Sales and Channel Integration

Sales and channel integration is key to ensure you are building value for your channel partners while responding to leads quickly.

Crimson helps our clients increase their lead conversion through all channels by optimizing:

Direct Sales:
Are your salespeople seeing their leads in a timely manner? Are the processes easy to use? Do you get the kind of real-time feedback you would like from the field? Crimson can optimize your processes to ensure your direct sales force is empowered to really use your lead management tools to increase revenue.
Channel and Partners:
Is it easy for your partners to view and respond to leads? Do you have the portals in place to ensure success? Are your partners able to respond to leads easily? At Crimson, our channel experts can optimize your lead processes to help you be the go-to vendor for your channels and partners.
On-line Sales:
Is your on-line store augmenting your other channels or is it confusing? Is it integrated to allow access to pertinent information? Is it providing the reporting you need? Crimson has seasoned online experts who can ensure your online sales develop and foster end user customer relationships.

Recent Work and Case Studies

Effective Lead Management Campaign to Drive Revenue

Facing declining revenue from a historically significant channel business, the world’s second largest computer manufacturer sought significant new enterprise revenues without hiring expensive direct outside sales reps.

CHALLENGES

Decreasing channel revenue from enterprise segments due to leakage into growing Retail channels

Develop a program which targets end users directly, but integrates channel partners into process

Gain trust and commitment from channel by sending only qualified opportunities to channel partners

Generate incremental revenue, and track (daily) results of lead, qualification and sales processes

SOLUTIONS

Developed a program which targets end users directly, but includes channel partners in fulfillment

Designed and implemented a closed loop lead generation system to generate, execute, qualify and measure results

Rationalized a segmentation strategy and leveraged an existing prospect contact database

Created a compelling offer, campaign messaging, and launched the e-marketing campaign

Implemented an end-to-end lead qualification and fulfillment process leveraging internal resources

Automated a daily results dashboard to show results of each lead and opportunity stage and conversion

RESULTS

Expecting only 100 leads, customer was blown away that over 6000 qualified leads participated in program

Directly measureable $60 Million of incremental pipeline was generated from this program

Within the first 2 quarters, we directly measured $15 Million in incremental sales from this program

According to the executive “for the first time, Marketing and Sales are actually aligned”

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

Innovative Online Marketing Campaign to Improve Partner Revenue

Crimson was tasked with transforming the way a leading IT infrastructure company serviced their SMB and mid-market customers. Crimson developed an online strategy and created an online tool to facilitate management and delivery of marketing campaigns, more effectively reaching their audiences. As a result of our work and the tools we delivered, the company experienced significant improvements in customer satisfaction and increased customer engagement.

CHALLENGES

Company had a small team of internal campaign execution managers, each serving 30-40 partner managers

Due to resource issues, they were implementing only a handful of campaigns

Needed to target up to 6,000 partner relationships without increasing existing resources

SOLUTIONS

Created a new online tool to effectively create and manage marketing activity

Initial goal was to run at least 100 partner campaigns per month

RESULTS

Increased channel revenues over $200M

Increased volume of marketing programs from 40 per year to over 4,000 programs

Reduced operational costs by half

Sales and Channel Integration

Recent Work and Case Studies

Recent Case Studies

Effective Lead Management Campaign to Drive Revenue

Revolutionary channel program to attain market leadership

Innovative Online Marketing Campaign to Improve Partner Revenue