Don’t Expect the Channel to Create Demand

• Your channel is an extension of your sales capability, not an extension of your marketing department • The channel supports, services and fulfils customer demand • Channels rely...

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Customer_Adoption• Your channel is an extension of your sales capability, not an extension of your marketing department
• The channel supports, services and fulfils customer demand
• Channels rely on the Vendor to invest in the brand, develop brand awareness, create demand, generate sales momentum and develop new market opportunities
• Building buzz, creating a Tipping Point and ‘Crossing the Chasm’ are all responsibilities of the Vendor, NOT the Channel

Customer Adoption is dependent on Technology Adoption.
(see The Technology Adoption Curve)We want B, lots of B (Build Sales Channels). That phase of sustained linear growth in revenue, units sold and market share.Yesterday’s Conventional Wisdom: says build capacity to deliver B: The logic is, get ready they are coming. That means building out:

  • Direct sales force
  • Retail sales capacity
  • Demonstration centres
  • Value added resellers
  • Distribution network
  • Sales agents
  • Referral Partners
  • etc.

=> PUSH

Tomorrow’s Conventional Wisdom: says build A to get to B. The logic here is the fastest and most effective way to get to B is via A, so go do A now and massively.

A is all about creating a tipping point through word-of-mouth: and viral word-of-mouth, getting innovators and early adopters to tell their friends, acquaintances, colleagues, business associates to tell their friends. Think: social media. Think: audience of my audience.

  • Trials and evaluations
  • Recommendation
  • Referral
  • Testimonials
  • Quotation
  • Success Stories

By:

  • Tech savvy GenC
  • bloggers
  • Thought Leaders
  • Industry Analysts
  • Consultants
  • Journalists

=> PULL


The anatomy of content marketing - the heart of online success

Question: What are you going to do to accelerate Customer Adoption of your Products and Services?

by David Ednie @dednie

This post first featured in David Ednie’s blog on 28/01/2013 via www.saleschannel-europe.com
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