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Nuzoo week in review

Dell’s direct push

A worrying report for the channel emerged this week that Dell Technologies’ direct sales force is gunning for a larger share of PC sales in North America. This is driving conflict with the company’s channel, which Dell has been wooing for the last 14 years, reported CRN US.

The conflict is driving some Dell partners to push business to HP and Lenovo, sources said.

The stepped-up client direct sales charge is being driven by Dell Technologies North America President John Byrne, sources said, a onetime fierce channel advocate who has now informed Dell partner reps that taking client business direct is a “top priority.”

The Round Rock, Texas-based company’s strategic shift to push client sales direct has reportedly angered solution providers as well as Dell Partner Account Managers (PAMs) who are “disgruntled” by the move because it effectively makes it more difficult for them to make their current quotas and increases channel conflict in the field, sources said.

 

AppDynamics all in on channel

Cisco AppDynamics has planned to move to a 100 per cent channel-centric route to market amid a myriad of changes to its partner programme.

ARN reports the decision to go solely through the channel was to align more closely with parent company Cisco’s sales motion and to reward partners for extra effort and activity for opportunities and closing deals.

This is opposed to its current mixed direct and indirect sales model.

“This new approach is a bold and exciting way forward,” said Mark Maslach, vice president of global channels and strategic alliances at Cisco AppDynamics. "Our strategy for success lies with enhanced collaboration with our partners and continuing deeper alignment with Cisco and its sales motion.”

 

Importance of channel data

Partners are putting pressure on brands to deliver a better experience with focus on joint go-to-market planning, strategy, and programme design, said Forrester analyst Jay McBain this week. They are looking for their specialisations to be recognised through enhanced segmentation and looking for more advanced enablement tools to assist with co-selling and co-marketing. With the changing economics of how products are reaching the market and buyer preferences, partners are also looking for innovative incentives to keep them engaged with the vendor.

“Channel data has historically been very siloed, with dozens of different systems reporting in a disconnected fashion,” he said.

“The organisation is also siloed, with our research revealing that only 43% of channel marketers report into the marketing or sales department. It is critical that channel pros have a 360-degree view of partner data to make better decisions and streamline programmes. Without this single source of truth, brands are missing cross-sell and upsell opportunities, spraying their marketing tactics, depleting resources on manual tasks, setting too wide of a berth on recruitment, and overpaying on partner programmes.”

The 360-degree view of channel data should include account data, profile data, skills and certification data, incentive data, sales enablement data, and through-channel marketing data, as well as other quantitative and qualitative data.

Read the LinkedIn blog here.

Author: Christine Horton

Publish Date: 24/09/2021 13:02

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