What Business Influencers Want from Vendors

March 2, 2011 at 7:10 pm Leave a comment

by Beth Vanni, Vice President

For IT vendors, partnering with business influencers is becoming an increasingly critical way to gain a new level of relevancy with end users in the current competitive and tight economy. When it comes to what they expect from their vendors, these solution providers have needs that are very different from traditional channel partners. As our recent research study, Influencing the Influencers: How IT Vendors are Leveraging Partners to Create Business Relevance shows, many vendors and influencers are struggling to meet each other’s expectations as they attempt to put processes in place to leverage each other’s assets and go to market together in a way that demonstrated business impact.

When it comes to what business influencers want from their vendors, our research uncovered three key expectations:

–          Customer References. Vendors’ ability to demonstrate where their technology has solved a real business problem at a notable, named customer is crucial.  End users want to see real successes. And business influencers need to be able to build a solid efficiency or cost-savings case.

–          Technical Tools. Certification of technical skills is not in and of itself motivating to business influencers. They operate autonomously and require the technical training that will allow them to build pre and post-sale services that differentiate themselves to end users in their target industries.  Sharing of industry relevant IP and solution architectures gets their interest.

–          Services Teaming. Local field support is key to ensuring customer wins. A conflict-free engagement process and the ability to partner with the vendor’s field sales and technical staff in a conflict-free and accessible way empowers business influencers’ ability to deliver business-relevant solutions.

“Influencing the Influencers,” explores the issue of creating business relevance from both vendor and partner perspectives to understand some of the obstacles hindering vendors’ partnering success while identifying the tools leading vendors are using to their advantage to support their system integrators’ business solutions.

Both vendors and partners will benefit from the knowledge uncovered in this unique study. You can access an Executive Brief of the findings here. For those desiring to access the results of the full study, it is available as part of our annual market intelligence subscription called PartnerG2. Visit to learn more about PartnerG2.


Entry filed under: Industry Perspective, Partnering Tips, Uncategorized. Tags: , , , , , , , .

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