Visibility into partner behaviors and garnering insight into lead performance are common challenges channel-centric organizations face. During the 2013 SiriusDecisions Summit, Laz Gonzalez, Service Director of Channel Management Strategies, and Matthew Papertsian, Research Director at SiriusDecisions, discussed how organizations can apply the rearchitected Demand Waterfall to the channel. The annual event took place May 8-10 in San Diego, Calif.
Many suppliers still are lacking insight into critical areas of partner businesses, which can significantly impact overall channel lead performance. The session, titled: The Rearchitected Waterfall in the Channel, offered insights into how the waterfall can improve channel lead development and results. In addition, the session provided a variety of problems many suppliers face in managing their channel networks, and how the new waterfall can provide solutions to these issues.
Growth and innovation were key themes and objectives for the more than 1,000 sales and marketing executives attending this year’s SiriusDecisions Summit, which took place May 22 -24, 2012 in Scottsdale Ariz. A theme that was even more prominent, however, was the continued integration of B2B and B2C marketing strategies.
During his keynote speech on Wednesday, May 23, Jonathan Becher, CMO of SAP, revealed the company’s continued transition to more customer-focused marketing tools and tactics.