Cameron Sutton, Author at Zift Solutions All-in-ONE Channel Management Solution Tue, 10 Jan 2023 21:54:37 +0000 en-GB hourly 1 https://ziftsolutions.com/wp-content/uploads/2017/12/cropped-favicon-1-32x32.png Cameron Sutton, Author at Zift Solutions 32 32 Navigating the XChange: Surviving Events Season https://ziftsolutions.com/blog/navigating-the-xchange/ https://ziftsolutions.com/blog/navigating-the-xchange/#respond Fri, 28 Feb 2020 18:18:23 +0000 https://ziftsolutions.com/?p=114481 It’s that time of year again. The promoting-est, free marketing swag-est, knowledge gathering-est time of year — it’s spring conference […]

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It’s that time of year again. The promoting-est, free marketing swag-est, knowledge gathering-est time of year — it’s spring conference time! 

I think most marketers both look forward to and dread this season. There’s so much to learn and share about current and upcoming trends. So much free stuff to collect! (My t-shirt and sock collection gets a hefty boost every year.) There’s so much networking to do and industry gurus to listen breathlessly to at keynotes, workshops and panel sessions. So much tweetable content! (Speaking of that, shoutout to Pam Didner who crushed at B2BMX this week.) 

On the other hand, event season can be tough. There’s so much prep work, logistics, badge scanners that don’t work and so little sleep. We see you slumped over on benches in the hallways of conference centers, checking your email and taking a moment to yourself. We’ve been there, too. Of course, there is a solution: Come find your Zift friends! We’re at the bulk of B2B events, particularly those with a channel focus. 

We love getting together with people who get us. We love learning from fellow channel experts and sharing the power of Enterprise Channel Management and ZiftONE

Want to know where we’re going to be in the next few weeks? Our team just got back from B2BMX and is excited to be traveling all around the US to talk channel expertise during March. Here’s where you will be able to find us.

 

XChange 2020

The Channel Co’s twice-annual event is back, and you’ll find Zift in the Black Badge Lounge.  XChange is an event we look forward to every year. It’s packed with channel experts, innovative strategies and market intel channel chiefs can use to drive their brands forward. The Black Badge Lounge at XChange is a great place to escape from the hustle and bustle of event chaos and Zift’s Jonathan Pack and Randy Skipper will be there to greet you. 

 

Spring 2020 Channel Partners Conference & Expo

I’m always the person at the party hanging with the host’s pets. You can actually do the same at CP Expo.  Last year at CP Expo, we had a ball meeting Johnny Juan Rico, the canine star of the TrainOurTroops booth. We even had time to sit down and interview him in between his many social engagements — you’ll want to read up on this superstar’s not-so-ruff life. We’ll be back with TrainOurTroops this year on the expo floor. We are always inspired by the work they do and proud to partner with them, providing the technology they need to help Vets find more fulfilling civilian careers. Stop by to learn more about their mission — and get in some doggo time! 

You will also find us at Channel Partners hanging out with the fine folks at SaaSMAX. They specialize in helping companies make the most of their reseller partner relationships by using strategic business insight and best practices. Come escape the show-floor crazies with Zift’s CRO Heather Tenuto, who also knows a thing or two about getting more ROI from your channel. 

Don’t want to risk missing us at these events — or want to sneak away from the show floor for a bit? Contact us now and we’ll set up a meeting in advance. Can’t wait to see you in San Antonio and Vegas. And don’t forget to hydrate! 

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Lead Generation Keeping You Up at Night? Your Dream Channel Strategy is Waiting https://ziftsolutions.com/blog/lead-gen-dream-channel-strategy/ https://ziftsolutions.com/blog/lead-gen-dream-channel-strategy/#respond Wed, 26 Feb 2020 15:14:16 +0000 https://ziftsolutions.com/?p=114473 We’ve all had nights where we lie awake, full of questions. Did I leave the oven on? Did my sister’s […]

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We’ve all had nights where we lie awake, full of questions. Did I leave the oven on? Did my sister’s flight get in okay? What does my partner program really look like? Is it successful? Are there processes that could be more efficient, or new tactics we could be using to better benefit partners and buyers? 

Sound familiar? 

While Zift may not be able to cure your insomnia altogether, we can provide answers to the channel-related questions keeping you up at night — particularly when it comes to channel demand and lead generation. 

A lack of lead gen programs likely isn’t what’s worrying you. 61% of suppliers offer supplier-generated lead programs, where they market for partners. 63% offer partner-generated lead programs, where they market through partners. Referral lead programs are on the rise as well. It’s far more likely that a lack of strategy and insight into the impact of those programs is what’s got you tossing and turning. 

 

WHY COUNT SHEEP – WHEN YOU CAN COUNT ON DATA? 

Why are the channel chiefs running best-in-class channel programs sleeping soundly?  For one, their programs are data-driven. They have immediate access to data on nearly every measurable touchpoint. So their channel programs start off strong with data on buyers and partners — and track their actions and success across the entire sales cycle. 

Having a targeted buyer persona or personas for prospects also gives partners a leg up when trying to sell. If they know who their prospects are, and how to talk to them, it’s much easier to hone in on what really resonates with their audience. Suppliers can also benefit from creating partner profiles for their own recruitment practices. Knowing your channel partner can help know your buyers, too. Surveys are a great way to get this information. 

 

AUTOMATION = NO WORRIES ABOUT THOSE EMAILS GOING OUT

Looking for a way to increase partner participation and campaign execution capabilities? Automated partner enablement processes have got your back. Partner enablement is an increasingly important topic for channel marketing professionals; it’s what keeps partners invested and participating in the program. An automated process provides a way to let partners pick their own pace for starting out with the program, which is a big plus for most partners, who are often busy trying to sell your products or solutions. 

Outcome-based programs are more likely to succeed, due to marketing plays with prepackaged (and preferably automated) elements that anticipate buyer needs. The channel is more about customer and partner experience than ever before — their happiness and ability to easily access campaigns matters. Another important element for partner experience is a prescriptive approach. Concierge services that guide partners and can even perform for-partner campaign activities go a long way toward helping partners succeed. 

 

MEASURABLE KPIS ARE LIKE THE COLD SIDE OF THE PILLOW

A channel strategy element that is often misused or overlooked is tracking performance Key Performance Indicators or KPIs. Predictable, measurable data KPIs should be determined in advance of a program to help you know if you’re on track to meet your goals or need to make adjustments. KPIs work particularly well with campaign planning, buying processes and across the sales cycle. 

Want to learn more? The SiriusDecisions Fast-Tracking Channel Demand Model demonstrates exactly how to create the lead generation program of your dreams. Forrester’s Maria Chien and our own Laz Gonzalez discuss the SiriusDecisions Fast-Tracking Channel Demand Model and much more in this webinar, where you can learn more lead gen tricks to keep those nighttime worries at bay. Watch it now or before bedtime tonight.

Have any additional channel questions keeping you up at night? Leave us a comment below, or contact us directly. We’d love to chat. 

 

 

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The 7 Keys to a Successful Channel Partner Program https://ziftsolutions.com/blog/successful-channel-program/ https://ziftsolutions.com/blog/successful-channel-program/#respond Tue, 18 Feb 2020 15:55:51 +0000 https://ziftsolutions.com/?p=114439 We spend a lot of time in the trenches with channel programs — ask any of our Support, Customer Success, […]

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We spend a lot of time in the trenches with channel programs — ask any of our Support, Customer Success, or Channel Engagement departments. We’re with you every step of the way, so we see what does and does not work. So you could say we’ve picked up some good ideas that keep coming up when we’re talking with companies like yours. 

Here are the core components that should fold into a successful channel program:

1) Minimize Complexity 

Your channel partners deal with many, many vendors who use many, many different ordering styles, invoice systems, and other programs. They don’t have time to learn an entirely new way to interact with you. Instead, all of your interactions should be kept as simple and intuitive as possible. Our Channel Engagement team are experts on this. 

2) Is Your Product Adding Business Value?

At the end of the day, your channel partner doesn’t want to have to spend a lot of time, money or energy marketing your product. They simply want your product to sell and increase their profits. Help create a demand for your product so that it will “sell itself.”

Don’t make this value hard to access, either. Your partner portal should be designed for ease of use, so partners can navigate it easily. If they have to search for a particular campaign or can’t find out where to upload contact lists, they won’t — and who could blame them? Our ZiftONE platform is designed to combat this problem while still offering a breadth of support and optimization options. 

3) Emphasize Your Three Basic Value Builders

Your channel partners are ultimately interested in these three value builders: how many new customers you will help them generate, how much the value of each transaction will be from each new customer, and how many of those customers will become repeat customers. Focus your communications on these three main concepts. A partner-first program benefits both you and partners, so keep coming back to these points. 

4) Partners Are Not in Charge of Your Brand

You are responsible for your branding efforts. They are not. You can’t expect channel partners to create customized logos or templates, or handle the marketing of your brand. Take control of your branding efforts so they provide value to the channel partners. Make use of ready-to-go templates in multi-tactic campaigns — Giving partners a campaign so easy they can set it and forget it shows you’re valuing their time. 

5) Work with Managed Service Providers

A fair number of companies are turning to managed service providers to streamline their ordering processes. Each managed service provider will have their own list of preferred vendors. Those MSPs will not put you on their preferred vendor list unless you are willing to work with them and their systems. 

6) Know When to Stay and When to Go 

No channel partner will want to work with you forever. There is a lifecycle to every business relationship. Eventually, you and the partner will move on. This means you have to keep track of what’s going on with each and every channel partner you work with. Focus most of your marketing efforts on partners that are new, or are still placing a significant number of orders. When you notice that a partner starts to be less and less interested in your products and services, remember that is a natural part of doing business and start devoting fewer resources to them, so you have more available resources for active partners. That being said, partner enablement efforts at the beginning of your relationship go a long way toward adding value to the long-term partnership. 

7) Seriously: Minimize Complexity

This is so important that it’s worth a second mention. Simplicity matters, especially when you’re working to keep the attention of partners who on average are part of eight channel programs. The best programs go to great lengths to try and keep the hurdles required to work together to an absolute minimum.

 

You and your channel partners are out to grow your own respective businesses. Remember that channel partners are working with a number of different vendors, each with their own rules, tools and processes. Keep a channel mindset and make it easy for your channel partners to work with you. You will capture channel mindshare and grow a successful and profitable business together.

 

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It’s Alive! Is Frank Ruining Your Channel Program? https://ziftsolutions.com/blog/its-alive/ https://ziftsolutions.com/blog/its-alive/#respond Thu, 24 Oct 2019 17:55:32 +0000 https://ziftsolutions.com/?p=114057 “Beware, for I am fearless, and therefore powerful.” — Spoken by the monster in Mary Wollstonecraft Shelley’s classic sci-fi novel […]

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“Beware, for I am fearless, and therefore powerful.” — Spoken by the monster in Mary Wollstonecraft Shelley’s classic sci-fi novel Frankenstein.

Frankenstein’s monster is known for many characteristics: his creation, neck bolts, and fear of fire come to mind. He’s also been known to incite a bit of chaos. 

Take your channel program, for instance. 

You started with a small piece, maybe launching a partner portal. Next came the addition of a learning management tool. Then, perhaps, it was a channel incentives program. After that, you may have bolted on a channel marketing solution. These point solutions may work wonders individually, but collectively… What you end up with is a channel technology monster with a lot of mismatched and unconnected pieces that don’t work well together. Just like Frankenstein’s monster — your disjointed channel IT infrastructure is wreaking havoc on your channel program and partners. Far from a fearless, powerful program that can go the distance, chaos stymies your channel plans at every turn. 

Let’s take a closer look at some of the ways Frank may be appearing in your program. 

 

Kiss Partner Engagement Goodbye

Frank’s got a lot of qualities you may find off-putting — and if you find them off-putting, partners find them downright unmanageable. Partners should be welcomed to your partner portal and able to locate everything they need with ease. Remember: they have options for where they can spend their time and resources for sales and marketing. Stacking the deck in your favor with a beautiful, easy-to-use portal just makes sense. 

And that’s where Frank often fails. When your ChanTech solutions are all over the place, partners turn and run to something that requires less effort to use. 

 

Data Scattered to the Winds

When the different parts of your channel program don’t talk to each other easily, data visibility is a distant dream — and Frank makes gathering data a nightmare. Without clear access to all your data, it’s impossible to keep track of how campaigns are performing or what partners are using the most. You can’t rely on data that isn’t accurate, or, even worse, that you can’t find at all. 

 

Frank’s Too Spooky to Share Skills

Partners often don’t have time to waste on hunting out resources on different parts of your partner portal. How can they become subject matter experts on your brand if it’s impossible to figure out your messaging or product lines? And how will you be able to report on their abilities when learning management tools are spread out across multiple platforms? Frank stretches skill-learning systems until they’re much harder to use than they have to be.

And that’s really the point: Frank makes a lot of channel management much harder than it has to be. 

Now that you know how Frank can crush your careful channel plans, we’re sure you’d like to kick him out of your program for good. Frank is why we created ZiftONE. It’s a monster-slaying, channel-changing platform, and with it, we help channel leaders put Frank to rest. 

Find out more about Frank’s channel antics in our brand new eBook, The Misadventures of Frank the ChanTech Monster. You’ll see all the ways he manifests and how to find channel success post-Frank with improved visibility and communication. There’s a new day dawning for your channel program, no pitchforks necessary. 

 

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How Campaign Management Can Save Time & Resources https://ziftsolutions.com/blog/campaign-management/ https://ziftsolutions.com/blog/campaign-management/#respond Mon, 14 Oct 2019 15:55:42 +0000 https://ziftsolutions.com/?p=113916 Have you ever been in charge of putting all the pieces of luggage in the car for a family road […]

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Have you ever been in charge of putting all the pieces of luggage in the car for a family road trip? Playing that game of suitcase Tetris can be majorly stressful. There has to be a specific order (This suitcase would be crushed by that suitcase — and the blue one has breakable souvenirs in it!). If you don’t follow the set rules as you put it together, all is lost. Some people are truly gifted with the ability to see how all these pieces fit together in harmony, but a lot of us (including me) cross our fingers and hope for the best. 

Manually controlling sending each piece of a marketing campaign is similar. You have your pieces all lined up in your CMM, but pressing “go” is a critical part of that process — and if you accidentally press “go” too soon on one email, well, you have to catch all those falling marketing suitcases as they tumble out of your car. You risk sending too many emails in a row, annoying contacts. 

Investing in an automated campaign manager can solve this whole problem. It’s like your organized friend whipping out a tape measure and putting each piece of luggage in your car for you, leaving you free to gather up your family members and head out. Here’s some of the problems a campaign manager can help solve — and a taste of the good things that come with campaigns being sent out automatically. 

 

Put Time Back on Your (& Your Partners’) Side

We’re all busy. It takes time to set up campaigns and manage them day-to-day. Time that could be better spent on selling or taking care of customers. Dealing with the intricacies of campaigns takes valuable (and often scarce) resources away from other outlets, and trying to capture modern best practices in those campaigns can be intimidating as well, especially for smaller organizations. Plus, you and your team might be busy dealing with a monster ChanTech mash, which can take resources away on your side.

 

Are You on the Pulse of Digital? 

For partners whose digital efforts aren’t integrated with their overall sales and marketing, using one form of digital marketing alone may not seem worth it. Worse yet, using just one form may actually dilute the brand, misrepresenting their values and products. Companies who rely on word-of-mouth or direct mail with one sparsely filled-out Facebook page may strike a bad chord with customers, who can pick up on how savvy companies are with digital marketing very easily. And, as with before, often partners don’t have the time to completely change up their marketing strategies. 

