Limited Time Offer: Save 30% on PRO with code GETRESULTS »

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Five Tips for Small B2B Companies That Depend on Big Channel Partners

by Robbie Baxter  |  
June 30, 2009

It's a challenge faced by hundreds of small companies: how to get the CXO of a Fortune 1000 company to consider its product.

One effective strategy that helped get companies such as Citrix and VMware off the ground is to align closely with a major partner.

Building a strong channel, even with just one or two partners, can be much more effective and easier to leverage than trying to develop your own sales team and customer relationships.

The following five tips can help B2B companies maintain strong channel partnerships.

1. Get close to the partner—really close

If your business depends on a single partner, physical proximity is key. Dozens of companies have grown up in the wake of Intel, Symantec, and Microsoft—and now similar things are happening with Internet 2.0, as companies such as Facebook, Google, and YouTube are creating their own ecosystems.

It may seem like a lot to pick up and move to be close to your partners, but it's ultimately a small price to pay in exchange for the opportunity to build strong personal relationships, conduct last-minute joint sales calls, and collaborate on product development and marketing strategy.

2. Clearly articulate the differentiated value that you provide to customers

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Robbie Kellman Baxter is president of consulting firm Peninsula Strategies (

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!