在一个完美的入站世界中，需求会自动生成，并且潜在客户会排在您的虚拟门口， marketing and sales 100％对齐。但是，由于两者之间具有历史性的“爱恨交加”关系，对于任何规模的合作伙伴组织，尤其是在任何特定时间与5至25个供应商合作的组织，实现这种乌托邦都是不小的壮举。
在ChannelCon 2017上，我很高兴与大家并肩讲话 拉里·沃尔什（Larry Walsh） ，首席执行官 2112集团 on why integrating 销售量 和 行销 for inbound demand generation is critical for driving more revenue through The Channel:
The Channel Sales 和 Marketing Reality at your Partner:
Many Partners still believe 行销 is a “nice-to-have,” not a necessity. That is why you’ll find many “marketing directors” are also the receptionist, inside 销售量 person, or the owner’s husband/wife. While this point of view is understandable 和 appears to be efficient, it’s not ideal 和 is very “old school.”
这些统计数据无济于事： 2112集团 analyzes The Channel 和 numbers don’t lie. Most Channel Partners are going for boom-or-bust without a plan. According to 拉里·沃尔什（Larry Walsh） , 2112集团 ’s Chief Analyst:
60% of Partners have none or incomplete 销售量 plans or goals
75% of Partners have none or incomplete 行销 plans
Where do we go from here? It’s important to acknowledge these numbers are scary 和 figure out what you can do to educate your Partners as to why they should spending time/resources on 销售量 和 行销…the right way.
一夜之间什么都没有发生： The ticking clock motivates 销售量people. At any given moment they can tell you where they are for quota this month, quarter, 和 year. Tick-tock. Patience is not their friend. That said it’s critical to understand that integrated inbound 销售量 和 行销 strategy takes upwards of 18-months before it bears any fruit.
As Larry put it, “large swaths of The Channel are very opportunistic 和 immature” which poses a challenge for Vendors who want to make a difference for Channel Partners but don’t quite know where to start.
步骤3：启用 – Some Partners are all set with 行销. Others benefit greatly from a 行销 consultant who shows them the ropes 和 helps them improve. Vendors that want to stay top-of-mind with Partners are providing dedicated, customized 行销 help that generates gratitude 和 alignment from their Partners.
It’s the 销售量 leaders in both Vendor 和 Partner organizations who realize 行销 is a strategic asset vs. a service bureau that is 提高了《海峡》中入境战术的标准。欲了解更多信息或进行生动的辩论，请不要犹豫 联络我 !