 

Let’s Get Digital

We’ve covered the problem — partners either may not have the time, resources, or know-how to enable complicated digital marketing campaigns on their own. One solution may be an automated campaign manager. 

With simplified campaign execution and delivery, even partners who struggle with adopting digital marketing tactics can easily enable campaigns. Essentially, it’s just a matter of pushing a button for marketing materials to start going out at a preset cadence. Automation also ensures customers won’t be inundated by too many marketing materials at once. We’ve all been on the receiving end of overly enthusiastic marketing campaigns. 

Grouping automated campaigns by partner type goes even further to drive engagement and results. Targeted campaigns for specific groups can eliminate the paralysis of choosing one campaign from many and help partners pursue prospects aligned to their business specializations. 

 

No matter how you configure your marketing suitcases, automation helps both you and especially partners — automated campaigns for partners puts them well ahead in the game of campaign management. Consider it like giving partners a diagram for their own puzzle. Without having to juggle all the pieces of a multi-tactic digital marketing campaign, they’ll have the time and tools to close more deals.

Want to learn more? We’d love to chat more — or leave a comment on your experience with automation in the channel. (And if you have any tips on stacking luggage, those would be welcome, too.) 

 

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Get Schooled on a Simpler Approach to Channel Management https://ziftsolutions.com/blog/get-schooled/ https://ziftsolutions.com/blog/get-schooled/#respond Fri, 30 Aug 2019 14:24:22 +0000 https://ziftsolutions.com/?p=110542 School’s back in session. Remember the crisp sounds of opening your new textbook and fresh pencils being sharpened? Maybe helping […]

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School’s back in session. Remember the crisp sounds of opening your new textbook and fresh pencils being sharpened? Maybe helping your kids with their first batches of homework for the year sounds a little more familiar. 

But there’s another returning event besides the beginning of the school year: Channel Week. Demand Gen Report and Channel Marketer Report’s annual event dedicated to the best and brightest channel experts is back, and we couldn’t have been happier to be a part of it. Zift’s Laz Gonzalez spoke along with Sage’s Kerstin Demko on driving digital transformation through a simplified ChanTech stack. Here are some of the highlights from their session. 

 

A Simplified Approach

How can you simplify channel management ROI and solve common problems that affect it? According to Laz and Kersten, it’s vital to develop both high- and low-touch programs for different partner types. 

Different partners have different needs. It’s likely there are experts as well as less experienced marketers in your partner program. Programs that suit every level, from complex multi-touch campaigns and self-service options to concierge services for partners who need help with navigating each step, will encourage partners of different sizes and skill sets to engage with your program. Marketing enablement should be a key component in every campaign.

 

Data-Driven Pays Off

A data-driven approach is crucial. Data on partners, campaign adoption, products, and end-users can shape and further simplify processes. Demko explains Sage’s approach as a drive to help partners lean into digital transformation. By measuring how many partners have adopted cloud services, they are able to target and promote cloud to partners likely to make the switch. Making it easier for partners to migrate to modern practices increases the likelihood that they’ll make that transition. 

 

Meet Partners Where They Are

Help partners drive leads with net new and existing buyers. Enabling partner education on marketing and selling solutions can be tied back to one question: “what do partners need?” The answer to this question can also be tied back to data. Learning more about partner capabilities helps you create programs partners will love to use. For Sage, this meant finding out their partners’ skill levels. Most had limited marketing expertise, so Sage made a concentrated effort toward educating partners about marketing and the buyer’s journey. 

After that, they provided integrated marketing programs that leverage both inbound and outbound tactics. Concierge services and marketing plays with simple activities based on best practices are best for less experienced partners. Sage’s efforts paid off big time: They now have a simpler, data-driven approach, with more partner engagement, especially in concierge activations and campaign execution. 

 

Want to learn more? Don’t worry: school’s back in session, but there’s no test here. Dive in and watch our on-demand Channel Week webinar with Laz and Kerstin, “Simplifying the ChanTech Stack for Faster ROI & Partner Engagement.” 

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AchieveUnite, Channel Acceleration & the Lifetime Value of Partners https://ziftsolutions.com/blog/achieveunite-channel-acceleration/ https://ziftsolutions.com/blog/achieveunite-channel-acceleration/#respond Mon, 05 Aug 2019 18:19:44 +0000 https://ziftsolutions.com/?p=110029 Our Zift Zone Strategic Alliance Program has some standout channel leaders in its roster. AchieveUnite is no exception, with its […]

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Our Zift Zone Strategic Alliance Program has some standout channel leaders in its roster. AchieveUnite is no exception, with its commitment to maximizing results and promoting channel best practices in its clients’ channel programs. 

Recently we spoke with AchieveUnite’s founder and CEO Theresa Caragol about how our alliance benefits vendors and their partners, what they’re excited for in the rest of 2019, and thought leadership that’s changing the channel. 

 

Q: Why is AchieveUnite partnering with Zift Solutions?

A: Founder & CEO Theresa Caragol for AchieveUnite: Fifty percent of the sales cycle is done before a person ever talks to another person. So, the notion of marketing self-to-self is incredibly important in the channel right now — Arguably, more important than ever. Zift has a very good marketing automation platform and capabilities for vendors to pivot from, and we want to help bridge that gap with vendors and channel partners.

Another reason we’re partnering with Zift is the real thought leadership talent present in folks like Laz Gonzalez, who are bringing concepts and strong thought leadership to the channel. At AchieveUnite, we really resonate with that! 

 

Q: What can AchieveUnite and Zift do for channel organizations and their partners?

A: On our end, we help companies in three areas: channel marketing, strategy, and planning expertise. We ask what results they need to drive and how they plan to get those results, then we help execute those goals. 

The second area that we help with is channel marketing automation. We drive companies towards best practices in how they scale their SaaS, their incentives, and rewards. How do they scale so that they can offer the best solution at the most optimal cost for their partners and ultimately end-customers? We help them answer that question.

And then, the third area is in specific marketing and enablement initiatives to help drive adoption of the plan and automation. That could be a custom enablement program around business planning or marketing planning, or it could be digital forensics for partners to make sure that they are doing their best sales in the marketplace.

 

Q: What is AchieveUnite’s primary focus area of expertise?

A: We have a few areas of focus. We focus on consulting and we have a practice that focuses on channel strategy, channel analytics, and channel programs. There’s also our automation market, which is our integration services. It comes from an automation perspective and covers the whole suite of channel program automation that companies need to adopt. We consult and we educate.

Our practices include complete partner program assessments around partner recruiting and engagement, deal and opportunity management, onboarding, content management, concierge services as well as automation readiness and tool implementations. We also consult on modern marketing strategies which include best-of-breed digital executions and social media insights.

Our Channel Acceleration Bootcamp launches in October, which is great for companies or individuals who need to learn the channel from a strategic perspective. We’ll be focusing on topics like what go-to-market model you should have if you’re trying to build a channel program and all the different aspects of channel strategy. 

We also have ACE: Leadership by Influence. This teaches all the hard and soft skills required to be a channel leader in the industry. For instance, if a company needs to drive partners to improve their digital presence, we’ll show them exactly what a best-in-class digital presence looks like. Then we accredit them at the end of that program once they’ve adopted those recommendations. Essentially, we coach around all different aspects of the channel through our ACE program.

 

Q: Do you integrate with or provide specific services around ZiftONE? 

A: We’re a Zift Zone Service partner, which means we provide strategy and services as a complement to ZiftONE. Additionally, we help clients integrate and connect with ZiftONE, making sure that all the programs and services are built accordingly to make our clients successful. 

 

Q: What are the broader business challenges that Zift and AchieveUnite can help tackle together?

A: I would say there are two answers in this one. We’ve recently completed research with the University of Glasgow around the lifetime value of partners. You can think about customer lifetime value like this: If one customer goes and buys a car, and they’re all the same value, and they buy ten cars, that’s a 10X value, but a partner can do that a hundred times or a thousand times. So, you can basically quantify partner lifetime value. What are the six predictors that you have to have for your partner program in order to be successful to retain your partners for life? The research in our eBook: The Key to Long-Time Partner Success answers that. 

We are also going to be coming out with our 2020 channel marketing predictions soon, so be on the lookout for that.

 

Want to learn more about AchieveUnite? Head over to their blog and subscribe for more great channel thought leadership. They’re at CompTIA ChannelCon this week as well. Be sure to stop in on August 6 at 10:45am or 1pm to hear Theresa Caragol speak more on channel strategy and partner value props. We’ll be at ChannelCon, too. Looking forward to seeing you there!

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Vacation Time? Straighten Out Your ChanTech First https://ziftsolutions.com/blog/vacation-time/ https://ziftsolutions.com/blog/vacation-time/#respond Mon, 15 Jul 2019 17:44:12 +0000 https://ziftsolutions.com/?p=109901 Mid-July. We’ve entered what is traditionally known in business as the “slow” season.  We’re at the beach, in the mountains, […]

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Mid-July. We’ve entered what is traditionally known in business as the “slow” season. 

We’re at the beach, in the mountains, or simply kicking back with family. We share pictures on our phones or over IM with our coworkers when we get back. We’re all a little more relaxed in office attire and disposition. Though, much like New York City, the channel never really sleeps. Most people choose this time of year, the dog days of summer, to pack up and leave the serious channel marketing decisions until you’re ready to put your head down and get back to it in late August or early September. Right? 

Not necessarily. 

We’d argue you’ll be able to put your feet up even more easily if you know your heavy channel lifting is done before you get back. The surge of people who choose to put off buying decisions on new pieces of channel technology is well-known — when the school year starts back, so does business. 

You know how to get past procrastination. But how can you beat work worries when you’ve got sand between your toes? Take another sip of your frosty cold drink of choice and let’s get down to business before you’re out of office.

 

  1. Staying on top of tasks feels good. It’s no secret that keeping ahead of your workload feels good. Being able to leave work for time off knowing a major task is settled is a big relief, especially something as important to your work as a new channel tech provider. This leaves you with more time to concentrate on catching up when you get back, instead of feeling bogged down immediately with a huge decision hanging over your head. 
  2. You’ll have more time to play around with cool, new tech. When you get back into the swing of things, you’ll have plenty of time to get better acquainted with your new piece of channel technology. This also allows your team and extended ChanTech team time to get the nitty-gritty underway quicker, since there’s always that rush of buying decisions right around the start of the school year.
  3. When all goes well, you’ll enjoy your vacation more. You’ve done what you needed to do. Enjoy the fruits of your labor! Preferably the kind in a cocktail by the pool.

 

But just before you turn on your vacation out-of-office email message, let’s talk ChanTech. What are you looking for in your next CMM, PRM, or LMS? Advanced reporting with plenty of filtering options to drill down and enable data-driven navigation? Zift has your back. We love sharing how ZiftONE can help manage your channel program year-round — get in touch if you’d like to know more. 

 

Have any more thoughts on making big tech decisions before you take off for your summer vacation? Leave a comment on how your decision-making process could benefit (and throw in a detail or two on where you’re headed). 

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GDPR’s One-Year Mark: Wild Wild West No More https://ziftsolutions.com/blog/wild-wild-west/ https://ziftsolutions.com/blog/wild-wild-west/#respond Tue, 02 Jul 2019 18:14:15 +0000 https://ziftsolutions.com/?p=109846 It’s been one year since GDPR emerged as the first of several initiatives aimed at data privacy. Here at Zift, […]

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It’s been one year since GDPR emerged as the first of several initiatives aimed at data privacy. Here at Zift, data security is a priority. Keeping our customers’ data secure is why we’ve completed the SOC 2 Type II audit with no exceptions for three years running. 

Besides ensuring data protection, GDPR and its fellow data privacy acts have made marketers evaluate their practices for lead generation. Most marketers worth their salt (dare we say, like you!) have pared down or even eliminated the more questionable practices of the past. Still, it’s been a year since GDPR enforcement began. So it’s worth a refresh of good practices for lead generation, particularly in email marketing. 

 

This List Ain’t Big Enough for Two Practices

Email used to be the Wild Wild West of marketing — Anything goes, essentially. Emailing people who never signed up for your newsletters? Fair game. Fortunately, for the most part, we’re past that now. Between GDPR and the other laws either being carried out, like the California Consumer Privacy Act, and bills being proposed, like the New York Privacy Act, the future looks a lot more regulated for data protection standards. 

And this regulation is happening around us in real-time. Since data protection standards are changing so rapidly, it pays to stay informed of local and international (if you conduct business globally) laws regarding the use of data. To borrow from GDPR’s terminology, personal data — data that concerns an individual, such as their name or email address — is a commodity not meant to be abused. So treat your contact lists with the respect they deserve. 

People are willing to part with their personal data for convenience, or in our industry’s case, for a good whitepaper or eBook. So moving in the direction of more regulated controls over data use will not mean fewer contacts — rather, it enables more control on the contact’s part to take their data back when they’ve decided they no longer wish a company to have their info. But that’s not set in stone for many locations yet, including much of the US. 

 

Get Back in the Saddle 

The Wild Wild West is over, but it’s left its mark on some marketers who may not have caught up just yet. Get back in the saddle with these best practices for clean contact lists:

  • Trim your list for optimal open rates. Every so often, go through your list and prune out the emails driving up your bounce rates. A higher bounce rate is not a good thing. Bounce rates indicate that user is not receiving the email — either the email address is no longer active or their inbox is full. Keeping your contact list current will also give your open rates a boost. No inactive email addresses mean more people are likely to see your email. Save the tumbleweeds for the frontier, not your open rates.
  • Smaller contact lists aren’t necessarily a bad thing. This means you can drill down into specific interests and raise your open rates by targeted contact lists by region or vertical. You’ll be quicker on the draw with focused targets and likely see higher win rates. 
  • Stop when you say you’ll stop. Once contacts have unsubscribed from your list, keep that promise. Let them leave and hunt out new contacts instead. Everyone will be happier for it. 

 

Ready to head home on the range with your optimized contact lists? Hold your horses! We’d love to hear what you’re doing to clean your contact lists and navigate the changing marketing landscape around data use. Drop us a comment (and tell us your favorite old Western flick, too). 

 

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Acronym Mayhem: The Fine Line Between Expertise and Jargonese https://ziftsolutions.com/blog/acronym-mayhem/ https://ziftsolutions.com/blog/acronym-mayhem/#respond Thu, 20 Jun 2019 17:33:24 +0000 https://ziftsolutions.com/?p=109736 You’ve seen them. We all have. You’ve listened to presentations full of jargon-packed paragraphs with acronyms peppered in for flavor. […]

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You’ve seen them. We all have. You’ve listened to presentations full of jargon-packed paragraphs with acronyms peppered in for flavor. But where is the line between “we’re using this jargon to show we know what we’re talking about” and “we’re cutting-edge disruptors committed to digital transformation”? Because make no mistake, there is a line.

The channel landscape is packed with jargon and acronyms: There’s PRM, CMM, TCMA, MDF, LMS, SFA, CRM, CPQ and a whole lot more! I hear the good side of that line when Zift’s Leadership Team shares insights in their areas of expertise and even ECM (Enterprise Channel Management). They use terminology as a stepping stone to help listeners relate what they’re saying to the words people are used to hearing. After all, it can be comforting to hear and understand a level of jargon — “Ah,” you think. “Yes, I know those terms. I know what you mean when you use that acronym. I’m a part of this community. In fact, maybe I’m something of a subject matter expert, myself!” And we all love a sense of belonging tied to a little self-congratulation, from time to time. But let’s not get carried away.

