A Message from the Core Strategies Team

In 2005 outsourcing is once again a popular method of keeping costs in line while achieving a high level of expertise and success. However, as the article on outsourcing highlights, many companies choose to use the same company for both branding and channel-strategy and implementation. Unfortunately, the differences between corporate branding / end-user marketing and channel marketing focused solely on your reseller partners are two very different value propositions. Few outsource marketing firms can do both equally well. Be sure the firm you choose for your channel activities has wide and deep experience with the channel.

In the first quarter of 2005, our Routes-to-Market (RTM) practice has been expanding rapidly. We are in the process of developing a one-to-many version of the workshops and thank our loyal clients for their enthusiasm and input. In this newsletter, we've answered a question many people ask when they are first exposed to the RTM: "Can you please explain RTM in plain English?" Read on for a straightforward, plain English, description of the Workshops.

We're nearly halfway through 2005! As we head toward the summer season, often a period of slower sales in our industry, we're here to help you drive more business through programs that "Move the Meter" - even when vacation time looms.

As we mark our 10th anniversary of helping IT companies create additional profits through creating and nurturing channel relationships, we'd like to say "Thank You" for letting us help you develop marketing approaches that "Move the Meter."

Best regards and happy selling,

The Core Team

We are coming up on our 10th birthday at Core Strategies. Looking back, it would be easy to describe the past decade in the technology industry as "turbulent" or "dynamic" or "maturing." And, of course, it has been all of these things. But, as I think back to the genesis of our organization, I am pleasantly surprised how little things have changed when it comes to the foundations on which we built Core Strategies.

Back in 1995, having been part of three successful technology marketing organizations, I saw our industry as often spinning its wheels on marketing strategies and programs that did not seem to "move the meter" at all. By "moving the meter," I mean creating profit or increasing the value of the organization in customers' and investors' eyes.

I outlined four "core strategies" that every technology company needed to invest in to be successful:

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'Routes to Market' Business Planning Workshop in Plain English

The Routes to Market (RTM) Channel Advantage Workshop is not separate and distinct from your go-to-market (GTM) strategies -- it is integral to them. The RTM methodology combines both qualitative and quantitative tools to provide a strong foundation for more effective GTM plans. GTM outcomes can include a joint business plan with executable action items looking 30, 60 and 90 days out. RTM is about leverage. By utilizing the RTM methodology and toolset, partners going to market jointly can cover more opportunities faster, and generate more leads with greater profitability.

The RTM workshop progress through a set of components and exercises that have been used and tested with over 400 companies in the Americas and EMEA. Across the board, participants have said that the RTM has brought them incremental revenue and profits though sound planning and execution.

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Channels in Russia - Roulette Anyone?
Marshall Toplansky

I was recently invited to spend a week helping a large company in Russia look at its marketing and channel management strategies. As with many companies in Russia --now that capitalism has replaced communism as the predominant economic model -- management is looking at ways to expand beyond their country's borders.

As I listened to our client tell us about their marketing approach, I was struck by the similarities in channel-management issues between the US and Russia. Their biggest challenges are getting mind share over competition, providing channels with clear incentives to promote a brand or line, crafting promotions that optimize inventory and sell through, and building lasting relationship built on a solid, comprehensive ROI for both the partner and the vendor.

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