“If you are marketing technology, you are either: disrupting an existing category, creating a new category—or you’re at the wrong company” — Anthony Kennada, Gainsight VP of Marketing.
Wow. That statement from Anthony Kennada, an Allbound board member, comes from an article of his on ChiefMarketer.com, and it brought me right back to the exact reason we founded Allbound: to disrupt an industry – the channel – that has been seemingly left behind despite massive innovation and new technologies being introduced in every other segment of sales and marketing over the past few decades.
But, why not the Channel? How on earth can the category of indirect sales and marketing, one of the most important and complex roles in modern-day commerce, continue to be stuck on what have been called the seven most dangerous and expensive words in business: “we’ve always done it this way.”
And what can we do to change it?
Because it was made all too evident yet again in a recent article where it was very boldly proclaimed that “The Channel Stack is the Future of Channel Management.” Well, I’m here to tell you that very statement in and of itself exemplifies the terrifyingly outdated and expensive state of thinking that has left channel sales and marketing neglected of modernization, and has many channel partners fighting for their own survival.
Here are five very real and proven reasons why:
Adding a Channel “Layer” to Your Existing Sales & Marketing Stack
Unlike the hierarchical channel technology stack, a streamlined technology layer has the ability to centralize and connect the people, content and technology for running and growing a channel while providing access to reports and statistics that help accelerate performance. It’s time to say goodbye to the complex portals, legacy PRM systems and cluttered, disconnected systems that restrain channel performance in today’s digital enterprise.
Completely re-thinking—and modernizing the channel—not only empowers your partners to sell, it facilitates the sales process and shortens sales cycles. Power struggles are replaced by powerful partnerships, and working toward a shared goal becomes everyone’s mission.
The channel doesn’t need more stacked technologies. It demands an overhaul – an inherent channel layer to disrupt our industry, leverage your existing investments and headcount within a plug-and-play application platform, and empower your partners. No excuses. Just more sales, faster. That’s why we’re calling Allbound “Partner Sales Acceleration.”