Channel News

SiriusDecisions Summit 2012 Spotlights The New Channel Demand Equation


More than 1,000 B2B professionals, including marketing and sales executives, will attend next week’s SiriusDecisions Summit, to be held May 22-24, 2012 at the Phoenician Resort in Scottsdale, AZ. The sold out, three-day conference will highlight the latest trends and developments in demand generation, marketing automation, sales enablement and operations, and channel marketing will be central among the themes.  

Senior-level executives from notable channel-centric organizations, such as Adobe, Citrix, SAP and Symantec EMEA, will be keynote speakers during the event. With a theme of “Growth Through Innovation,” presenters will discuss how their organizations are aligning sales and marketing, as well as the tools and strategies they’re implementing to drive growth and business quality.

During a series of break-out sessions, Laz Gonzalez Service Director of Channel Management Strategies, and Maria Chien, Research Analyst, from SiriusDecisions, both will spotlight channel best practices, as well as new trends and technologies that are altering how vendors are enabling sales and marketing to and through partner networks.

Session titles and their content are as follows:

1. Shaping The Channel Demand Organization

Channel demand creators are facing a number of challenges, including an increase in specific buyer segments, and a broader range of channel partner types, with different needs and capabilities. This session will reveal how channel organizations can shift operations to address these trends. Questions that will be answered include:

  • How should the roles in the channel demand organization be defined, and what are their responsibilities?
  • What competencies and skills are needed to deliver highly engaging, successful partner demand programs?
  • How can B2B organizations best leverage third-party vendors in their channel demand creation mix?

2. Channel Demand and the Distributor

Developing a network of distributors that maintain long-standing SMB relationships is key to vendor success. However, organizations must align with distributor marketing and sales capabilities and new initiatives. During this session, organizations will receive in-depth insight into how vendors can maintain meaningful and mutually beneficial partnerships with distributors. Questions that will be answered include:

  • What distributor strengths and weaknesses must suppliers accommodate to successfully drive demand?
  • What ingredients in distributor demand programs yield the highest return?
  • What role is business analytics playing in identifying and marketing through resellers?
  • What steps must suppliers take to gain better visibility into distributor sell-through business?





About Alicia Fiorletta

Alicia Fiorletta is Senior Editor for Channel Marketer Report. Working closely with industry analysts and experts, Alicia reports on the latest news, technologies, case studies and trends coming to forefront in the channel marketing world. With a focus on emerging marketing strategies, including social, mobile and content for demand, Alicia hones in on new ways for organizations to market to and through their partner networks. Through her work with G3 Communications, Alicia also acts as Associate Editor for Retail TouchPoints, a digital publishing network focused on the customer-facing area of the retail industry.

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