B2BSMX To Explore Go-To-Market Potential Of Channel Partner Programs

The B2B Sales & Marketing Exchange (B2BSMX) returns to the Encore Boston Harbor, August 8-10. The event, co-hosted by sponsored by Demand Gen Report and Channel Marketer Report, features a full agenda of keynotes, breakout sessions and workshops addressing the new roles and changing processes B2B sales and marketing teams need to master to address all stages of the buyer’s journey.

Channel program topics figure prominently in the agenda. Larry Walsh, CEO and Chief Analyst at Channelnomics, a business strategy firm, will discuss Preparing for the Recession … and What Comes Next. During his presentation, Walsh will provide an overview of evolving short- and long-term economic conditions, and what vendors selling through the channel need to do to insulate themselves from disruptions.

Mike Moore, VP of Alliances at Datto, a provider of cloud-based software and security solutions, will offer a practitioner’s guide to Building an Alliance or Partner Program from Scratch. During his presentation, Moore will review the critical steps that companies need to take to discover what kind of program might work best for them, who to hire to support it, which partners should be recruited, and more. Attendees will take away practical recommendations that can help them align their organization to effectively partner with others.

Kathryn Rose, Founder of ChannelWise, a channel-focused consulting firm, will lead a panel discussion on how companies can help their partners build successful roadmaps for their businesses. Joined by Tina Gravel, SVP Global Channel and Alliances at Appgate, MJ Patent, Co-Founder and CEO of Alveo, a strategy company, and Michelle Accardi, CEO of the managed service provider Logically, Rose will lead a lively discussion on How To “Waze” Your Partners To Success.

Channel-Sourced Revenue Rising

“We’re excited to be addressing these important channel topics at B2BSMX,” said Andrew Gaffney, SVP & Editorial Director of Demand Gen Report and Channel Marketer Report. “More companies are clearly depending on their channel partners to generate sales. According to the results of our second annual Channel/Partner Marketing Benchmark Survey, fully 96% of respondents expect to increase revenue directly attributed to their partner ecosystems this year.”

Of the respondents, 82% will be adding to their roster of partners, Gaffney said. “So it’s imperative that companies takes steps to effectively scale their programs accordingly.” Deeper investments in channel program are being made, he continued. “Partner program budgets will be boosted by nearly 70% of those we surveyed, as they upgrade a variety of support services and activities such as partner training, channel incentives and partner relationship management.”

In addition to the channel focused session, B2BSMX will feature a who’s who of sales and marketing thought leaders. Jon Miller, Chief Marketing Officer at Demandbase, will discuss how to use account intelligence for smarter sales and marketing in a keynote address. Tom Kopp, Chairman and CEO at Terminus, will discuss why companies are shifting the primary focus of their marketing away from revenue-generation to a broader go-to-market approach.

A full day of workshops has been packed into the agenda, as well as case studies by several B2B companies. Attendees will also be offered a variety of opportunities to meet with their peers and chat with sales and marketing experts.

Registration is open. Early-bird pricing is available through July 15th.