Consider this blog post an etiquette lesson on the proper usage of jargon. Because we’re not arguing for complete erasure of it. As we’ve hinted, there is a time and place to use acronyms and jargon.

 

Jargon: The Dos and Don’ts

Sprinkle it in presentations. It’s ok to use jargon, to a limited extent, in presentations. Whether it’s just a stand-up with the team or a presentation at a huge conference, it’s ok to use some jargon in these settings.  Acronyms and insider industry terms can work as bridges between your knowledge and the listener’s own well of knowledge. Jargon is cliched for a reason. It works to establish an easily-understood concept that would take a lot more words to describe otherwise.

Be sparing in content. There’s a little more leeway in sales pitches and places where acronyms make sense to differentiate between different solutions. But in content like blog posts and eBooks, jargon can be a little jarring. It’s ok to use terminology from time to time, but question whether it makes sense — or if it’s just a placeholder for a more accurate if less well-known term.

Know your audience. What will be completely acceptable in one room will induce eye-rolling in another. Make sure your jargon usage engenders trust in the audience and uplifts them, as mentioned above. If everyone in the room is feeling like a subject matter expert, you’re doing it right. Another tip: Define your acronyms. You don’t want people walking out of the room wondering what in the world you were talking about!

Don’t use tricksy jargon. As Ann Handley puts it, “speak, don’t spin.” If you’re using jargon to downplay or oversell aspects of your product or solution, rethink that spin. It’s ok to smooth away some rough edges, but an outright spin can leave your audience with whiplash.

 

If you only take away one sentence from this post, let it be this: jargon can make you a great equalizer, or a person saying a whole lot of nothing. It’s up to you to walk that line, but we hope this etiquette lesson helped. Leave a comment explaining your own opinion on jargon or even a few of your favorite (or most hated acronyms) — we’d love to hear!

 

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Kick Procrastination to the Curb: Practical Tips to Stay on Task https://ziftsolutions.com/blog/kick-procrastination/ https://ziftsolutions.com/blog/kick-procrastination/#respond Thu, 23 May 2019 17:25:09 +0000 https://ziftsolutions.com/?p=109596 We all do it. So I looked to the Internet for an answer. “Why do we procrastinate?” The search engine […]

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We all do it. So I looked to the Internet for an answer. “Why do we procrastinate?”

The search engine showed me a picture of a brain first, with five question marks around it. Honestly, I related to that. Sometimes I have a lot of questions for my brain, too, like why it’s so easy to put off what needs to be finished now. Procrastination isn’t something you choose to do, though it is definitely a choice you make. Inaction is an action.

It isn’t about laziness, though. Procrastination is a choice, but it’s also a learned behavior, something we kept from ancestors. Thanks to present bias, immediate rewards (doing a less important task, like shooting a quick email to a coworker) often take precedence over long-term intentions (like writing that big presentation to higher-ups) — even if those long-term goals are significantly more important. Long-term goals can seem impossible to attain, so it seems easier to do four short-term tasks instead of one long-term project, even if those short-term tasks add up to more time than it would have taken to just bite the bullet and make progress on the bigger project.

So, how can you get around it? Let’s kick procrastination to the curb.

 

Just Get Started

The first few sentences I wrote for this blog? Not the opening words. I started with the paragraph just above this, because I saw it as a good access point to get going. Take a deep breath and dive straight into your task, even if it’s not where you’d expect to start it. Go with what feels like it will be easiest to tackle, and then you’ve got a foundation. Once you’ve got some work done on a project, even the smallest amount, getting the rest of it done seems a lot less intimidating.

 

Book Your Time Wisely

This is a tip I’ve personally started using, and it does help. Mark up your calendar with specific time blocks to work on specific projects. If you say you’re going to work on your big presentation from 3-4, that’s what you’ll be doing from 3-4. The calendar doesn’t lie. Holding yourself accountable and staying on track with relatively consistent progress using this method is easy and flexible.

Anti-procrastination tip: It’s not just calls and meetings that are repeatable on your calendar. Schedule reoccurring blocks of time for tasks you know you’ll be performing regularly, whether it be checking up on campaign metrics in our Advanced Reporting in ZiftONE or following up with partners.

 

Time Yourself with Tomatoes

No, really!

The Pomodoro technique (named after the cute tomato-shaped Pomodoro timer) is a tried-and-true method of kicking procrastination to the curb. Flesh out your to-do list, spend 25 minutes (one Pomodoro) working, and take a 5-minute break afterward. After four Pomodoros, take a 15-minute break, and then repeat the process until your task is done.

Don’t have a tomato timer at hand? The Internet has you covered: As with most things, there’s a website for that.

 

Treat Yourself

To quote the great sitcom Parks and Rec… “treat yo self.” You don’t have to go out and buy yourself something extravagant, but do treat yourself to a small reward once you’re all done with your big task. Having a light at the end of the tunnel is highly motivating — Just don’t let that reward get in the way of accomplishing your task to the fullest. Once you’ve finished up, turn on Netflix, have a cup of tea, or buy some ice cream. You’ve earned it.

 

What else can you do to stay focused and stave off procrastination? We’d love to hear what techniques you use to keep your daily schedule on track.

 

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Rule Your Channel Kingdom with ECM https://ziftsolutions.com/blog/channel-kingdom/ https://ziftsolutions.com/blog/channel-kingdom/#respond Thu, 18 Apr 2019 16:28:45 +0000 https://ziftsolutions.com/?p=109144 Imagine, if you will, you’re the ruler of a kingdom — or seven kingdoms, even. You’ve got advisers and councils […]

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Imagine, if you will, you’re the ruler of a kingdom — or seven kingdoms, even. You’ve got advisers and councils that oversee every aspect of your kingdom, and you, sitting on your throne, have eyes and ears everywhere.

Ok, yes. This is a Game of Thrones reference. Can you blame us? The final season is here and we’re excited! Don’t worry, this post is spoiler-free.

Back to the matter at hand: Let’s talk about sitting on that throne again. If there was a just ruler for Westeros, one who had ultimate visibility into every noble house, stronghold, and village in the land, that would be … YOU. At least, that would be you if you think of your partner program as your kingdom. Channel marketers hold the keys to the kingdom with Enterprise Channel Management. Send word to your nearest blacksmith for a suitable crown and get ready to learn a little more about ECM’s advantages.

 

A Dragon’s-Eye View of Visibility

Visibility is, simply put, transparency. Seeing every step of every process in every nook and cranny of your program has obvious advantages. Keeping track of how many partners are using individual aspects of campaigns and how they’re interacting with your platform are only two of the ways visibility can help you out.

Visibility can also be interpreted as synchronicity in the moving parts of your platform. Information flowing seamlessly from one aspect of your program to another is vital to maintaining accurate records.

 

Keep Your Alliances Strong with Alignment

Allegiances shift from week to week on Game of Thrones. Your partner program is built of stronger stuff, though, and your channel team is focused on one goal: the success of that program. Now if only you could just get sales and marketing on the same page. Much like some alliances on the show, sales and marketing are working toward the same goal, but can be doing it in ways that counteract the other’s plans. Staying on the same page — and working in a platform that prioritizes user experience — is crucial to your channel running efficiently. Wouldn’t want sales not to take full advantage of a marketing push, right? With ECM, channel organization is made simple with services and support, so taking advantage of a big opportunity from another department is easy.

 

Seven Kingdoms? More Like ONE

Spend less time chasing information from your ChanTech Monster (or ChanTech Mountain) and more time ruling over a peaceful kingdom — not seven individual channel kingdoms, but ONE fully integrated platform through which your entire channel can be ruled.

Want to learn more about how end-to-end visibility can benefit your channel? Sign up for our 5/1 webinar, “People, Process & Platform: Turning Enterprise Channel Management into Profit,” where we’ll be discussing the advantages of increased visibility as well as why sales and marketing alignment is vital for your channel’s success.

We’d also love to hear about how you’re ruling your own channel kingdom! Leave a comment below with your thoughts on visibility — and if you mention who you’re rooting for to sit the Iron Throne, we won’t judge.

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Passing the Torch: The Changing Channel Workforce https://ziftsolutions.com/blog/passing-the-torch/ https://ziftsolutions.com/blog/passing-the-torch/#respond Thu, 11 Apr 2019 19:12:55 +0000 https://ziftsolutions.com/?p=109090 Channel folks, let’s talk. The channel is changing, though that’s a given. It evolves every time a fresh, exciting product […]

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Channel folks, let’s talk.

The channel is changing, though that’s a given. It evolves every time a fresh, exciting product takes the industry by storm, or a partner program pulls off a bold new way of achieving ROI. There’s one huge change on the horizon, though, that’s finally getting some air time.

As Jay McBain noted this week at the 2019 Channel Partners Expo, 40% of channel business owners are planning to retire in the next five years. That’s a pretty stunning statistic by itself, but we’ve got another big stat following right behind.

75% of the channel is going to be made up of millennials by 2024, and that number is even higher in customer-facing and channel sales roles. Startled that such a huge chunk of the workforce will be comprised of the generation killing every industry you can think of? (Napkins, golf, soda…) You shouldn’t be. The channel will be in good hands, though, of course, it’s possible I’m biased. I’m a millennial myself, after all.

I’ve mentioned being a millennial before. We’re up and coming — most of us are settling into our career paths, or still figuring out where our career path is. We’re hungry for meaningful work, and a lot of us will search the field until we find something that scratches that itch. We are the future faces behind technology, and we’re an industry-busting, individualistic, curious bunch. We’ll ask the tough questions, and come up with new answers.

And we’ve got some tough acts to follow. Channel vets have broken ground on some seriously exciting stuff for the road ahead, like hyperspecialized industries and the rise of agencies in the channel. Passing the torch to millennials means acknowledging that how the channel works will evolve even more over time. As it is, it’s already much different than it once was — partners are choosier than ever, and both partners and suppliers are having to be more aggressive when going out for the sell.

Here at Zift, we’ve been thinking about going forward a lot. We’re looking forward as ONE, and are pouring our teams’ diverse talents into a vision of a platform totally dedicated to ONE complete channel management system.

The channel will just keep changing, so: We all need to be channel chameleons. Accept change, and adjust accordingly.

 

Have any thoughts you’d like to share on the young and young-at-heart in the channel? We’d love to hear your take! Leave a comment below.

 

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Email Deliverability: How to Land in Contacts’ Inboxes https://ziftsolutions.com/blog/email-deliverability/ https://ziftsolutions.com/blog/email-deliverability/#respond Wed, 20 Mar 2019 17:41:01 +0000 https://ziftsolutions.com/?p=78403 You draft. You revise. You test. And test again. And test some more, just for good measure. But even if […]

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You draft. You revise. You test. And test again. And test some more, just for good measure.

But even if you craft the perfect email, it will go directly to spam if you’re not sending it to the right contacts in the right context. How can you improve your deliverability rates?

 

What is Email Deliverability?

Email deliverability refers to the rate at which emails make it to subscribed inboxes. This is different from email deliveries (meaning the email has made it to the recipients’ inbox) or sends (meaning the email has been sent, but may not have made it to all inboxes yet). Both matter in terms of marketing, but ultimately deliverability is a leading indicator of email marketing success. If the email you spent so much time creating doesn’t get out of the gate, what good is it doing you?

 

Why Does Deliverability Matter?

If your business sends out emails, deliverability matters. Hitting your target audience’s inbox remains a great path to precious clicks and potential sales. Otherwise, you’ll be relegated to the dreaded spam folder, along with other unfortunate emails, legitimate and otherwise (I doubt a Nigerian prince is really asking for your help).

 

Opt-in or Opt for Penalties

It doesn’t matter how many inboxes your emails get sent to if the recipients haven’t opted-in to receive an email from you. You’ll need to stay in compliance with the laws in both your country and the country where your recipient lives. Thanks to CAN-SPAM and GDPR, you can get penalized for buying email lists, so we do not recommend that practice. There are also practices to stay in compliance with Internet Service Providers, or ISPs, and Email Service Providers, or ESPs. Stay on the good side of the law, ISPs, and ESPs, and you’ll have no trouble on that count.

When contacts sign up for your emails, they should have a very clear idea of what they will be receiving, and they should be able to opt out at any time. If a contact signs up to receive alerts for new blog posts, they do not automatically want to hear about upcoming events. Make it simple to unsubscribe from lists and adjust preferences, and you’ll stand a better chance at making it to inboxes.

 

Deliverability Dos and Don’ts

How can you improve your deliverability rates? To end up in your desired inbox, you have to avoid getting flagged by spam filters. This is largely determined by your sender reputation, which is how ISPs judge if you are a legitimate sender. Two metrics heavily factor into your sender reputation: complaints and hard bounces.

Complaints mean a recipient marked your message as spam. If your company’s complaint rate exceeds 0.1%, you risk suspension or losing the ability to send emails. The suspension can be short- or long-term, depending on the severity of the complaint rate. Hard bounces indicate your email was sent to an address that no longer exists. There is slightly more margin for error with this metric, but you should strive to remain between 0-1%. Get to 5% or higher hard bounce rate, and you’re at risk for suspension. Clean up your contact lists regularly to lower bounce rates.

Now, look at the emails you’re sending. Are you sending content opted-in contacts want to see? No matter how well-crafted the email, if it isn’t relevant to your recipients’ interests or isn’t what they signed up to see, you run the risk of spam complaints. Your email marketing health depends on sending contacts content they signed up to see — so don’t send irrelevant content or too much of a good thing.

A really easy way to improve deliverability? Check your subject lines before you send. ISPs look unkindly on certain phrases associated with spam emails, like “risk-free” or “FREE.” Keep your subject lines short, snappy and genuine, and emails should slide through spam filters no problem.

 

Confident your emails will pass the spam filter and land in inboxes? Let us know how you conquered the pitfalls and kept your sender reputation intact in the comments below.  

 

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WeChat: The Social Media Giant You Should Be Paying Attention To https://ziftsolutions.com/blog/wechat-social-giant/ https://ziftsolutions.com/blog/wechat-social-giant/#respond Thu, 14 Mar 2019 17:44:53 +0000 https://ziftsolutions.com/?p=78328 “So, what’s the deal with WeChat?” That was the question among coworkers and I discussing social media matters. Being American […]

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“So, what’s the deal with WeChat?” That was the question among coworkers and I discussing social media matters. Being American and thus not WeChat’s primary audience, we were stumped. I knew I wanted to learn more, because companies interested in expanding and maintaining their APAC presence, particularly in China, invest in WeChat. What I didn’t know was, Why?

It’s difficult for people outside of China to fully grasp the influence and importance of WeChat. It’s similar to Facebook’s presence in America, but even more so. In China and parts of southeast Asia, WeChat is where you go to read your daily dose of news, it’s your digital wallet, and it’s how you chat with groups of friends. It’s become a cultural phenomenon, and with its subsidization by the government, it’s becoming even more deeply ingrained in daily life.

Over one billion people opened their WeChat accounts on a daily basis last year. 45 billion messages are sent on the platform every day. Facebook is even eyeing WeChat for inspiration — Mark Zuckerberg has indicated interest in implementing a WeChat Pay-style digital wallet on Facebook.  

So, the question here is: Why and how should you get your piece of the WeChat pie?

 

Why WeChat?

