We define SMBs from an IT Channel perspective. Companies with less then 10 employees tend to purchase IT products from the superstores, or online using price as the primary criteria in product selection. Larger enterprises that have a CIO as part of the management team, use Resellers as a source for purchasing IT products at a low price.
Between the really small companies and the large enterprises, are the 10 million evasive, hard to reach SMBs with about 10 to 500 employees. Vendors sell products, whereas SMBs need technology-based solutions – solutions that give them a strategic advantage in the daily operation of their business, as well as help reduce costs and increase revenues. Much in the same as enterprises depend on their CIOs, Resellers create a symbiotic relationship with SMBs whereby, instead of being viewed as a supplier, they have become a Trusted Business Advisor (TBA).
Trusted Business Advisors
TBAs provide SMBs with recommendations on what solutions they require and then determine what they need, purchase the technology on their behalf, install it, ensure system integration, train employees and provide 7x24x365 service and support to keep the technology up and running. Simultaneously, TBAs refresh and update the technology.
SMBs do not want to know how the products work or why; they just want someone they trust to make sure they have the technology-based solutions they need. TBAs very effectively replace the FUD factor (fear, uncertainty and doubt) with a comfort zone.
The only effective way to reach, service and support SMBs is via their Trusted Business Advisors. TBK core competence is delivering the SMB marketplace to Vendors. We do this by reaching, educating, enabling, motivating and ensuring TBAs have the business knowledge, tools and vehicles required to effectively reach and service SMBs.
Since 1980, we have developed and implemented cost-effective, strategic, go-to-market programs for 350 IT companies. This experience has allowed us to accumulate a wealth of intellectual channel marketing knowledge in direct, channel, hybrid, retail, etail, managed services and SaaS go-to-market models.
We leverage our relationships, experience and knowledge on how to reach, recruit, engage, motivate, educate, enable and collaborate with TBAs to help Vendors enhance their channel relationships and increase their sales.
Using a systematic process, we provide Vendors with the structure, experience and contacts required to:
- Define channel objectives
- Evaluate current channel marketing expenditures
- Perform a SWOT, gap and needs analysis
- Position, segment, target and profile customers, resellers and distributors
- Develop a customized, strategic, complete end-to-end channel marketing plan based on the Channel Sales Cycle: recruiting and engaging, enabling, collaborating with and maintaining strong relationships with appropriate Channel Partners to help them build their business and yours
- Align objectives and audiences with distributor-funded and corporate marketing programs
- Define parameters and criteria for evaluation of current activities and ongoing performance measurement
- Implement partner recruitment, engagement, education and motivation programs
- Create and execute all channel marketing programs, including: launch strategies and rollouts; Channel product seeding, awareness and branding programs, demand creation and lead generation programs; partner and/or customer retention programs; etc.
- TBK and Computer Profile Channel Enablement Program:
- VAR Recruitment
- VAR Training
- VAR Enablement
- End-User Leads
- End-User Marketing
- Measure performance and track back results to ROI based on individual program components and/or back to the performance of specific partners
*All statistics quoted are best estimates developed by TBK based on a combination of research, industry knowledge and extrapolation.
**References to Resellers include VARs, System Integrators and System Builders. Retailers and etailers are not included.
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