third is perhaps less obvious: data, information about consumers, and demand insights that can inform product development, planning, manufacturing, and promotions.

September 18, 2020

Four More Reasons to Leverage Contra-Revenue Marketing Programs

Some aspects of channel marketing programs are intuitive, while others require more thought or even intensive study. One of the less-intuitive channel marketing concepts is contra revenue, which actually means “against revenue.”