Channel & Partner Marketing

You need to ensure you are creating the correct programs, messages, value propositions and go-to-market strategies to truly engage your channel and partners and enable them to sell your products.

At Crimson, we can help you optimize your partner marketing by:

Improving the scope of your partner program.
To serve your market effectively, you may need to grow or optimize the type and number of partners you serve. Through market segmentation and analysis, Crimson can help you increase your coverage and market share in new and existing segments.
Optimizing the focus of your initiatives.
Devising programs and offers that appeal to your channels is key to engagement. Crimson can help you decide which value propositions will be most appealing and effective, creating messaging that resonates and incites your channel to action.
Delivering measurable results.
The best program is the one that you learn from. Inherent in your channel go-to-market strategy is a need to analyze each program and prepare for future campaigns. At Crimson, we have created robust metrics and tracking tools to help you analyze your channel's effectiveness and turn that knowledge into a set of best practices for the future.

Recent Work and Case Studies

Defined Enterprise Solution Partner Strategy

Crimson's client was a large enterprise solution provider. They possessed a strong level of success from direct sales, but needed to craft a comprehensive partner strategy to increase their revenue base for a new product category.

CHALLENGES

This project required a complete development of our client’s overarching enterprise partner strategy, including SIs, VARs, ISVs/IHVs

Crimson needed to devise top-level key performance indicators for partners based upon industry best practices

The project was visible to the highest level of corporate management

SOLUTIONS

Crimson collaborated with key executive sponsors from the product group, business development, and the partner sales organization to define an enterprise solution partner strategy for our client’s emerging technology solutions

RESULTS

The outcome of this work was a comprehensive enterprise partner ecosystem framework upon which our client built their partner programs, driving immediate and long-term revenues

Revolutionary channel program to attain market leadership

A major distributor found its industry amidst a shift from onetype of channel program to another. It was imperative to learn if there wouldbe enough potential sales growth to offet the market hit. In this situation,bankruptcy was a distinct possibility.

CHALLENGES

Decreasing channel revenue due to market shifts

Inability to chart a course into a new channel program

Lack of knowledge on potential for growth in the new channel sector

SOLUTIONS

Modeling with conjoint and logit analysisrevealed a need to change virtually the entire channel program

Analysis illuminated which new elements would provide the best returns

Created a completely new channel approach to take advantage of market shifts

RESULTS

After implementing the Crimson-drivennew channel program, the client increased its annualized revenue by 60 percentin the first quarter

As a result, the client went on to become one of the top threedistributors in its market

Created Channel and Influence Partner Program to Increase Sales

Our client, an enterprise software company, wanted to achieve greater consideration with channel and influence partners serving the mid-market.

CHALLENGES

The project required segmenting the mid-market including developing a framework to categorize the ecosystem of channel and influence partners (VARs, ISVs, SIs, consulting firms, CPAs, bankers, and industry associations) and creating a catalog of partners by category and by industry

SOLUTIONS

Crimson developed a rigorous set of partner profiling characteristics and, through primary and secondary research, developed a holistic partner catalog which profiled each partner in the ecosystem

RESULTS

The Crimson deliverable helped our client understand who the leading influence partners are, where they provide value in the partner ecosystem and what levers to pull to encourage these influence partners to work with them

Channel & Partner Marketing

Recent Work and Case Studies

Recent Case Studies

Defined Enterprise Solution Partner Strategy

Revolutionary channel program to attain market leadership

Created Channel and Influence Partner Program to Increase Sales