WeChat can bust doors wide open, metaphorically speaking, in China. Posting to WeChat means millions of potential views in a sometimes hard-to-crack market for businesses that aren’t locally-based. If you’ve got a base of operations or business ties in China, it’s well worth your time to look into getting an account set up. Flagging the attention of an audience that views WeChat as their phone’s base of operation pays off — WeChat is China’s Facebook, Uber, and PayPal all rolled into one.

 

How Can You Get Started With WeChat?

It is not nearly as simple to create a WeChat account as it is to create a Facebook account. You won’t be able to spin up a bare-bones account in an hour, but don’t worry. You can create a WeChat Official Account, which is similar to a Facebook company page, even if you aren’t based in China.

From there, you’ll be able to push social posts to followers and pursue organic as well as paid ad strategies. Wondering if Zift integrates with WeChat? Of course, we do. With Zift, you can create syndicated posts for WeChat and send them out to authorized accounts.

Keep in mind, there are over 10 million Official Accounts on WeChat, and all of them are subject to stringent rules on content. Posting rules vary from industry to industry. You’ll need to be careful to tailor content to the audience’s cultural values. IT companies have little to fear from this, though. B2C companies are far more heavily affected.

Are you using WeChat in your global or APAC marketing efforts? Leave us a comment and tell us about your WeChat experiences!

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5 B2B Companies Doing Social Media Right https://ziftsolutions.com/blog/5-b2b-companies/ https://ziftsolutions.com/blog/5-b2b-companies/#respond Wed, 13 Mar 2019 18:29:25 +0000 https://ziftsolutions.com/?p=78304 You’ve heard it — and perhaps even felt it. B2B social media isn’t always fun. B2B social should be serious […]

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You’ve heard it — and perhaps even felt it. B2B social media isn’t always fun. B2B social should be serious and business-oriented, and therefore, completely dry.

We agree to disagree. While B2B social is a tougher nut to crack in terms of straddling the line between capturing attention (and followers) and maintaining professionalism, everyone scrolling through their social feed is human.

We all want that human element — human to human instead of business to business — and we’re all way more likely to notice and interact with social posts that appeal to empathy. B2B audiences are more professional than B2C, so a lighter touch goes a long way. We’re highlighting some B2B companies that are bridging the gap and posting content that resonates with their audience on social. Let’s go to Twitter, shall we?

 

Cisco: Empathy & Enthusiasm

This tech giant, whose products range from Security to Cloud to Internet of Things, has a social presence as varied as their product line. From making use of video to personalized GIFs that spice up announcement posts — We love their enthusiasm!

Cisco’s human-centric stories capture the breadth and depth of their products while showcasing the personality of their people.

Twitter photo of a woman surrounded by bags

Cisco’s Twitter feed is a great example of professionalism with empathy. Check out their page for yourself.

 

SiriusDecisions: Not So Serious After All

SiriusDecisions, a respected B2B research and advisory firm, has a Twitter feed filled with tons of resources and links to their analysts’ and business-focused content. Some research firms go fairly serious with their social media presence, which is an understandable decision. SiriusDecisions embraces humor and humanity. Take a look at this recent event promotion and you’ll see what we mean.

Now that’s an event we’d like to attend. We always look forward to following their webinar live-tweets, which are informative and entertaining. Get a closer look at the flavor SiriusDecisions adds to posts on their Twitter feed.

 

Star2Star: Making History Buffs of All of Us

Star2Star Communications, a UCaaS and VoIP leader, has a social feed that caters to their position and history in Telecom. Specifically, we love their #ThrowbackThursday posts, which often call back to important moments in Telecom history.

Twitter post

Star2Star knows their angle and they’re owning it. It’s fresh and informative. Take a closer look and learn a little about the past.

 

Atlassian: On Brand & On Trend

Atlassian’s social media presence is, well, fun. The company provides software development and collaborative tools to improve performance and cohesion among teams. Their social feed reflects those values. Between links to blog posts about work-life balance and think-pieces on professional self-improvement, they have a distinctly eye-catching art style that makes us stop scrolling and click to learn more.

Twitter post

Take a look and learn a little about leadership while you’re at it!

 

Marketo: Working Their Marketing Magic

If you’re a marketer, you’re likely already aware of Marketo. And their social feed reflects this. They push thought leadership that their followers, likely well-versed in marketing themselves, will want to read. We had to recognize them because they target what their audience wants to see so well. Whether it’s their #StatoftheWeek, a marketing best practice or blog post recommendation, we love seeing them on our feed because their posts always deliver something we can actually use.

Twitter post

Bet you want to read it, right? Find more clickable content on Marketo’s Twitter.

 

Have you come across any B2B companies that are knocking it out of the park on social? We’d love to hear about them! Leave us a comment and share who you’re excited to see on your feed.

 

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The Art of Social Listening https://ziftsolutions.com/blog/social-listening/ https://ziftsolutions.com/blog/social-listening/#respond Thu, 28 Feb 2019 16:27:38 +0000 https://ziftsolutions.com/?p=78228 You’ve got your social media accounts set up on the usual suspects: Twitter, Facebook, LinkedIn and a handful of others. […]

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You’ve got your social media accounts set up on the usual suspects: Twitter, Facebook, LinkedIn and a handful of others. You’re sending out social posts on a regular basis, and double-checking that they’re not being sent at 3 AM Saturday night because you know the importance of timing. You’re connecting with customers, colleagues and prospects regularly, and getting your brand’s name out there. What more could you do to set yourself apart as a social media superstar?

There’s a simple answer: Listen. Listen to what your customers and prospects are saying directly to you — and about you on social. Search this feedback out whenever and wherever possible. And, again, really listen.

 

Listen & Learn

Imagine an artist showing their work and trying to build a following. Perhaps they believe they’ve created some great work. But if gallery owners aren’t happy with one aspect, what can the artist do? Of course, they could continue to paint their way, without listening to any feedback. Or, they can use the feedback to experiment and create new pieces that win rave reviews. You can do the same with social media. Either block out critics entirely — or take in critiques and even use them to your advantage as you adjust tactics and acquire new fans and followers.

Social media listening is more in-depth than keeping track of mentions and responses to social posts. It’s a high-level, analytical tracking process focused less on details like shares and comments and more on patterns and themes. Keeping an eye on mentions and shares is, of course, important as well, but looking at posts on an individual level can make social listening more intensive than it needs to be.

 

Mention Mayhem

About 30% of tweets that mention a brand don’t include that brand’s handle. So, how can you track and respond to mentions? A quick word of warning: Don’t try to find every single mention across the entire Internet. You’ll be pulling your hair out from frustration. However, do keep track of as many moving parts as you can. While you can’t monitor every single mention, you can monitor general sentiment and easily keep a pulse on how your company is viewed as a whole. This will help you get a handle on customers’ feelings for your brand, which is a powerful metric to have in your toolbelt.

One easy way to do this is to use a tool to keep up with PR and other news on your company — Google Alerts is an easy (and free!) way to monitor every time a certain phrase, such as your company’s name or a specific product line, is mentioned in the news.

Another way to listen is not to focus on your brand specifically but on your overall business vertical. For instance, if you’re involved in selling cloud solutions, you could track the hashtags #cloudcomputing, #cloud, #aws, #security, #bigdata, #datascience, or #iot to start. Drill down even further to find out who is looking at those tags and how you can support their needs.

 

Aim to Impress

Social listening presents a huge opportunity to impress customers. If they have a question, complaint or feedback, you can jump in immediately and provide assistance accordingly. This accomplishes two things: It gives you an air of authority, leadership and responsiveness.

Answering customer questions quickly is something customers have come to expect. 41% of US customers expect a response to questions on social media in 24 hours or less — and preferably less. Try to get back to customer inquiries within the hour. This should help to leave the customer satisfied and ready to recommend your company to others.

 

Have any thoughts on social success? What techniques do you use to keep an ear on the pulse of social? Share them in the comments below — we’d love to listen!

 

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Easy Listening: Can’t-Miss Tracks from Essential Channel Visions https://ziftsolutions.com/blog/easy-listening/ https://ziftsolutions.com/blog/easy-listening/#respond Fri, 08 Feb 2019 16:26:44 +0000 https://ziftsolutions.com/?p=77988 Alright, I admit it: I’m a millennial. An avocado-on-toast, phone-toting, hashtag-using millennial. (#JustMillennialThings) I’ll likely never fully understand the joy […]

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Alright, I admit it: I’m a millennial. An avocado-on-toast, phone-toting, hashtag-using millennial. (#JustMillennialThings) I’ll likely never fully understand the joy of flipping a record onto the player and letting the needle drop, not when Spotify and my phone’s music library are so convenient. But one of my fondest memories is going through a collection of my dad’s old college records with him and talking about the music he listened to back in the day. We had a surprising amount in common — The Beatles, Led Zeppelin and Elton John were both in his collection and on my phone. Some artists are classics, and their messages carry on.

So when our Essential Channel Visions eBook came out, I was reminded of that big cardboard box of classics. Just like those musicians, our channel stars — or, I could say, channel rock stars — have some seriously useful messages that can be applied no matter where you are in your channel lifecycle. Whether you’ve got a small partner base and a scrappy program just getting started or a huge, complex program with tons of bells and whistles, you’ll find a message worth remembering and adding to your own collection of channel knowledge.

Let’s go through a few highlights from the eBook. It’ll be like listening to a new album and recognizing that the song you’re listening to is going to be one of your favorites.

 

Catchy Chorus: Allowing for Different Avenues for Success

Jonathan White, veteran Channel Marketing expert, has seen a lot of change in his years in the channel. Today, there’s a much more symbiotic relationship between suppliers and their partners, as well as a more proactive, level playing field through the use of technology.

Jonathan gives a key piece of advice that’s useful for suppliers and partners: There isn’t one “silver bullet” for success. Different partners will excel at different marketing activities. Successful partners are usually comfortable with multiple marketing tactics, and they’re the ones driving engagement. Keeping multiple marketing components in play for different partners and a solid strategy that unites every asset involved can help drive success.

 

Sweet Guitar Solo: Marketing To and Through Partners

Marketing to partners is just as important as marketing through them. Partner adoption can cause snags for even the most prepared platforms, but suppliers can tackle this head-on by “prescriptively working with partners to really show them what’s in it for them to market to them as much as through them.”

This is why, channel analyst and Zift’s own Chief Strategy Officer Laz Gonzalez argues, concierge programs are a good solution. Marketing concierge reaches out to partners and keeps marketing activities going prescriptively. Laz also drops this rocking statistic: programs with a marketing concierge “perform 80% higher than programs that don’t.”

 

Bridge: Best Practices for Successful Partners

Let’s finish on a crowd pleaser: Best practices from Channel Maven Consulting CEO Heather K. Margolis. Make sure your partner communications are beneficial to you both: if it doesn’t include something that helps partners build their business, rephrase or scrap it.

Social media is a tool that can’t be counted out for partners, either. Partners making themselves available online for end users to find before reaching out is crucial. Building up a presence makes a difference. “In order to be successful, it’s really important for partners to have a presence online specifically to nurture connections.”

 

Let us know your thoughts — what do you think of our channel rock stars? Keep the beat going in the comments below, and go check out the eBook itself.

 

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Channel Visions: Sage’s Self-Serve Philosophy https://ziftsolutions.com/blog/sages-self-serve-philosophy/ https://ziftsolutions.com/blog/sages-self-serve-philosophy/#respond Tue, 29 Jan 2019 15:25:13 +0000 https://ziftsolutions.com/?p=77910 “If you give a man a fish, you feed him for a day. If you teach a man to fish, […]

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“If you give a man a fish, you feed him for a day. If you teach a man to fish, you feed him for a lifetime.” Likely you’re familiar with the old saying. You can relate it to teaching someone a skill. Or, if you want to really hook partners and results, you can learn from Sage, the global market leader in cloud business management solutions. They’re teaching partners to self-serve in their partner portal.  For suppliers with a large and complex partner base, helping partners learn to help themselves isn’t just ideal — it’s crucial.

 

Reeling in Results

We see a lot of different ways of managing channel programs here, as you might imagine. When you have over 80% of channel chiefs using your product, you become aware that there are a million ways to run a successful partner program. There are so many good ways to support your partners, but Sage’s method is pulling in exceptional results.

During a recent Zift Customer Strategy Session, where Zift customers gather to share what makes their specific campaigns and initiatives sink or swim, we learned about Sage’s take on partner enablement. Capping off a day packed full of channel knowledge, Sage North America Partner Marketing Director Kerstin Demko gave us a deep dive into how Sage supports their partners by empowering them to do more on their own.  

 

Letting Partners Cast the Line

Demko asked, “How do we teach them to be better partners? How do we give them the tools to be great fishermen, so they can help themselves for a lifetime?”

Helping partners drive their pipeline through the channel in a way that also allows partners to learn and grow, not just accepting help, but actively nurturing their own growth as marketers, is an end-goal worth striving for. When your partners touch as many different industries as Sage’s do, it’s easiest to nurture growth enabled by the program and fostered by partners themselves as opposed to using a more concierge-based approach (though that, of course, can be successful as well). It all depends on what works with your specific blend of partners and industry standards.

 

Small Fish in a Big Pond
Nurturing and teaching smaller partners, who are busy themselves, is a key point for Demko. Helping and even prioritizing partners who don’t have a marketing department or many resources outside of Sage’s offerings is vital for their program. If you’re asking a small business to help you drive revenue, you’ve got to reach out a hand and make it easy for them to help themselves. You’ve got to teach them to fish.

Watch Demko talk priorities and fishing poles in this great new video from our Channel Visions series. Then, drop us a line to let us know your thoughts. We’d love to hear from you — Does your channel program tend to align with Sage’s — or do you feel like you’re constantly baiting the hook for partners or casting a hook with no bites?

 

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Top 10 Channel Chatters of 2018 https://ziftsolutions.com/blog/top-10-2018/ https://ziftsolutions.com/blog/top-10-2018/#respond Thu, 03 Jan 2019 19:12:12 +0000 https://ziftsolutions.com/?p=77628 We were chatterboxes this past year — and for good reason. We had a lot to share. Let’s take a […]

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We were chatterboxes this past year — and for good reason. We had a lot to share. Let’s take a look at the most popular posts of 2018 in a good old-fashioned top ten countdown:

 

10) Inside Zift Q&A: Meet Krista Fuller and Her Passion for Product Marketing

We talked to VP of Product Marketing Krista Fuller about her vision for Zift and Product Marketing into 2019. She had a lot to say on both topics as well as her love for working with channel professionals:

“That’s one of the parts of the channel I like best: People invested in the channel, like my fellow Zifters, tend to work well with others. Whether it’s nature or nurtured by industry, people in the channel are very good at networking. Channel programs do a lot with a little, so it makes sense that the people behind them are good at connecting the networking dots to get what needs to be done, done.”

READ THE BLOG


9) What the Channel Can Learn from Veterans

For Veteran’s Day, we turned to Sales Director and Vet Sean Lardo, who offered some insight on how companies like TrainOurTroops are helping veterans gain a foothold in the civilian marketplace — and what assets vets bring to the channel. “Soldiers think differently. We’re five steps ahead. We know 100 percent of every plan fails. And we know how to prepare for every variability. This mindset, which comes from serious training and experience, can be an incredible asset (particularly in the channel). It can also be tough to translate into a civilian career.”

READ THE BLOG

 

8) Siriusly, Vegas!

Our coverage of the SiriusDecisions Summit back in May was a big hit. Between Lisa Hyatt’s fun coverage of “cigars, a broken toe, and a dance-off to some Michael Jackson jams with a total stranger,” there were some serious insights on Zift’s presence at the Summit, emerging channel trends, and our run-ins with channel friends new and old.

