For IT distributors
Go-to-market programs for IT distributors, with end-customer demand routed to the reseller best placed to close it and the deal registered to you.
Overview
Where the handover is designed
A through-channel program is built back from the partner's reps, so the handover is designed before the campaign. We agree the routing rules and the deal registration with your partner team first. Each lead is routed to the reseller whose customer base and technical capability fit the account, and the deal is registered to you from the first touch. The reseller's rep opens the call with the buying trigger and the stakeholder map in hand. You see the same record as the partner: the account, the trigger, the partner it went to, and the stage it reached.
Common challenges we solve
A list your partners left uncalled
If past campaigns produced a list your partners left uncalled, each account here enters a campaign with a buying signal behind it: a research surge, a renewal window, or a vendor evaluation.
A report with no pipeline
Your program dashboard shows the leads generated, the pipeline created, and the activity in progress, by partner and by campaign. You can show a vendor what its funds produced.
Partners that sign but do not sell
Partners are profiled by customer base, technical capability, and vendor overlap before recruitment, and activation campaigns run on their behalf. The dashboard shows which partners produced pipeline this quarter.
A generalist in the channel
Our founder was Chief Revenue Officer at one of Europe's largest IT distributors, and we are a Microsoft Solutions Partner. Deal registration is set in the program design before the first campaign.
Our services for Distributors
Programs built for the channel.
Channel marketing
Channel marketing recruits partners against your ideal customer profile, activates them, and creates end-customer demand routed to the partner best placed to close, with the deal registered to you. Each campaign reports the pipeline each partner produced.
Go-To-Market Consultancy
Category strategy, reseller segmentation, and an activation plan your partner managers can work, built with your channel chief and the vendor business managers.
IT Marketing Campaigns
Campaigns built for a vendor line and run across your reseller base, with each lead handed to the reseller's reps.
PR and Thought Leadership
Category commentary, vendor announcement amplification, and bylined opinion, aimed at the vendors choosing a distributor and the resellers choosing where to buy.
Also serving
Other audiences we work with.
Microsoft Copilot
First qualified leads within 5 days of launch.
We find the IT decision-makers evaluating Microsoft Copilot now and hand them to your sales team as qualified leads within 5 days of launch. Each lead carries the budget, the timeline, and the intent signals behind the inquiry, such as a pricing page visit.
Meridian Technology Solutions
IT Director, 85 employees, Atlanta, GA
Status
Actively evaluating
Budget
$25k to $50k
Timeline
Decision within 90 days
Licenses
50 to 100 users
Intent signals
Attended a Microsoft Copilot for Business webinar 3 days ago
Downloaded the Microsoft Copilot ROI calculator
Visited the Microsoft 365 pricing page 4 times in the last 7 days
Start here
Tell us which accounts you need to reach.
Send the service lines you want to grow and the buyers you sell to. On the scoping call we set the ideal customer profile (ICP) and the channels a program would use. You will hear back within one business day.