Channel Enablement Platform + Concierge Services: Creating the channel mix that’s right for your channel partners

Over the last few weeks, we have learnt that your investment in a Channel Enablement Platform needs to be supported by a wide spectrum of concierge marketing services. In this week’s blog-post, we explore the different marketing concierge models available.

Channel Marketing Concierge Models
  • Multiple concierge service providers- Providing marketing concierge services to your channel partners doesn’t mean overloading your corporate marketing department or hiring new staff to assist your channel partners. That model will never be scalable. One solution is arrangements  with different agencies that provide the services you want to offer. In this model, you may have multiple concierge providers, each focusing on one element of marketing such as consulting, branding and designing, campaign setup and analytics, etc.
  • A single concierge service provider- Another option is to bring a service provider on board who offers ALL the channel marketing concierge services that you may need. It may not be easy to find ONE vendor who offers EVERYTHING, but there may be providers who outsource specific services, and yet, as far as you are concerned, you just have to interact with a single provider.
Another important aspect of the channel marketing concierge model is  pricing. As a vendor, you need to find the right pricing strategy for your channel marketing concierge. Either you can offer it free to all your channel partners or share the cost with them. You can make it available at differential pricing based on partner levels or tiers. For example, offer the marketing concierge services package at 20, 30 and 40% discount to your silver, gold and platinum level partners respectively. Or, you may have a flexi-concierge offering model where your partners may choose to pay only for the concierge services they need or subscribe to. For example, some partners may choose social media marketing, while some may want help with email campaigns.

Offering Channel Marketing Concierge Services with your Channel Enablement Platform helps generate more revenue for the vendor by helping channel partners market and sell vendor’s products and services better. This creates a win-win relationship between the vendor and their channel partners. Vendors who offer timely sales and marketing support and whose products and services are the easiest to sell ultimately become a channel partner favorite.

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