READ THE BLOG

 

7) GDPR Made Simple

The General Data Protection Regulation (GDPR) is firmly in place now, but earlier this year, there was panic among those affected by the ruling as they got their houses in order for total compliance. Cameron Sutton wrote a short and sweet summary of what GDPR means in layman’s terms, and defined some head-scratching terms like “right to be forgotten” and “personal data.”

READ THE BLOG

 

6) Pamper Your Partners by Putting Them First

Keeping partners happy doesn’t mean funding a spa trip. You can soothe stresses just as easily by taking some of the ideas in this blog and running with it. The most important take-home? “One of the toughest aspects of managing a channel marketing program is trying to keep partners happy and engaged. Putting partners first is one of the best decisions you can make for your program. However, it’s easy to misinterpret what your partners are asking for and replace it with what you think partners are asking for.” Read the article for more specific ideas for cultivating partner zen.

READ THE BLOG

 

5) When Trucking Meets B2B Marketing

“Powerful mythology surrounds truckers and the trucking imagery in general.” So when our longtime customer Mack Trucks started tapping into the imagery in trucking through a modern B2B campaign series involving an interactive experience, we sat up and paid attention. B2B marketing can be modern and slick while still staying true to their industry — learn how in the blog.

READ THE BLOG

 

4) The Importance of Providing Partners with Relevant, Engaging Content

“The purpose of content is engagement.” True, right? It’s a little more complicated than that, though: There is a difference between available content and the content partners want to engage customers. Cameron Avery offers his insight on balancing the line between a thoughtful, authentic and relevant piece of content and sales-focused content that often ends up lying on the wayside.

READ THE BLOG

 

3) Don’t Just Take Our Word for It

Zift CEO Gordon Rapkin wrote this blog when Zift was recognized as a Leader in both The Forrester Wave™: Partner Relationship Management, Q4 2018 and The Forrester Wave™: Through-Channel Marketing Automation, Q2 2018.

And while everyone does stop to listen when Gordon steps to the mic, even industry analysts agree, “Zift is the only channel technology provider recognized as a Leader in both PRM and TCMA — and capable of delivering end-to-end Enterprise Channel Management.” Read the full blog to find out how Zift does more for channel organizations than anyone else.  

READ THE BLOG

 

2) How Zift Became the Global ChanTech Standout: What’s Next and What’s In It For You

Gordon Rapkin’s blog posts both rated big this year. His summary of our 2017 accomplishments and Zift’s roadmap for the year ahead got the second-most page views for our blog this year. 2018 has turned out to be a huge year for Zift in terms of what we’ve accomplished, as you can see from the other blog posts on this list and from our press releases. As he says in the blog, “we’re far from done.”

READ THE BLOG

And the number one blog post for 2018 is… (drumroll, please)

 

1) Rules of Engagement: Getting and Keeping Partners Engaged

This blog, with its focus on offering simple tips to increase partner engagement, wins the prestigious title of 2018’s Most Viewed Channel Chatter Post. It’s a small but mighty post, packed with tips for better partner engagement such as: “Encourage engagement with incentives for each tier of partners — whether they’re top performers or only occasionally make use of your collateral.”

READ THE #1 BLOG

 

Keep up with Channel Chatter and discover your favorites as they’re published. We’ve got a ton of great posts waiting for you. Here’s to the top Channel Chatter posts of 2019!

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Is Your Partner Portal Coming to Play or Win? https://ziftsolutions.com/blog/play-or-win/ https://ziftsolutions.com/blog/play-or-win/#respond Thu, 20 Dec 2018 19:55:29 +0000 https://ziftsolutions.com/?p=77593 What’s the main difference between any old partner portal and a partner portal that’s ready to hustle? A portal that’s […]

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What’s the main difference between any old partner portal and a partner portal that’s ready to hustle? A portal that’s vying for gold has a partner-focused strategy tying every aspect together.

When partner portals are designed around a smart, consistent content strategy, channel partners have access to the information, tools and assets they need when they need it. That means your team won’t be wasting resources chasing after objectives for partners and can get real work done.

Another big benefit? When everything in your portal is readily available for partners to dig into, your partners are more effective sellers — and more loyal to your business and solutions to boot.

Remember: The primary users of your partner portal are, amazingly, your partners. A portal designed to cater only to supplier-side business needs simply won’t be successful, no matter how innovative or eye-catching it may be. Make it easy for partners to do business with you, and create a portal that takes into account what they need from you, far more than what you think is important.  

 

Mobile From the Get-Go

Mobile should be a part of your portal strategy from the get-go. It’s no longer optional to have a responsive site page; it’s crucial. Partners need to be able to access what you’re giving them wherever they are, whether it’s at their office or selling your products in the field.

 

Portal Priorities for The Win

Building a portal? Keep in mind your #1 priority: your partners. Let’s go over some quick best practices:

  • Personalization, personalization, personalization. Portal content should be tailored on an individual level — not just for partners, but for the individuals therein. Personalize based on individual usage, engagement and activity levels for optimal results.
  • Respect your partners’ time, and demonstrate it through your platform. Minimize the clicks required to get to content in your portal to make it clear it’s built to help them get their work done faster.
  • Understand the partners’ journey. When new partners are logging into the portal for the first time, greet them with welcome content and a tutorial on where the most relevant content they’ll need is. Better yet, give them a personal walkthrough that lets them ask questions and get immediate answers.
  • Go at the partner’s pace. Find harmony with their pace and introduce next steps when suitable to their own needs and interest levels. Go the extra mile by presenting content, training and more in an easy-to-navigate format.
  • Reward partners for using the portal. Make the benefits of using your portal clear for partners. Adding a tangible benefit for completing tasks will make partners feel like completing tasks is worth their time and energy.
  • Create a compelling atmosphere. Make your portal visually attractive, with not too much text clogging up the main arteries your partners will be navigating. Partners will keep coming back and using a portal that’s easy to understand and get around.
  • Make it a one-stop-shop. Add all the bells and whistles partners will need to be successful in your portal. Make it easy to access channel enablement tools and resources to help grow revenue, build their marketing program and educate team members on supporting and selling products.

The best partner portals, those partners keep coming back to and using resources from and logging time in, simply go further than portals that exist to further supplier interests with little consideration for the partner experience. They build deeper commitments with partners from day one with nuanced onboarding procedures and sustain profitable channel programs. Winning portals help partners close more sales deals, and get sweet, sweet ROI for suppliers. So why not go for gold?

 

Drop us a comment below about your winning partner portals — and the not-so-winning versions that came before it. We love to hear your feedback!

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Innovation and Inspiration: Takeaways from Women of the Channel East https://ziftsolutions.com/blog/innovation-and-inspiration/ https://ziftsolutions.com/blog/innovation-and-inspiration/#respond Mon, 10 Dec 2018 19:33:53 +0000 https://ziftsolutions.com/?p=77454 The channel is changing. We say it all the time, but as inclusivity moves to the forefront and women continue […]

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The channel is changing.

We say it all the time, but as inclusivity moves to the forefront and women continue to break the glass ceiling in STEM fields, ripples continue to spread through organizations. The channel is certainly no exception. Women stepping up and inspiring and mentoring young women taking their first steps in their careers is becoming more and more commonplace — just look at the popularity of well-known women’s mentorship group Lean In.

Women of the Channel East is an event dedicated to showcasing the power and influence of women in channel roles and celebrating how that is shaping the future of channel sales and marketing. It’s all about inspiring current and future technology leaders. Several women from Zift attended in early December and came away with insight to share. Let’s give them the floor:

 

Heidi Parent, Senior Customer Success Manager

‘The energy just grew and grew’ –I am very grateful to have had the opportunity to spend time with some great Zift women at a truly inspiring event. The speakers were motivational and genuinely interested in providing women, both executive and not, with skills to have the confidence to follow their dreams and take the next step in their careers. The energy just grew and grew throughout the event. Networking was great; I met some new prospects as well as some current clients throughout. One James Keller quote used during the event has stuck with me: “A candle loses nothing by lighting another candle.”

 

Andrea Kottong, Customer Success Director

‘A strong sense of resonance’ — The overall message of WOTC is to encourage women to believe in themselves, take chances, embrace failure as part of the process, and be persistent. These aren’t new or earth-shattering concepts, but the stories from the presenters were compelling examples of these messages and really resonated. With that resonance came a strong sense of camaraderie and connection amongst the attendees that made the networking especially powerful. This was my first time going to the WOTC event and I appreciated the opportunity for the self-reflection and introspection the topics encouraged. I also really enjoyed getting to know my fellow Zift women better and hearing their perspectives on our business. This is a great way to promote the career growth of women at every stage.

 

Erin Bolton, Strategic Account Director

‘The collective, authentic desire to help each other’ — It was an honor to represent Zift at the WOTC East conference this year. Let me share my experience so you can get a better sense of the event – perhaps you’ll even want to go (women and men alike).

First, you are taken aback by the sheer number of successful women in attendance! There are so many talented, accomplished, articulate and knowledgeable women at WOTC. It is truly inspiring.

After listening to so many successful and passionate women, some of them CEOs, EVPs, authors, or Channel Chiefs to name a few, you are compelled to do better, push harder, accomplish more, mentor, contribute to your community, go to the gym more – suddenly your personal and professional goals have expanded! Okay, in all fairness, the one woman who was a BOD Chairman, author and triathlete made me feel pretty inadequate.

You also have some really amazing one-on-one conversations with very genuine women in the channel. They want to advance and help you in your career. In turn, you want to support and guide them through their goals. The collective, authentic desire to help one another in our profession and create greater results in the industry becomes obvious. You leave exhausted yet rewarded with new knowledge, new connections and a renewed outlook on the power of women in the channel.

 

Sheila McNeil, Director of Sales, East

‘Dynamic and Diverse’ — I, too, truly appreciated attending this event with this team of women from Zift. This was my second year at WOTC and I found it even more inspiring than last year as the speaker lineup was even more dynamic and diverse (culturally, age and professionally). The second day brought sessions that appealed to women in different stages of their career and challenged the audience to participate with each other and share what we can offer to each other — a message or advice that we may have received in our life and careers that might resonate with the person next to us. My biggest takeaway was a reminder that no matter where that we are in our careers, where we live, what our age is or what our life experiences have been, we have so much more in common than we know, and it connects us universally.

 

Krista Fuller, VP of Product Marketing

‘So What?’ In sharing her keynote From Ordinary to Extraordinary, Sheri Hedlund, Vice President, US Channel Sales at Dell EMC, asked the audience of 1,000 channel leaders and executives to consider how they could transform their seemingly ordinary business experiences into career-defining high points. As a product marketing leader, the simplicity of the ‘so what’ question resonated with me. She cited how an early executive coached her to answer the question of ‘so what,’ helping her understand the value of engaging the audience directly, clearly and succinctly.   

Women are great storytellers, for sure. However, in telling the story, we can sometimes overlook the need to capture the audience’s attention with why they need to listen. Most great stories that you love don’t follow a linear flow. They hook you — That hook is the ‘so what.’ How does this idea impact growth? What is the innovation that will transform actions? How will team performance improve? Remembering to frame key business discussions with the ‘so what’ can help turn ordinary communications into extraordinary communications. I encourage you to give it a try!

 

Laurie Balcerak, Strategic Account Director

‘Educational, Uplifting and Energizing’ I’ve been attending the WOTC event for a number of years — I think this is actually my twelfth year in attendance — so as you can see, I definitely feel it’s important. It was an honor to represent Zift and be able to say that we, as an organization, had a record number of talented women in attendance (six of us in total).

The event for me is important for 3 key reasons:

  1. It’s so important to devote time to “sharpening your saw” and this is an event that is educational, uplifting and energizing. The overall themes of the event have not deviated much over the years, but topics evolve to remain current to the business climate and we’ve see the attendance grow from less than 50 women to over 1000. That alone is phenomenal (although a bit more challenging to find folks while on-site). The power of women in technology is growing; organizations are committed to the personal and professional development of women at all levels of their careers and that gets me really energized.
  2. The opportunity to engage with colleagues, customers and prospects is tremendous.  You can plan 1:1 time with folks you know, reconnect with ladies you’ve not seen in a while and meet new people. In addition, there were a number of sessions that gave various women the opportunity to share their stories and make you feel like a real part of a community. We all get caught up in the day-to-day work that needs to be done (everyone’s “to-do” list is long and impressive), but you realize when listening to the presenters that we all have the capacity to share, mentor, be a sounding board and uplift others like a candle — which can share its light with another without diminishing its own.
  3. The strength and generosity of women in technology is astounding. At each event, there’s an organization in need that is a focus. When women in technology come together, they make a difference. At this year’s event, the women in attendance raised over $20k for this year’s organization. The capacity for giving back and working to uplift others is inspiring – and women in technology understand the value of giving back.

Each year, the event helps me to boost my energy level for that mad dash to the year-end finish line and go into the new year with renewed optimism.

 

We’re glad to have attended Women of the Channel East and hope to continue that spirit of encouragement and inclusivity through to interactions with customers and internally. Did you attend WOTC or want to share your thoughts? We’d love to hear back from you.

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Solving for Success: How to Streamline Partner Onboarding & Speed Time to Sales https://ziftsolutions.com/blog/solving-for-success/ https://ziftsolutions.com/blog/solving-for-success/#respond Fri, 30 Nov 2018 15:53:58 +0000 https://ziftsolutions.com/?p=77357 It’s the eternal equation: Suppliers + Channel Partners + X =  Faster Onboarding and Time-to-Sales. So how do you solve […]

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It’s the eternal equation: Suppliers + Channel Partners + X =  Faster Onboarding and Time-to-Sales. So how do you solve for X? And, in doing so, create a more powerful, engaging and profitable channel program. You could start by reading Andrew Sigmund’s recent take on on why automating onboarding will save you time and partner satisfaction (in fact, please do!) — Or you can keep reading for solid tips to you solve this equation for yourself, your partners and your program.

 

Onboarding – Hurdles = Happy Partners

Onboarding partners into a portal and platform they will remain active in is always the toughest part of the equation. How do you make sure they log into the portal in the first place? Send an email with the basics (username and login), along with a convenient link to the login page itself and a few details about how your program and portal will benefit their business. If they still don’t log in, pick a time to send a nudge to their inbox, calendar invite to discuss or place a quick phone call reminding them of the benefits awaiting them when they do log-in. Automation can make a significant difference here. You can set an email to automatically go out after a certain period of inactivity on a new account.

The important thing is to get partners through the door of your portal one way or another. Zift  recommends single sign-on (SSO) for everything in your partner program. Eliminating hurdles for partners to jump through, like multiple logins for systems and resources, will help you in the long run, and keep partners coming back.

 

Partners + You = Mutually Beneficial Symbiosis

Are partners aware of the value of your program? If you’re not making the benefits of your program crystal clear during onboarding, you should be. Communicate the value of the partnership. Working together for mutual gain has way more benefits than downsides, so bring those benefits to the forefront during onboarding.

Speaking of concepts to keep front and center, have a value proposition statement for being your partner and make sure they know your value prop for the end-user. These are both equally important for your partners to keep in mind.

 

Clearly-Outlined Expectations = A Smooth Onboarding Process

Share a clear, methodical process for joining your program at the beginning of your partnerships. Again, you can can use automation to simplify this and allow partners to do much of the work of onboarding independently. Set clear time frames for necessary benchmarks such as signatures, so you’re not waiting to move forward any longer than you have to.

