Partner e-communications: more flexibility required!
Having written, HTML-coded and dispatched multi-lingual e-newsletters to millions of my customers’ channel partners over the last 10 years across EMEA, I realise managing partner e-communications is a challenge facing most organisations that sell through sales intermediaries/ channel partners.
The issue is relevance versus costs.
How do you make sure your news is relevant to your audience whilst the costs of delivering this news are not exorbitant?
The best examples I have seen occur when companies give a choice to their audience, i.e. “What news would you like to receive?” These choices are often organised by Business Unit (BU) or product line and the newsletters aim to provide some flexibility to partners. Sadly, even in this case, newsletters are built in HTML and cost a small fortune – each version requires its own HTML, which is made even more painful if you add ‘languages’ to the mix.
Why is it that we, in the IT industry, cannot look around at best practices in other sectors? Do you/ we not subscribe to any online publication involving world news?
I do, and I get the news I like, when I like (within reason)…
So similarly, can we not deliver relevant news when our partners want it and with the content they want?
I believe we absolutely can… and this is why I pushed my team to develop newsondemand.
We wanted to give partners better choices in terms of:
the content they wanted (BU or product-centric),
the type of news they wanted (promos, product news, new collateral, etc.),
and importantly when they wanted to receive the news (daily, weekly, monthly, etc.)
We also wanted to make it easier for vendors to push news on-time, cost-effectively (no HTML coding) and to the right partners (without having to manage partner data).
I believe we succeeded… Check out how at our next webinar/ live demo. https://www3.gotomeeting.com/register/602786942
By Olivier Choron, CEO and Founder, purechannelapps.