Those who have worked with me in IT know that I have an obsession with integrated marketing models. My simple definition of an integrated marketing model is that an organisation has a key strategy or strategies, a target audience, the right channels and partners to reach that audience and the right offers and contextual messaging to resonate with that audience. Of course, all of this has to be interlocked with the sales teams and importantly all of it has to be measured, monitored, reviewed and renovated as needed. I call this my “perfect storm”.
Historically in “IT Land”, events have equalled marketing and marketing has meant events. However, now that information technology is a board level topic for many our customers, who need to get their heads around digital disruption, we can not just focus on events to technical folk to make sales. we have to have the right messaging, given in the right language, for our much wider audience to consume, where they consume.
Without a set of aligned goals, the execution of co-marketing programmes can often result in disappointment for both parties. Considering such a huge chunk of a vendor’s overall marketing budget can be tied to partner co-marketing programmes, this is a waste of scarce money and resource. Previous Cisco ANZ Director of Marketing, Suzanne Hansen offers some advice on how to create the right partner co-marketing environment for success.