Creating a checklist that outlines tasks for the first 30, 60 and 90 days of a partnership will go a long way toward tackling what needs to get done. You could also enable people on your team to taking action. Zift’s Channel Engagement Managers work directly with partners to get them comfortable working on the platform. Creating a task list and helping partners achieve each milestone, whether it’s through one-on-one work or online support, is always much more successful than turning new partners loose into a portal they don’t know how to use.

You can also create automated training programs that must be completed in a specific order and gamify the process to make onboarding a fun and efficient experience. By the end of their first 90 days, partners should have communicated a business plan and established themselves in your platform. You should, in turn, lay out your expectations and timeframes for success — communicate, communicate, communicate.

 

Onboarding Cheat Sheet
Curious about more formulas for successful onboarding procedures? You don’t need to go far: Consider this on-demand webinar with SiriusDecisions on charging up your 2019 channel sales with proven onboarding tactics as your cheat sheet.

How have you solved your onboarding problems in the past? Show us how you’ve made it easier than adding 2+2 in the comments.

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Digital Marketing Grab Bag: What We Brought Back from the Definitive Digital Marketing Gathering https://ziftsolutions.com/blog/digital-marketing-grab-bag/ https://ziftsolutions.com/blog/digital-marketing-grab-bag/#respond Tue, 20 Nov 2018 16:53:01 +0000 https://ziftsolutions.com/?p=77302 On November 14 and 15, I went to the Internet Summit, the destination for the latest trends, technologies, best practices […]

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On November 14 and 15, I went to the Internet Summit, the destination for the latest trends, technologies, best practices and hands-on techniques you need to stay relevant in digital marketing today.

This year’s Summit was right here in Raleigh, NC — Just a hop, skip and a jump from Zift’s Cary, NC office. Not even the rainy, chilly weather could stop the feeling in the air; this conference had energy, people. Energy. It was brimming with excitement.  

The Internet Summit is a hotbed of ideas for digital marketers, with nearly a hundred sessions led by top brands and industry thought leaders to pick from and hundreds of other attendees to network with. I knew I’d have to be choosy on what sessions to attend, but with keynotes by The Onion’s Scott Dikkers, Amazon’s Dave Isbitski and best-selling author and speaker Seth Godin, along with with sessions by folks from YouTube, Cisco and ESPN, I knew I was going to leave a lot smarter than when I arrived. I’ll admit I was particularly excited about hearing Scott Dikkers’ keynote as I’m a longtime subscriber of The Onion.

 

Sir Walter Raleigh surveying his city just outside the convention center. He seems pleased.

On a personal note, this was also my first non-academic conference… ever. I walked in totally unsure of what to expect. I had a great time learning, networking and attending sessions on everything from content marketing tips by Gartner to social media takeaways from the SVP of Social Content at ESPN. While all of you tradeshow and event veterans may be immune to it, I was blown away by the presence and aisles of swag from digital marketing leaders like IBM and Marketo.

I walked away from those booths and the Summit with a grab bag of goodies from the experts. Reach on in and take one to rev up your digital marketing efforts:

 

 

Freebie #1: Consistency is Key

This one comes courtesy of Godfrey’s Michael Barber. Is your messaging and voice consistent? Simplicity and sameness are elements to strive for with the bulk of your communication. People do not want to be surprised by a completely different voice appearing suddenly from one campaign to another. Make your branding and messaging mirror each other in tone from one email or whitepaper to the next. What tips partners or customers off that this email is connected to your brand? This includes brand terms as well. Consistency saves time, makes communication clearer and shortens the sales cycle.

 

Freebie #2: Dig Into the Data

I don’t mean, “Take that campaign your partners loved, change a few words and send it back out expecting more success.” What I got from Gartner’s Heather Pemberton Levy is more along the lines of this: Examine why your popular content works, and use those findings to pull another white success rabbit from your magic content hat.

Something Levy mentioned that I resonated with is, “Don’t settle for data. Uncover insights in your data.” Look at the metrics that matter most to you, whatever those are, and figure out what you can pull out of them. Discover meaning in your analytics, and use that to make future campaigns better and more targeted.  Maybe you’re trying to drive more engagement from partners in a specific region, and you had success with a particular campaign in the past. Examine that campaign under an analytic microscope, and produce something that meets the same needs.

 

Freebie #3: Wear Your Heart on Your Digital Sleeve

Over half of executive-level leaders wish companies would take a visible stand on issues impacting society. Now, don’t worry, I’m not saying you have to pick a highly divisive issue and take a definitive side (several marketers were overheard mentioning Nike as an example of this). Rather, remember that your audience is made up of people. So is your organization. It can be all too easy to come up with content for your partners to send out that focuses entirely on your products or solutions. Throwing in occasional mentions over social media to the good your company is doing or can do via your products, or even just promoting a company that’s doing great things, will go a long way in helping you stand out in the eyes of your partners and end users.

 

It was an action-packed couple of days. Were you in attendance? If not, do you remember your first conference? Tell me all about it in the comments — I’d love to know if you too got lost finding the well-labeled ballroom on the first floor.

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Reaching the Peak of Partner Engagement https://ziftsolutions.com/blog/peak-partner-engagement/ https://ziftsolutions.com/blog/peak-partner-engagement/#respond Fri, 02 Nov 2018 18:00:01 +0000 https://ziftsolutions.com/?p=77148 Exactly how are you inspiring your channel partners to reach higher and go further when it comes to selling your […]

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Exactly how are you inspiring your channel partners to reach higher and go further when it comes to selling your solution? If you’re not giving partners the insight, education and proper motivation to remain loyal and keep selling, even when the going gets tough, they won’t. Simple as that.

Channel marketing is more than throwing resources at your partners, crossing your fingers and hoping they’ll use them. Here at Zift, we’re big believers in the total package: giving you and your partners not just a platform chock-full of resources and tools to drive your channel program, but really digging into the training, education and motivation they need to sell effectively.

Additionally, helping partners connect with other partners making the same climb can help immensely. Are you fostering an active partner community? This alone can drive engagement and loyalty — as well as crowd-sourcing innovations and great customer service tactics. Here’s some tactics to reach the peak of partner engagement.

 

Proactively Help Partners

You should try to anticipate questions partners have before they have to reach out to you. Have a strong FAQ section at the ready, with common questions like “How do I set up my account?” or “How can I activate a campaign?” clearly answered. This will serve as a map to guide partners from the start — and cut down on emails to you asking the same questions over and over. Having answers available helps partners help themselves and keep moving.

 

Invite Feedback

Make it easy for partners to give you ideas and feedback. You could go simple, with a suggestion box where they can submit feedback as they think of it, or complex, with a whole open forum where partners can discuss and vote on ideas. Ideally, partners should get a response from you whenever they submit an idea. This could be anything from an automated “Thank you for your feedback. We take all of your suggestions very seriously.” to a more personal response. It depends entirely on how much feedback you receive from partners.

 

Co-present with Partners

Co-presentations with your partners are a great way to help them shine, whether you’re presenting to other partners or to end users. You could, for example, work with a partner who has successfully completed training certifications and give a talk together to other partners about the process, or talk to an end user about what the typical implementation process for your solution looks like. Both establish your partner as a thought leader, with you standing in to back up the points they’re making.

 

Praise Successes

Show off your partners and their individual strengths! People love being praised — remember the last compliment you received? Try out a monthly showcase of exceptional partners, whether through a regular mention in a newsletter or an icon next to their name in your online partner community. You could recognize one partner who’s going above and beyond with campaigns, or whose users have completed a certain amount of training courses. Play up their strengths and recognize the work partners are doing.

Gamification is another tried-and-true method for showing off partner contributions and efforts. Rewarding partners for high performance and efficiency is a great way to build motivation.

Celebrate Landmarks

When your partners reach a new level of success, take the opportunity to brag about it — and let them shout it from the mountaintop, too. Whether it’s celebrating another year working with you or landing a really great deal, you can inspire loyalty by simply calling out landmark achievements. If your partners are putting in the effort to ensure your mutual success, give them credit for it. Additionally, allow them the opportunity to make it public by sharing their milestone online through social media or in your partner community.

 

As you no doubt know, sales cycles for the B2B world can be pretty long. Partner churn can take a big toll on your ROI — so focusing on retaining your existing partners and keeping them engaged throughout their journey will help your bottom line and reduce costs overall. Partner engagement matters, and it’s in your best interest to keep partners striving for more on both of your businesses’ behalf. Are you a partner engagement sherpa? Tell us in the comments, or reach out and tell us more.

 

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Think You Know What Your Partners Want? Think Again https://ziftsolutions.com/blog/what-your-partners-want/ https://ziftsolutions.com/blog/what-your-partners-want/#respond Wed, 26 Sep 2018 19:36:55 +0000 https://ziftsolutions.com/?p=76663 People are people, and we tend to be stubborn when it comes to what we think is right. (You may […]

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People are people, and we tend to be stubborn when it comes to what we think is right. (You may have noticed this on social media). Everyone has an opinion about everything, from politics, fashion, and sports, to what makes a good channel program. What one person insists is right for their program, another will insist is a terrible idea that will sink the program to its proverbial knees.

We’ve worked with hundreds of different channel programs over the years at Zift. From established programs with thousands of partners to newly-launched channel programs just getting their bearings. Many of the suppliers we work with have strong opinions about what (they think) their partners want.

But it’s important to consider how much of your perception of what partners want is shaped by real feedback from your partners.

We’ve talked to partners around the world — including those working for you. Our Channel Engagement team talks to them every day. We don’t have to wonder what today’s channel partners seek out in a program. We know. Here are the big three:

 

Personalized Portals

Think of partners as an extension of your team and treat them accordingly. I’m sure you’re wondering how you can do that and also have any time left in your busy schedule for other pressing tasks. The answer is simple: personalize your partner portal at the individual user level.

A partner who deals exclusively in one of your verticals will have different priorities than one who diversifies their offerings with your entire product line. Marketing users will want to see different elements than a sales rep for their company. Balancing partner needs by catering to their differences, whether it be by role, geographical region or vertical, is a great way to increase partner satisfaction.

Moreover, consider how you communicate with partners. Do you use email blasts to share information, or as an opportunity for engagement? Everything your company touches is a branding opportunity. Keep that in mind as well; A uniform approach to relaying information that matches what your partners know about the company is an impressive touch.

 

Supplier-Side Engagement

Everyone talks about how to engage partners. Start by being engaging yourself. Make your channel program an interactive experience. It’s not just you communicating information to partners through a megaphone. Look for ways to invite conversations, and listen.

Having an active, inviting presence on social media is a viable method here. Keep an eye on what partners are saying about you online and how they are reaching out to you. Most importantly, respond to requests for help or feedback. Partners take notice if you’re present, answering questions and resolving issues.

 

Availability

If your social channels are available wherever your partners are, your platform should be too. Your portal and assets should be mobile-friendly (with Zift, that’s a piece of cake — our entire platform is optimized for mobile and desktop usage) for your partners’ digital life.

There’s another kind of availability as well. Is your program translated to your partners’ native languages? Do you have assets and campaigns for more than one language? If not, you’re eliminating potential partner investment in your program. If it doesn’t fit their needs, they won’t be motivated to keep selling. Meet partners where they are. You’ll reap the benefits in your revenue and ROI.

 

Pull it Together with a Partner-First Approach

We’ve talked about the benefits of a partner-first mentality before, and it’s a message you don’t want to miss. One question before you start clicking: In your talks with partners, have you noticed any common trends on what they like or don’t like? Leave a comment and tell us all about it.

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Channel Visions: Staying Focused on the Partner https://ziftsolutions.com/blog/staying-focused/ https://ziftsolutions.com/blog/staying-focused/#respond Fri, 21 Sep 2018 15:30:27 +0000 https://ziftsolutions.com/?p=76318 Like most of us, I sometimes struggle with focus.   I can feel it, even now as I’m writing this […]

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Like most of us, I sometimes struggle with focus.  

I can feel it, even now as I’m writing this post. It’s not that focus is difficult. It just requires constant attention. Focus to lose hours in a book, or to remember my best friend’s birthday, or to leave the ketchup off my younger cousin’s burger because this week he’s decided he hates ketchup. It’s more than that, though. Focus requires focus.  

From a business perspective, focus can provide clarity that ultimately benefits revenue growth and ROI. It’s one ingredient in a mix of key elements that lead to a powerful channel program. Arguably, focus is among the most important elements for channel companies to consider.

That’s something telecommunications leader Star2Star understands. They sell 100% through the channel. Considering most companies do between 20-30% of their business through the channel, Star-to-Star’s commitment to channel sales guarantees a level of laser-focus on partner engagement and satisfaction.

“Our partners are our lifeblood,” says Star2Star CMO David Portnowitz. Supporting the partner is an essential element of their marketing equation. When all of your sales are made through the channel, partner success becomes a top priority.

Approach partners “like a small, digital agency,” according to Portnowitz. Catering to partner needs and providing partners with “whatever they need to go out and complete sales” is a logical extension of this philosophy.

Partner focus is a crucial part of successful channel programs. It takes many different forms, just like focus in our daily lives. In the channel, it means connecting with partners regularly and constantly assessing what they need most from you. It means producing content that’s relevant to partner needs, from whitepapers to complex campaigns, which empower them to sell effectively.

Focus is a concept you should warmly welcome into your channel program. See what else Star2Star has to say on the subject — and let us know what you’re doing to maintain partner focus in the comments section.

Visit ChannelVisions.tv to hear more from the top thought leaders in the channel.

 

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Ten Reasons to Love Our New Website https://ziftsolutions.com/blog/ten-reasons-website/ https://ziftsolutions.com/blog/ten-reasons-website/#respond Fri, 07 Sep 2018 18:19:41 +0000 https://ziftsolutions.com/?p=76263 We’re pretty excited about our new website. That’s a slight understatement, actually; we’re thrilled about our new website. We’re shouting […]

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We’re pretty excited about our new website. That’s a slight understatement, actually; we’re thrilled about our new website. We’re shouting about it from the rooftops. Don’t miss our parade in front of all our offices next month (kidding).

  1. Channel Chatter’s new home: Let’s start off this list right, with a mention to this very page. Our Channel Chatter blog has undergone a modern face-lift, with more relevant tags for you to get your search on.
  2. Role-centric pagesThese pages are brand new and tailored to your favorite topic: you! We have a series of pages dedicated to addressing your specific channel needs and concerns, sorted by role. From Channel Chief to CTO, we answer the questions you may have about not just Zift, but what you’re looking for in a channel tech vendor.
  3. What makes Zift different?We couldn’t make the list without mentioning this page. Not to brag, but we’re seeing the channel from a totally different angle — and we’re excited to tell you about why Zift’s approach can help you update your own channel program.
  4. The new product pagesTake a peek at our new product pages for the freshest, most in-depth look yet at our product line. From CHaaS to CLM to our CMM and PRM platforms, we’re giving you plenty of information to get a good idea of what will fit your channel needs.
  5. Our new Events page: The new Events page is a great way to see where in the world you can find Zift at any event we’re attending. You can also schedule time to meet with Zifters at events directly from that page. We’re all about saving you time and energy.
  6. The Channel Engagement page: Partner experience can make or break a program. For something that makes as much of a difference as partner satisfaction, we wanted to highlight how much we go above and beyond industry standards for partner support. Our Channel Engagement team is focused entirely on helping partners be as effective as possible — watch the video on our CE page to learn more.
  7. Support: Looking for an in-depth overview of our support options? We’ve got you covered. Though we mention three separate categories of support on the page, it’s really more than that, like ordering off-menu at a restaurant. We’re invested in your success and happiness, so what you want, we can serve up. That’s the whole point of this page.
  8. The design: We can’t really link you to anything in particular here: it’s our whole site. We revamped everything to be easier to and more convenient to navigate. Load times are down. We’re proving that we’re invested in your happiness with Zift from the get-go.
  9. Frank: Oh, Frank. He’s got the best intentions, but he just can’t get the job done. Our page on the channel tech Frankenstein is another new addition to the site with the relaunch. He is, to be honest, a mess, but don’t worry. We know how to take him apart and put a thriving program back together in his place. Curious to learn more? Check out why you shouldn’t build Frank.
  10. Industry-centric pages: We’re interested in you, and in your specific needs and challenges in your industry. More than that, this isn’t our first stroll around the block. We’ve helped technology, telecomm and manufacturing companies of all sizes nurture and grow their channel programs. Driving channel success is the name of our game, and our team knows just has to do it.

