Networking devices vendor

Project 1 - Channel strategy, tools and engagement

Background

The company was an IT startup which developed and sold devices for network security, connectivity and accessibility. It had been trading for 2 years and had:

>100 placements in small businesses and schools
a distributor and resellers who were small businesses
highly technical promotional material and website content
limited direct customer contact
limited knowledge of customer needs, drivers and feedback
limited internal resources,

and was targeting enterprise scale prospects.

Challenge

To identify accessible local markets for rapid yet sustainable growth, able to be leveraged for global expansion.

Solution

We interviewed existing resellers and customers to:

define the true unique selling proposition
identify opportunities and vulnerabilities.

We confirmed that the key opportunity was in small businesses and:

gained case study and testimonial details, product and service
feedback
created brochures, presentations and website content targeted to
small business
determined the optimum route to market was via different resellers
identified ideal resellers as having internal sales and support,
complementary products and traction in small business
used the new tools to qualify 49 such resellers.

Outcomes

In 5 weeks the company gained:

7 new resellers at negotiation stage
22 other new prospective resellers, qualified
14 detailed case studies with testimonials
an accurate market snapshot
detailed strategy to maximize Australian sales and to underpin
global expansion
full databases of customers, and of existing, new and other
resellers
a new corporate image
a full suite of marketing collateral customized to the small business
market.

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