Direct Marketing and Indirect Sales: No Longer DOA but ‘The Must Have’ to Drive Indirect Revenue
Traditionally, direct marketing has focused on the B2C relationship. But that is no longer a complete description.
In fact, I was speaking to Michael Kelly, of leading eMarketing service provider ClickMail Marketing and he reminded me that direct marketing isn’t just for the B2C crowd. Case in point, just look at the several hundred exhibitors focused on B2B solutions that will showcase their innovations at the annual conference DMA09 in San Diego this month.
Michael also reminded me of something else that I think is key. That is, direct marketing has become a necessity for creating and driving revenue success through the indirect channel, i.e. partners.
He pointed out that Clickmail has several clients (that are number 1 in their industries) that are taking advantage of Clickmail’s expertise to create and drive indirect revenue and communicate highly innovative channel partner programs. He elaborated that ClickMail is helping their clients to implement email marketing services to reach and incentivize their channel partners. In addition, Clickmail clients are finding that they can focus on what they do best, while letting Clickmail do what it does best, to deploy direct marketing services targeting revenue partners.
The world is no longer “The Way We Were” but “The Way We Are”. Direct Marketing for the Indirect Channel is no longer the conundrum that has been mercilessly bashed us over our collective heads. Direct marketing strategies and the indirect channel co-exist and thrive; they are not, by definition, DOA.
Much like other parts of operating in today’s complex business world, what was once inconceivable just yesterday is now a steadfast reality today. In this case leveraging direct marketing tools and expertise is considered ‘ de rigueur’ to create and drive indirect revenue success.
That leads us to the question I ask of my clients and partners. . . . “ have you thought about what direct marketing can do to drive the sales productivity of your indirect channel”?