Leave a comment with your favorite page on the new site. We’d love to hear from you.

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Zift Solutions Adds Connector to Datto’s Autotask PSA https://ziftsolutions.com/blog/zift-solutions-adds-connector-to-dattos-autotask-psa/ https://ziftsolutions.com/blog/zift-solutions-adds-connector-to-dattos-autotask-psa/#respond Mon, 20 Aug 2018 07:00:32 +0000 https://ziftsolutions.com/?post_type=whats_new&p=76177 Direct Integration with Professional Services Automation Platform Drives Partner Engagement JERSEY CITY, NJ, RESEARCH TRIANGLE PARK, NC and OXFORD, UNITED […]

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Direct Integration with Professional Services Automation Platform Drives Partner Engagement

JERSEY CITY, NJ, RESEARCH TRIANGLE PARK, NC and OXFORD, UNITED KINGDOM  August 21, 2018 – Enterprise Channel Management leader Zift Solutions announced today that it has added a partner configurable connector to Datto’s Autotask Professional Services Automation (PSA) system. The new connector drives partner engagement and channel sales by enabling seamless data transfer for Through Channel Marketing Automation (TCMA).

“With more Managed Service Providers and channel partners relying on PSA systems, we’re excited to offer a direct connection to Autotask,” said Gordon Rapkin, CEO of Zift Solutions. “Built for integration, Zift is absolutely committed to helping channel organizations and their partners leverage the systems and data they use every day inside the Zift platform.”

Datto’s mission is to empower the world’s small and medium-sized businesses with the best in enterprise-level technology. Zift’s new connector to Datto’s Autotask PSA allows channel partners and distributors to access and utilize the customer and prospecting data already in Autotask for syndicated marketing and outreach, without uploading or transferring contacts from one system to another.

“Like Zift, we are passionate about giving our customers the best experience along with the very best tools to drive productivity and profitability,” said Joe Rourke, Director of Product Management for Autotask PSA at Datto. “The new Zift connector extends both systems’ functionality and gives MSPs a leg up in an increasingly competitive market.”

Datto’s Autotask PSA joins the growing list of popular systems and business applications with which Zift integrates, including Marketing Automation Platforms (MAPs); Customer Relationship Management (CRM) systems; Analytics Packages, Sales Enablement tools and Incentive Management Platforms.

“Channel partners rely on these extended systems to get their jobs done and they are not going to stop,” stresses well-known channel expert, Laz Gonzalez, Zift’s Chief Strategy Officer. “Synching the Zift Platform with the tools and technology partners are already using speeds time to sales, keeps partners active and engaged, and boosts ROI for channel organizations.”

Learn more about how Zift supports partner engagement through connections in this short video: Partner Engagement Through Connections.

About Zift Solutions

Zift is the Enterprise Channel Management leader, synchronizing the people, processes and technology organizations require to drive channel success. Relied on by more than 80% of top channel chiefs and more than half a million partners, Zift Channel as a Service enhances channel partner program productivity and profitability by automating marketing, sales and operational processes. Our comprehensive range of applications integrates seamlessly with established systems and infrastructure to speed time-to-sales, engage partners, provide faster ROI and deliver better results. To learn more, visit www.ziftsolutions.com, join the conversation via the blog Channel Chatter and follow us on Twitter @zift.

About Datto

At Datto, our mission is to empower the world’s small and medium sized businesses with the best in enterprise-level technology. We do it by equipping our unique community of Managed Service Provider partners with the right products, tools and knowledge to allow each and every customer to succeed. It’s an approach that’s made us the world’s leading provider of MSP delivered IT solutions. Datto is headquartered in Norwalk, Conn., with offices worldwide.

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I Can See My Future with You https://ziftsolutions.com/blog/see-my-future/ https://ziftsolutions.com/blog/see-my-future/#respond Fri, 17 Aug 2018 14:50:24 +0000 https://ziftsolutions.com/?p=76147 From the moment you saw it, you knew. You clicked around, figured out their pros and cons, and ran through […]

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From the moment you saw it, you knew.

You clicked around, figured out their pros and cons, and ran through your checklist of what you can’t live with or without. The way they wrote about their strong suits made your heart skip a beat. With bated breath, you looked at pictures and imagined a lifetime of bliss… with your channel technology provider.

Whaaat? I know. Let me explain.

It does mirror the online dating process (which, let’s admit, many of us are familiar with). You vet candidates, select a list of finalists, sit down and awkwardly talk over coffee, drinks, or (gasp!) dinner, and hopefully find one good interaction that leads to commitment.

What channel technology profile will make your heart sing? It depends from business to business, just like it does in love. What works for one company might make another company swipe left. What works for you? What are you looking for out of your relationship?

We’ve got a few suggestions for what you should look for when you’re shopping around for “The One.”

 

Play the long game

There’s no rushing perfection or the process of selecting the right solution for your channel partner program. So why not take it slow? You’re running a marathon, not a sprint.

What you’ll want to look for in a provider is a company that will keep working with you after the initial kickoff. They’ll offer you extensive services for both you and your partners to keep everyone happy. When it comes time to court your favor for a renewal of service, you’ll likely be glad to sign again — who doesn’t like to feel taken care of?


Look at their close relationships

People want to find people who already have good relationships in their life. People surrounded by friends are more appealing. It’s the same with ChanTech. Whether it’s their employees or their customers, look for people who are passionate about the tech they’re using.

Don’t look at just their carefully-edited selfie. Look at the people involved. Look at their processes. How would you be using that tech on a daily basis? Does it mesh well with what your team is already doing? Does it vibe with where you need to go?  Looking at how other companies are making use of that same technology can help you determine whether it would be a good match for you.

 

Are they willing to compromise?

Here’s the real kicker. Can your prospective provider give you what your particular channel program needs? If they are trying to sell you a solution straight out of the box, you’ll likely not find many customizable options — and if you have your heart set on the channel program that works best for you, working together with the provider is key.

Working in tandem for mutual success is what channel programs are all about. Why should it be any different with your channel technology provider? Look for flexibility in what their platform offers. Are you getting out-of-the-box content, or a customized setup that reflects the needs and goals of your specific partner program? Is your second date going to be dinner at a cozy insert-your-favorite-food restaurant, or is it going to be at a fast food chain?

 

Zift can, of course, check all the right boxes. We’re thinking about you and your specific needs from the start. We won’t just run you through our product demo like a slick date; we’ll want to get to know you and learn about what makes you tick. Are we your perfect match? Maybe so, but that’s not really the point of this post. Regardless of which channel tech provider gets your right swipe, doing your homework and taking as many opportunities to get to know the provider and what they can offer you is a must. See if they’re willing to be your business partner, willing to help solve your most complex challenges through software, services and proven best practices.

Jumping onto a provider’s platform without assessing your future compatibility together is a short-term win but a potential long-term loss, just like dating someone you don’t thoroughly vet first. So do yourself a favor and be cautious before you commit — in the channel and otherwise. After all, you never know. “The One” could be right under your nose!   

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Channel Visions: Three Investments for Happy Partners https://ziftsolutions.com/blog/three-investments/ https://ziftsolutions.com/blog/three-investments/#respond Fri, 03 Aug 2018 17:31:15 +0000 https://ziftsolutions.com/?p=10311 The internet loves a good list. I’m as guilty of this as the next person online. A list of baby […]

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The internet loves a good list.

I’m as guilty of this as the next person online. A list of baby animals ranked in order of cuteness? A list of tricks you can use to work smarter? A list explaining why you should automate your channel? We’re all suckers for them.

This Channel Visions video, if I do say so myself, is made for capturing the interest of fickle internet users like you and me. Star2Star’s David Portnowitz outlines the three investments channel program managers can make for happier partners. How does he know what needs to be done? Since Star2Star does all of their business through the channel, they’re very aware that satisfied partners create a more harmonious and profitable channel program.

Here’s what you’ll need to invest in for happy partners. Don’t worry — we won’t give the whole video away.

People
Recruiting partners who want to market your products is obvious but integral. Partners who are excited and concerned with the success of your program will pay off big time.

Incentives
Giving your partners incentives to get them enthusiastic about selling your products is a great way to promote engagement for your program. Partners get the incentives for certain milestones in your program, and you get great engagement results. Win-win.  

Technology
Everyone is more mobile these days. Technology should be agile enough to meet partner needs wherever they are since sales don’t always happen directly in front of the partner’s computer. That’s a pretty compelling reason to add accessibility to your list of must-haves for a partner program.

Visit ChannelVisions.tv to hear more from the top thought leaders in the channel.

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Channel Visions: What Partners Need to Succeed https://ziftsolutions.com/blog/partners-need-succeed/ https://ziftsolutions.com/blog/partners-need-succeed/#respond Mon, 02 Jul 2018 07:30:08 +0000 https://ziftsolutions.com/?p=10268   One of the biggest pieces of advice we’ve seen offered to channel programs out there is to listen to […]

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One of the biggest pieces of advice we’ve seen offered to channel programs out there is to listen to your partners. Putting your partners first in your priorities can pay off in a big way. We’ve heard from suppliers and thought leaders in channel marketing why that matters. What about partners, though? What do partners want from their channel relationships? We reached out to neteffect technologies’ Beth Wallace to find out more.

Beth emphasizes that being able to customize and send out campaigns quickly is a big plus. Providing technology for partners is great, but technology that lets you effectively leverage partner materials is even better. According to Beth, the tools suppliers provide for her to market their products are invaluable. It’s like the old saying: “Give a man a fish and he’ll have one fish. Teach a man to fish and he’ll have fish forever.” Giving partners the tools to “fish” for themselves can pay off in engagement numbers.

Another critical point for Beth? Being held accountable by channel marketing teams. Knowing that they care about the success of her campaigns helps her stay motivated to execute campaigns for mutual benefit. Suppliers caring about Beth’s success and being willing to take the time to reach out to her and step in if necessary makes a difference.

Visit ChannelVisions.tv to hear more from thought leaders in channel marketing and management (CMM) and partner relationship management (PRM).

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Channel Visions: Partner Engagement & ROI https://ziftsolutions.com/blog/partner-engagement-roi/ https://ziftsolutions.com/blog/partner-engagement-roi/#respond Mon, 18 Jun 2018 18:00:23 +0000 https://ziftsolutions.com/?p=10234   If there’s one thing marketers are passionate about, it’s data to back up their hard work. Even if math […]

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If there’s one thing marketers are passionate about, it’s data to back up their hard work. Even if math and numbers don’t otherwise make their hearts sing, seeing the work they’ve put out blossom into proven results is something that makes marketers happy. It’s unsurprising, then, that for Qlik’s Lisa Stifelman-Perry “one of the key measurements of success is engagement.”

High partner engagement within a channel program is powerful data to showcase. Having demonstrable proof that your program is performing well to present to higher-ups is just about the highest endorsement around.

Another piece of advice from Lisa? Taking a step back and assessing your program. This may help reveal potential pain points that aren’t immediately clear to your team and place a scale of importance on what needs to be addressed.

To hear more about the link between partner engagement and revenue, watch the video below.

 

Visit ChannelVisions.tv to hear more from thought leaders in channel marketing and management (CMM) and partner relationship management (PRM).

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Channel Visions: Creating the Perfect Partner Experience https://ziftsolutions.com/blog/perfect-partner-experience/ https://ziftsolutions.com/blog/perfect-partner-experience/#respond Tue, 05 Jun 2018 15:30:57 +0000 https://ziftsolutions.com/?p=10198   The one thing that can be counted on in the channel is change. Whether it’s a global change, like […]

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The one thing that can be counted on in the channel is change. Whether it’s a global change, like the recent GDPR regulations going into effect, or internal changes, like those made to a platform or partner program, change is going to happen one way or another.

Qlik has seen its fair share of change in its partner program since implementation. One of the most influential changes? Lisa Stifelman-Perry, Qlik’s Director of Partner Marketing Operations and Experience, describes the “awakening” she had about Qlik’s partner relationships. From a purely operational approach, she and her team created a whole new overall experience for partners.

Lisa stresses the need for communication with partners. In order to accommodate something this crucial, Qlik’s team did some internal training to reinvent the way they thought about partner experiences.

Watch the video below to hear more about the changes Qlik put in place.

Visit ChannelVisions.tv to hear more from thought leaders in channel marketing and management (CMM) and partner relationship management (PRM).

 

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Channel Visions: Creating a World Class Channel Program https://ziftsolutions.com/blog/world-class-channel-program/ https://ziftsolutions.com/blog/world-class-channel-program/#respond Mon, 21 May 2018 15:30:56 +0000 https://ziftsolutions.com/?p=10180   If you’re running a partner program, you know how much work it takes to keep everything running smoothly. If […]

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If you’re running a partner program, you know how much work it takes to keep everything running smoothly. If you’re running a newer partner program, our hats are off to you; you’ve got even more work cut out for you building up a base of partners and smoothing out bumps before they become roadblocks.

ChannelVisions caught a few spare minutes with Gwenn Lazar, Director of Partner Programs at Skillsoft, who fits neatly into the roles defined above. She has a lot on her plate. That’s clear just from listening to her speak about her goal: nothing less than to creating world-class partner program. Lofty goal though that may be, she is determined to see it through.

Lazar’s goal is split into two separate but connected branches: creating a successful partner program and driving partner engagement. In order to see both these branches flourish, Lazar is focusing in on the partner’s experience. Ensuring partners have a positive, enjoyable experience is crucial to the success of the program.

Visit ChannelVisions.tv to hear more from thought leaders in channel marketing and management (CMM) and partner relationship management (PRM).

 

 

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GDPR Made Simple https://ziftsolutions.com/blog/gdpr-made-simple/ https://ziftsolutions.com/blog/gdpr-made-simple/#respond Wed, 09 May 2018 15:10:49 +0000 https://ziftsolutions.com/?p=10148   There are two common reactions to the General Data Protection Regulation: blasé contempt or outright terror. It feels like […]

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There are two common reactions to the General Data Protection Regulation: blasé contempt or outright terror. It feels like data privacy – and the internet at large – is at the cusp of a whole new era. Those affected by this ruling are either worriedly getting data protection officers up to speed and receiving customer confirmation on their new data privacy policies or in deep, deep denial.

“My company is in the US,” you may say. Some of your partners or leads may still be in the EU. If your company touches the EU, even peripherally – if one lead is in the EU’s jurisdiction – you are affected.

So what does GDPR do? Why should you care?

