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With an eye toward focusing on its North
American Enterprise Channel, Bell Micro
turned to Core Strategies for assistance
developing a strategy that will drive
Enterprise business at the mega-distributor.
"We wanted to expand our presence
in the North American Enterprise Channel
and develop a richer value proposition
for VARs and Solution Providers within
this marketplace," said Phil Roussey,
Senior VP of Marketing of the Enterprise
Group. "We called on Core Strategies
because of its long-standing experience
in this marketplace."
Specifically, Bell Micro requested the
acumen of John Spensieri, Core Strategies'
VP and Senior Partner. With over 12 years'
experience serving in executive positions
at Arrow and Avnet, he was up for the
challenge and has been working with the
Bell team for the past four months to
create a strategy for 2005.
"I began by meeting with several
key Bell executives, as well as attending
several strategic-planning meetings,"
Spensieri said. "As a result, I'm
confident that we'll be able to take Bell
to the next level in their Enterprise
business."
Goals for the coming year include:
- Positioning
Bell Micro as a key player in the Enterprise
computing marketing place by executing
branding campaigns.
- Dramatically increasing
Bell's VAR customer base through extensive
recruitment activities.
- Developing VAR
programs that are competitive in the
market place and position Bell Micro
as a unique distributor partner.
- Making the relationship
between HP and Bell Micro a successful
one.
If those seem like lofty goals, consider
the accomplishments that Spensieri has
already implemented.
- Partnered with
Cintara, a full-service agency, who
boosted inside Sales messaging and conducted
a Website analysis.
- Cintara and Core
Strategies held a workshop session with
management to construct a proper messaging
triangle, inside sales scripting, as
well as Website content and navigational
improvements.
Engaged with CMP to provide Bell Micro
with a lucrative package in The Xchange
Tech Innovator conference in October of
2004. As a result, Bell was able to get
in front of several solution providers
to recruit, thus obtaining a critical
company target list. Bell was also able
to promote HP Linux/Server Strategy and
enhance their visibility in the market
place. This facilitated a closer relationship
for Bell Micro and CMP for future events.
In addition, participation in the event
provided an opportunity for Bell executives
to meet with John Thompson, HP's new Channel
executive.
Spensieri also put together with CMP
a comprehensive package for Bell's FY
2005 strategy. Package included exhibiting
at the four(4)Xchange events with scheduled
follow up Round Table meetings in targeted
cities, a Custom Advertorial that will
be inserted in seven (7 )Var Business
Tech Advantage Series (Storage focus)
and the CRN & VarBusiness Future of
Storage Series that will be published
quarterly with a reach to 131,000 Solution
Providers.
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