The document discusses how the business technology sales process has changed, with customers no longer needing to speak directly with suppliers and relying more on partners for insights. It outlines six steps for vendors to take a new approach in winning business through channels, including developing compelling viewpoints, creating relevant content for partners to use, providing go-to-market frameworks, collaborating on joint plans, sharing market knowledge, and fully equipping partner sales teams. It argues that vendors need to recognize the changed rules and act swiftly to gain a competitive advantage by enabling their channels for success in the new B2B environment.

1. onegtm.com
Why winning business
through the channel means
changing the way you
play the game

2. The way business technology is bought
and sold has been transformed – the
goalposts haven’t just moved ...
... the rules have been torn up
and completely rewritten

3. If you’re still going to
market using the same
approaches you used
10 years ago, you’re
going nowhere fast

4. So what’s changed?

5. First, B2B customers no longer
need to talk to suppliers to learn
about products or technologies
They want perspective and
insight – not pitches

6. Second is the decreasing
returns from traditional
push-based marketing ...
... meaning partners need
more support from vendors
to generate opportunities in
the new B2B landscape

7. Third, the ICT market itself is experiencing epochal
change – creating a fluidity that demands partners
constantly re-skill and re-focus

8. It’s time for vendors to
step up to the plate

9. To enable your channel to thrive,
you need to do more than just tell
them how great your products are

10. You need a totally new approach

11. Our 6 steps to winning business through the channel
in the new B2B marketplace:
1
Compelling
points of
view
2
Insightful
content
3
Go-to-market
frameworks
4
Collaborative
engagement
5
Sharing the
knowledge
6
End-to-end
enablement

12. 1 Compelling points of view
Develop clear points of
view about the challenges
and opportunities faced
by your customers and the
role your partners have in
addressing them

13. 2 Insightful content
Create relevant and insightful
content that your partners
can use to capture customer
interest and build engagement.
Make it easy to re-use and
re-purpose

14. 3 Go-to-market frameworks
Develop frameworks and blueprints
that make it easy for channel partners
to build their own go-to-market
programmes and campaigns using
your tools and content

15. 4 Collaborative engagement
Engage collaboratively with your
channel partners to build joint go-
to-market plans, which fully leverage
your combined knowledge, resources,
expertise and relationships

16. 5 Sharing the knowledge
Ensure you share the wealth of knowledge and market
insights that exist in your business to help your
channel partners build and execute effective plans

17. 6 End-to-end enablement
Equip your partner
sales teams with the
insights and the plays
that enable them to
engage prospective
customers in new types
of conversation

18. The time to act is now

19. Progressive vendors are recognising that
the rules of engagement have changed
forever – by acting swiftly, they are
already gaining a competitive edge

20. OneGTM can help you achieve
channel success
Our go-to-market services enable
B2B technology companies to deliver
integrated channel development and
marketing programmes that drive
results and deliver effective ROI
Get in touch:
0203 693 1211
info@onegtm.com
onegtm.com