 

The Layman’s Guide to GDPR

When I first started research for this post, I had a faint idea of what GDPR did. I knew it mandated data privacy laws for residents of the European Union (EU), but I did not know what “personal data” entailed beyond the obvious. I knew that Zift’s engineering and product departments had been hard at work for months to ensure our company-wide compliance. I knew our customer success team had been meeting with customers to discuss their own compliance changes, but me? From my desk in the marketing department, there were a few basic questions I wanted answered in easy terms. A lot of people affected, even this close to its enactment, are still at this level of understanding – they’re sitting at their desks thinking, “break this down.” So let’s keep this simple.
What does GDPR do?

It protects EU residents’ personal data online. This means that companies must provide protection for this data. As mentioned above, this applies both to data within EU countries and data exported outside of the EU.

What is personal data?

Personal data is any kind of data that reveals identifying details about an individual. This can include everything from basic data like names and addresses to more complex details like political leanings.  

What kind of protection is necessary?

In order to stay compliant, you must have a system in place for personal data to be purged. The GDPR offers some new roles for businesses to help, the most important of which is the data protection officer. This role defines the company’s strategy on keeping data secure and stored in a GDPR-compliant manner.

What if I don’t want to make changes to my current system?

You’re going to face steep fines – up to either 20 million euros or 4 percent of global annual turnover, whichever is higher. It’s costly and time-consuming to account for GDPR, but the EU has ensured that non-compliance is not to be done lightly.

I keep hearing about this “right to be forgotten.” What is that?

The right to be forgotten is a clause in the GDPR with huge implications. Residents of the EU have the right to have companies purge their data from their systems – the right, in other words, to be forgotten by that system.

 

The GDPR will change how data is processed and stored in a truly permanent way. You’re hopefully well on your way to compliance, if not already fully compliant. Do your research (maybe on Zift’s Help Center article?) and be prepared.

 

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Channel Visions: Channel Technology Built for Growth https://ziftsolutions.com/blog/channel-technology-built-growth/ https://ziftsolutions.com/blog/channel-technology-built-growth/#respond Tue, 01 May 2018 15:00:26 +0000 https://ziftsolutions.com/?p=10069 Though Gwenn Lazar navigates the channel with ease now, she wasn’t always so knowledgeable, admitting she had a lot to […]

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Though Gwenn Lazar navigates the channel with ease now, she wasn’t always so knowledgeable, admitting she had a lot to learn when she first took the reins of Skillsoft’s partner program. By asking questions and seeking out people and places where she would likely be able to learn what she needed to know, she learned what she was looking for in a channel program.

She identified two distinct schools of thought in her year-long search for a solution to help manage her partner program. One school of thought focused on the more traditional partner relationship management side of partner marketing. The other trended toward channel marketing and management, preferring demand generation and pipeline.

Neither of these schools of thought is inherently more correct – Lazar favored using elements of both to create an ideal middle ground, but wasn’t sure that would be a possibility. Then two major companies in this sphere came together under one name, and Skillsoft easily chose Zift Solutions as the middle ground Lazar had been trying to find.

Zift was the standout option for its flexibility for Skillsoft’s future. The many configurable elements to Zift’s Channel as a Service platform made it an appealing option for Lazar to handpick what Skillsoft needed to start building a world-class partner program.

Visit ChannelVisions.tv to hear more from thought leaders in channel marketing and management (CMM) and partner relationship management (PRM).

 

 

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Three Tips to Navigate the Changing Channel https://ziftsolutions.com/blog/three-tips-navigate/ https://ziftsolutions.com/blog/three-tips-navigate/#respond Tue, 24 Apr 2018 15:00:48 +0000 https://ziftsolutions.com/?p=10078   If you’ve been in channel marketing for more than a couple of years, you’ve noticed the change in what […]

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If you’ve been in channel marketing for more than a couple of years, you’ve noticed the change in what partners want from vendors and, more broadly, how marketers are operating in the modern channel. Marketing has become a game of data, with a strategic and precisely-targeted approach, which means that your tried-and-true tactics may no longer be as effective as they once were.

Our new eBook, “Reinventing Channel Marketing,” includes helpful tips on getting ahead of the changing landscape.  

Provide Partner-Pleasing Features

Provide partners with nurture-flow campaigns that target their interests and concerns. Profile your partners to make sure you’re focusing your marketing attention on the right areas – you may want to promote one product in particular, partners may want to focus on what’s keeping them in business. Along that vein, provide marketing campaigns that will be engaging to all your partners, not just the top sellers. Partners are more likely to be loyal if they can easily locate and run campaigns for the other brands they sell, too.

Digital Prowess Pays Off

Cloud-based solutions make digital marketing a stronger priority for vendors than ever before. The modern consumer expects personalized, real-time interactions from resellers, and since most consumers have at least one internet-enabled device near them constantly, it’s important that marketers take advantage of this proximity and chance to make a good impression. Partners expect this level of convenient interaction from vendors as well.

Quality Content Counts

One way most vendors can potentially influence customer decisions is to frame their marketing content with the end-user in mind. Most vendors have very little interaction with the end-users of their product or solution, and as a result their content can be focused more on individual products or even the vendor. Customers should keep in mind that end-users want content that addresses the challenges and needs they have, instead of something that strictly discusses the product.

 

For more information on the changing channel field, get the eBook, “Reinventing Channel Marketing.

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Channel Visions: It’s a Matter of Trust https://ziftsolutions.com/blog/channel-visions-matter-trust/ https://ziftsolutions.com/blog/channel-visions-matter-trust/#respond Mon, 16 Apr 2018 15:00:17 +0000 https://ziftsolutions.com/?p=10056 Trust is one of the most important facets of any working business relationship. This is particularly true for vendors and […]

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Trust is one of the most important facets of any working business relationship. This is particularly true for vendors and partners in the channel space. Since one cannot thrive without the other, delivering what the other requires is necessary not only for success, but also to inspire trust.

Vendors like Skillsoft, an elearning company that works with a variety of businesses to meet their training needs, understand how important this is. A partner that knows their vendor is using the best business practices available is a happy and likely productive partner. Being certain that both ends of the bargain are met can lead to big results. Treating partners as a part of the vendor’s overall team working for and with each other is the ultimate goal for any vendor-partner relationship. Keeping people – and partners – first in the decision process makes for people-focused solutions.

Skillsoft’s Gwenn Lazar details how trust can help the vendors and their partners nurture a symbiotic and mutually beneficial relationship. She also shares the three tenets that make up her personal philosophy on partner enablement.

Visit ChannelVisions.tv to hear more from thought leaders in channel marketing and management (CMM) and partner relationship management (PRM).

 

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Pamper Your Partners by Putting Them First https://ziftsolutions.com/blog/partner-first-approach/ https://ziftsolutions.com/blog/partner-first-approach/#respond Fri, 06 Apr 2018 15:00:17 +0000 https://ziftsolutions.com/?p=9945   One of the toughest aspects of managing a channel marketing program is trying to keep partners happy and engaged. Putting […]

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One of the toughest aspects of managing a channel marketing program is trying to keep partners happy and engaged. Putting partners first is one of the best decisions you can make for your program. However, it’s easy to misinterpret what your partners are asking for and replace it with what you think partners are asking for. You may think your partner is, to continue the spa metaphor, asking for a massage when they just want a manicure. Let’s walk through the process of adding partners to your channel program, with tips for happy partners at every step, no spa day required.

No Second Chance at a First Impression (aka the “Head & Shoulders” rule)

First impressions are important in every way, from job interviews to first dates. Your landing page where partners can sign up to participate in your channel program should be easy to follow and clearly articulate what they can expect out of the program. Partners who know what they are signing up for are more likely to come back for more.

Keep Content Simple

After partners have been accepted to your program and are navigating through your portal, keep the layout and page content simple and personalized. A dynamic portal which changes depending on the partner’s region, language, and product type goes a long way toward keeping partners happy and engaged. Without dynamic elements, partners may be frustrated by lack of in-language content or support. Adding adaptive content to the portal shows you are paying attention to your partner’s needs. 

Show Your Partners Some TLC

Partners often report feeling unsatisfied with the support they receive, or even that vendors simply do not care about them. Providing partners with more support that’s easily accessible can greatly impact ROI. Giving your partners multiple ways to get help easily such as a help desk or chat support, as well as local and dedicated support globally helps them feel more appreciated. In addition to giving your partners the warm fuzzies, they will in turn be more more likely to promote your products and services. Hearing directly from global account managers makes your program seem more authentic and approachable as well – have them jump on a call with your partners! This benefits both sides; account managers find out directly from the source which campaigns partners love and which may need to be retooled to suit their interests.

Don’t Overlook the Obvious

One element of creating a program partners love is so deceptively simple: provide partners with good content. Create more complex campaigns focused on the buyer’s journey. Since partners are trying to sell more than “just” market your brand, campaigns with the end-user in mind will likely be popular choices. Syndicated content is always a hit as well.

To find out more about securing partner loyalty to your channel program, follow the link to watch Zift’s webinar, “Supercharge Your Channel: How to Engage Partners with a Partner-First Approach,” with Cameron Avery.  If you’re looking for a relaxing read during your next pamper session, check out this ebook.

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Rules of Engagement: Getting and Keeping Partners Engaged https://ziftsolutions.com/blog/rules-of-engagement/ https://ziftsolutions.com/blog/rules-of-engagement/#respond Thu, 22 Mar 2018 14:30:06 +0000 https://ziftsolutions.com/?p=9929   There exists a type of partner that companies dream of working with  – the partner that sends out emails […]

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There exists a type of partner that companies dream of working with  – the partner that sends out emails to quality leads regularly, that has consistently good performance, and leverages social media to their advantage. The trouble is that this partner is a rare find, since most partners are too busy managing their business to effectively market. Companies are left wondering how to motivate their partners to this gold standard, not realizing that partners at every level of performance and engagement can be useful. That being said, there are more useful questions to ask than “How can I get more partners to this gold standard?” Thinking of partners as “gold” or “not gold” can be unfair to those at other tiers of performance. Think about these questions instead: How can you best enable your partners to be successful? What best practices can be put in place? What are the absolute necessities you need in order to get started?

Make It Mobile

Given how much of today’s online interactions take place through mobile devices, making channel resources available on mobile devices is crucial to keeping partner engagement high. Partners are busy meeting with contacts and might not be sitting at their computer most of the day, but that does not mean you can’t meet them where they are.

Fine Tune Your Partner Engagement Strategy

Research indicates that partners prefer quality over quantity for marketing communications. Keep your interactions personalized and relevant to keep your partners happy.

One traditionally popular method of partner engagement is on its way out, too. Just sending bulk emails simply won’t cut it anymore, especially when partners receive dozens of generic emails from vendors every day. In order to stand out, you’ll need to automate responses that directly relates to partner activities. Let them know that what they are doing is not going unnoticed, and give them tips on next steps for their current actions. For instance, if a partner downloads one PDF, send an automated follow-up email recommending similar marketing materials, such as a related training video. Automated mass customization is the key to keeping partners happy and interacting with your program.

Don’t Overlook the Underdogs

Speaking of keeping partner engagement high, one critical mistake made too often is overlooking partners who aren’t your top-tier performers. Focusing on these underdogs could potentially add more superstars to your program. Encourage engagement with incentives for each tier of partners – whether they’re top performers or only occasionally make use of your collateral. Simply asking partners what will get them excited about your program is another way to help them succeed. Sometimes the easiest option is also the best one!

Want a few more ways to help keep your partners’ interest? Check out our full ebook, How to: Supercharge Partner Engagement, for more ideas on how to earn and keep partner participation and loyalty in your program.

 

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Who Ya Gonna Call?  Ghostbusters, PRM, and You https://ziftsolutions.com/blog/ya-gonna-call-ghostbusters-prm/ https://ziftsolutions.com/blog/ya-gonna-call-ghostbusters-prm/#respond Mon, 30 Oct 2017 14:43:36 +0000 https://ziftsolutions.com/?p=9508 I love Halloween movies. If Tim Burton directed it, you will find me watching it this time of year. Does […]

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I love Halloween movies. If Tim Burton directed it, you will find me watching it this time of year. Does it involve witches, vampires, midnight, or mysterious houses on the tops of darkened hills? Count me in. So it is to my own shame that I admit I did not see the original Ghostbusters movie until well after the 2016 remake.

I know what you’re thinking. “This just seems like a lot of talk about a classic 80s movie.” “How did this girl NOT see the original before the remake?” “How does this relate to Partner Relationship Management (PRM)?”

Funny enough, it occurred to me as I watched the original Ghostbusters that there are certain myths prevailing in many fields about what PRM systems can and cannot do – and that these myths, like ghosts, can prove difficult to banish. I’m not a parapsychologist and I would bet that you aren’t one either, but hopefully you will be able to recognize and understand these PRM “ghosts” and remove them from your company without getting into any sticky situations! Now, let’s talk shop.

MYTH #1: PRM magically turns channel partners into high-performing sales dynamos.

While a key feature of a good PRM system is the ability to elevate channel performance, PRM alone is not capable of transforming partners into high-performance sellers. The channel will always have high and low performers. PRM’s value is its automated ability to measure performance and identify the most productive channel behaviors, then encourage adoption of best-practice behaviors throughout the channel.

MYTH #2: PRM systems are only for sales and marketing departments.

This is a distressingly common and false thought in many industries. It’s easy to fall into the trap of thinking that PRM is a siloed solution designed for the express purpose of benefitting sales and marketing departments. PRM benefits your entire business as far as the indirect channel generates revenue. Successful channel teams are cross-functional. It’s only through continuing engagement from finance, marketing, sales, support, IT, and product development that channel automation can have its full impact. Multi-disciplinary alignment and oversight are essential elements of securing channel transformation. The channel is a cross-functional asset. Therefore, cross-functional collaboration is key to unlocking its value. (NOTE TO SELF: Cross the functions but never cross the streams.)

MYTH #3: Channel performance can simply be turned on like a proton pack.

This myth is particularly pervasive. It’s dangerous to assume that by automating and streamlining channel activity, PRM systems can turn on channel performance with the flip of a switch. For channel managers and professionals, it’s critical to remember that the time-to-performance isn’t immediate. Thriving channel ecosystems are built and tended to over time, and PRM is the vendor channel professional’s automated machine for more efficiently and effectively tending to the channel. While PRM can’t turn on partner performance, it can accelerate channel improvement by streamlining and automating partner acquisition, onboarding, training, enablement, and measurement.

MYTH #4: PRM replaces channel strategy.

Just like you don’t have a Gatekeeper without a Keymaster, PRM powers channel strategy; it doesn’t replace it. By providing meaningful business intelligence about channel partner performance and behaviors, PRM does, however, enhance the pointedness and impact of channel strategy sessions. Once channel strategy has been defined, PRM also compresses the time-to-implementation and channel impact, empowering a seamless and pervasive communication of channel strategy to the full partner ecosystem.

MYTH #5: PRM works in a vacuum.

Partners don’t make markets; they grow them. It is the job of the corporation to communicate and create market need, educate the marketplace on the capabilities and value of its offering(s), and generate positive brand equity – building a positive marketing environment for channel reps on the front lines. In addition, corporations must continuously educate partners on how to sell and differentiate their offerings in a complex and evolving marketplace. By streamlining lead management and assignment and providing a host of tools for channel enablement and engagement, PRM shortens the distance and strengthens the connections between corporations and partners. PRM does not work in a vacuum. In fact, its impact is most significant when supported by corporate marketing and enablement efforts.

So, who are you going to call now that you know what’s real and what’s make believe in the world of PRM? Paranormal expertise is not necessary for your continued success in channel marketing – but if you do find yourself with a haunted office building, I know a few people who can help.

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