Resources and Publications

Crimson regularly publishes articles, white papers, podcasts and case studies in our areas of strategic marketing expertise:

• Channels and Partners
• Products and Markets
• Interactive

Channels and Partners

Study Crimson and Ziff Davis Explain the Changing State of the Channel
In a recent "State of the Channel" survey conducted by Ziff Davis and Crimson Consulting we identified and analyzed a number of key trends in the Solution Provider and VAR communities. In this study, we identified emerging trends from the growth in services versus resale revenue, to key areas of importance for vendor support. By Crimson Consulting's Dylan Charles and Allan Adler.

Article Do You D-Gen It Alone or Get Some Help?
As vendors catch on to the idea that marketing with their solution partners yields better results than marketing around or through them, solution partners are suddenly faced with a choice: How should I prioritize my investment in (and even choose to work with) leading vendors based on their channel marketing acumen?

Article Where Did All the VARs go?
The shift by solution providers away from traditional reseller roles towards a services-centric strategy has reached a critical point. By Crimson's Dylan Charles.

Article Improving Alliance Marketing
An overview of eight best practices for joint marketing and managing alliances. By Crimson's Glenn Gow.

Article How to Scale: Solution Selling With Your Channels
Companies are rethinking how to allocate channel marketing resources and utilize marketing infrastructure to scale their channel operations.

  Webcast Best Practices in Solution Selling: Driving Scale and ROI
A revolution is taking place in the way best-in-class solutions and leverage their channel partners to drive scale and ROI.

Article The New Solution-Selling Paradigm
Instead of pushing programs from the top down, vendors need to dovetail with the channel's go-to-market approach and build programs from the ground up... cooperatively.

Article Boosting the Bottom Line with Mid-Tier Systems Integrators
In today’s economic climate, MTSIs have become increasingly important in helping technology vendors increase incremental revenue.

Podcast "Making the Most of Marketing"
Podcast by Crimson's Allan Adler with Changing Channel's Michael Vizard

Article Five Predictions for 2008
Looking into 2008, Crimson Consulting has prepared five major predictions based on data from a study of solution providers conducted with Ziff Davis Enterprise last summer and other market observations. By Crimson Engagement Partner Allan Adler.

Products and Markets

Article Top Six Reasons Why Central Marketing Fails to Reach the Mid-Market
Ensure your enterprise marketing department effectively reaches the mid-market. By Crimson Partner Rick Sklarin.

  Webcast: The Internet Revolution is Here...How Will You Play?
In this 5 minute webcast, we explore some best practices to embrace the challenges and opportunities that mobile internet provides. By Crimson Consulting's Steven Lamont

Article Five Tips for Marketing in a Recession
Help future-proof your marketing organization during economic downturns by marketing more effectively. By Crimson Partner Glenn Gow.

Article Gaining Competitive Advantage
An overview of three best practices that enable companies to win against market leaders.

Article Software as a Service (SaaS)
Software as a Service (SaaS) is top of mind for many leading software executives. We are often approached to talk about the current state and future evolution of SaaS as if it is a new capability and delivery model for software companies. The reality is that SaaS is already evolving into its 3rd generation (SaaS 3.0).

White paper The Quantitative Benefits of Standardization on a BI Platform
There are many benefits to standardizing on a business intelligence platform.

   Webcast ROI: 7 Steps to Making It Work for You
During this webcast, Crimson Partners, Rick Sklarin and Dylan Charles discuss why most approaches to ROI-based selling don't work, and provide a seven step process to make it work in your company.

White Paper The Solaris™ 10 Advantage:
Understanding the Real Cost of Ownership of Red Hat® Enterprise Linux®

Article Why ROI Doesn’t Work
Most companies use ROI in their sales process, but few do it well.

Article Four Pillars for Product Launch -- Best Practices from World-Class Companies
Successful product launches create the internal and external excitement that drives market adoption. Learn how to maximize your chances of success. By Crimson's Rick Sklarin.

Interactive

Slideshare Presentation Gamer 2.0, Exploring the use of Gaming, Community and Social Media
Provides an overview of current gaming trends and the use of social media and community by gamers. Includes insight into gamer lifestyle, behavior, needs, desires, and motivation and highlights best practices of gaming communities and their use of social media tools. By Crimson Consulting's Karen O'Brien.

Slideshare Presentation Social Media Marketing Framework: A repeatable approach for planning social media marketing initiatives
Describes how leading Fortune 1000 customers are creating a standard strategy for the use of social media. By Crimson Consulting's Karen O'Brien.

Podcast "Online Market World Interview - Focus on Microblogging" with RSS Ray
Crimson's Karen O'Brien provides an overview on Twitter and the use of microblogging for enterprise companies.

Presentation Social Media Best Practices - Creating a Dialogue With Your Market
Describes use of Social Media to create conversations with your customers, employees and partners by Crimson Consulting's Karen O'Brien.

Presentation Leveraging Social Media to Convert Customers to Advocates
How to identify, engage and nurture advocates for your brand or company using social media. By Crimson Consulting's Esther Lim.

Podcast "Best Practices for Social Media Marketing" with RSS Ray
Crimson's Karen O'Brien provides an overview on how to get started with social media marketing, common mistakes, tips for experienced social media marketers and how to engage high-level influencers through social media.

Podcast "Keys to a Successful Social Media Strategy "
Brought to you by wsRadio and Online Market World Radio. A lot of marketers added social media to the marketing mix in 2007 but not all programs were successful. Karen O'Brien explains what marketers are doing right and wrong, and what you should be doing in 2008.

Podcast "Out with the old in with the new, social media marketing paradigm"
Brought to you by the Marketing Edge. Karen O’Brien describes a new way for marketers to evaluate the customer landscape in the Web 2.0 world.

Podcast "Web Design from a Usability Perspective" Listen to Rich Julius' interview by RSS Ray from the Online Market World show and learn how to optimize your web design for your customers.

Article Building A Successful Mobile Web Content Strategy
Size and speed limitations require content for mobile devices to be succinct and easy to access. Demonstrating applications of the future, mobile content trailblazers in B2C industries pave the way for B2B innovation.

Article Starting a Dialogue with Your Market: 8 Steps to Establishing a Successful Corporate Blog
Here are helpful steps that major corporations are following to create corporate blogs that drive traffic to their websites.

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