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The powerful duo behind OgilvyOne Worldwide
Routes to Market (RTM) – Channel
Advantage workshops realize that Core
Strategies' channel experience and considerable
business acumen are an ideal fit for expanding
OgilvyOne's successful program.
And with more than 400 workshops completed,
OgilvyOne Worldwide Senior Partners Dhun
Zwirble and John Skinner wouldn't hand
the proverbial channel-ready solution
torch to just anyone.
"Core Strategies channel experience is
second to none," Skinner said. "We anticipate
that their customers will leave these
workshops with an actionable plan that
tells them how they can measure success."
Zwirble added, "We look forward to a
successful partnership with Core Strategies.
Both Charlie Wallace and John Spensieri
are long-time channel executives with
decades of experience and expertise. We
feel certain that the RTM methodology
is in good hands with Core Strategies."
How (and why) RTM Works
Meanwhile, Core Strategies finds itself
in the enviable position of using proven
methodologies to help their channel partners
increase the value of their marketing
efforts by facilitating one-day, customizable
workshops.
It all began four years ago when OgilvyOne
Worldwide began delivering the dynamic
RTM workshops for IBM, its top distributors,
channel partners and its strategic alliance
partners. At the time, IBM was in the
midst of defining what channels they should
be using to optimize both internal and
external sales and marketing resources.
RTM helps companies flush out the five
stages of the sales cycle and identify
how they should be deploying each one.
- Demand generation
- Presales
- Closing
- Fulfillment
- Support
"The workshops help companies define
which activities and skills they can improve
on for each stage of the sales cycle,"
Skinner said. "Essentially, the session
optimizes your go-to-market channel."
Core Strategies will be using the RTM
methodology and its resource-evaluation
tool. Once run the company will understand
what each part of the sales cycle should
look like.
"A lot of people look at marketing as
something you have to do," Skinner said.
"But upon completion of this workshop,
they'll be able to reduce the number of
sales calls, anticipate buying behavior
and adapt to the market place."
The Financial Modeling Tool
The cornerstone of the RTM workshop
is a powerful financial modeling tool.
Using this software, companies can know
what resources and actions should be taken
— and how many qualified leads they
can expect from any given marketing effort.
"This integrated approach lowers their
risk as they go to market," said Skinner,
adding that the workshop is appropriate
for companies with minimal headcount all
the way up to IBM. "We get down and dirty
in terms of what they need to do."
The financial modeling tool also provides
companies with ROI figures. The best news
is that, once you run the tools, they
can be amended year after year. Companies
never have to start from scratch again.
What could be better? As Zwirble said,
"Core Strategies — using RTM —
will show their clients how they can leverage
all the resources at their disposal to
create a business model that gives them
speed to market and successful channel
penetration."
For more information contact Charlie
Wallace at cwallace@corestrategies.com.
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