Colloborative Selling in the Channel


Share on LinkedIn

The imperative for technology companies is to grow fast.

Many technology vendors leverage the channel to power their growth and use one model or a combination of selling models for demand generation:

Vendor Led Selling

A small number of technology companies initiate all outbound calling internally. Once qualified, the tech vendor will pass the leads to partners for engagement. For example, one fast-growing $1 billion tech vendor avoids funding partner outbound calling but rather centralizes all outbound prospecting within their call center. Another $1.5 billion tech organization calls against lists shared by partners and only passes leads to partners once qualified.

Vendor led demand generation can move very quickly to focus on high potential segments, leverage high quality and well targeted lists, and deliver on-target messaging by well-trained sales reps.

However, very few tech vendors use this model singularly due to the costs, resources and talent required.

Partner Led Selling

Tech vendors offer partners a menu of marketing programs and tactics that enable partner to generate leads without the tech vendor participating in the calling. Like many tech organizations, Microsoft and Cisco enable thousands of their partners to create lead generation programs through self-service marketing portals.

By leveraging partner sales teams, tech vendors can lower their cost of sale, expand coverage and leverage partner customer lists.

Collaborative Selling

Tech vendors often team with their partners on selling.

Co-selling takes many forms: telesales, face-to-face sales meetings or at events, where both vendor and partner participate.

For example, one large software company runs a call blitz day that includes over 1,500 sales people at 300 partners.

Call blitzes provide tech vendors and their partners with a singular and compelling event to collaboratively generate demand. This urgency and purpose drives sales activity and results.

An effective approach to align tech vendors and partners is in co-selling through a call blitz. The collaboration is accelerated when training, coaching and incentives are included.

This model includes many of the advantages associated with vendor and partner led demand generation but does require mutual planning.

Photo Credit

Republished with author's permission from original post.

Robert Lesser
I am the founder and President of Direct Impact Marketing, a provider of a sales productivity solution and consulting services to technology organizations. Prior to stepping out as an entrepreneur, I held a number of marketing positions at Dell, IBM, Reckitt Benckiser and Loblaw Companies.


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here