Ep. 11: Cameron Avery – A Partner-First Approach to Sales Channel Growth

With autumn now in full swing, it’s that time of year where many of us are starting to focus seriously on planning what it’s going to take to accomplish our business goals in the coming fiscal year.  For many of you, that means looking for new ways to drive sales channel growth.  Cameron Avery has a take on a powerful strategic direction: “Bear hug your partners,” says Cam.

Cam is currently the SVP of Business Development at Zift Solutions, fresh off of Zift’s acquisition of Elastic Grid, the company he started in his Australian beach house back in 2001.  With a serious background in the technology space and an ever-expanding view of the partner world in everything from consumer electronics to the oil and gas business, Cam has a hot take on what it takes to foster meaning sales channel growth.

Consider how marketers understand the role of customer experience in today’s world.  We are all so digitally well-connected, and many of us working at the enterprise level make it our business to continuously smooth out our end user’s digital journey with our brand.

Sales Channel Growth and the Digital Partner Journey

At a high level, we all understand how the ubiquity of Internet connectivity, social media and scalable marketing automation platforms have transformed our collective approach to the customer experience.  As a starting point, Cam suggests we take what we’ve learned along the way and overlay it onto the important steps in partner development.

Greet Them at The Front Door

Let’s say your website currently has a button or form where your customer prospects can request more information from you.  What happens after a web visitor puts their hand up for more information?  Do they receive an automated email?  Perhaps they get a friendly call from a member of your inside sales team.

The digital PX journey should be no different, says Cam.  As Laz Gonzalez pointed out back in episode six, you have about ninety days to get new partners enlisted, informed and productive and from Cam’s perspective, the clock starts ticking the moment they first show interest in partnering with you.

Channel Incentive ROI Looks Different For All of Us

“Depending on where your channel is and the sophistication of it, ROI will mean completely different things,” says Cam.  What job does your channel marketing do for your brand?  In some instances, ROI will look like recruiting a certain number of partners.  ultimately should lead to more revenue, it’s important to keep track of the essential actions and behaviors that are linked to driving that revenue.

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