Communication breakdown: Getting vendor marketing and partner sales on the same page
In the channel, it’s expected that vendors and resellers work toward the same goal. However, channel players playing on different teams – or at least working for different companies – can make getting on the same page difficult, especially when it comes to messaging.
In particular, partners and vendors are often faced with a challenge when it comes to getting the same message and end game from partners’ sales team and vendors’ marketing team. And the result? Wasted resources, wasted time and even wasted sales potential.
Dave Myron, VP of product marketing at Seismic, says the cause is paradoxical.
“The paradox is that marketing teams produce [masses] of content, but most of it goes unused,” he explains to Channelnomics. “On the other side of the equation, sales reps tend to not be able to find content and end up making their own. It takes a lot of time away from selling, and a lot of sales engagements don’t work that well.”