Improving Marketing and Sales Support Processes in the Distribution Channel of an IT Security Company
Zykova, Elena (2012)
Metropolia Ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201205148089
https://urn.fi/URN:NBN:fi:amk-201205148089
Tiivistelmä
Software distribution is often done through the channel of partners – distributors and the resellers. The vendor provides its marketing and sales support to the distribution channel in order to grow business in the respective regions. Understanding how this support can be improved and identifying the ways to motivate the partners is the key to business development through the distribution channels. Therefore, the aim of the study is to find out what needs to be improved in the marketing and sales support processes.
An action research process for the case of the IT security company was implemented to find out how marketing and sales support processes can be improved. Data was collected by three methods: a questionnaire, discussion café and interviews to the key informants: distribution channel partners. The idea was to obtain general feedback about the support processes as well as more detailed information on what is to be improved in the materials provided by the case company.
The study resulted in three major findings: first, identifying the company needs as for investments into the relationship building with the partners in the focus regions; second, identifying how marketing processes need to be re-designed so that the influence of the marketing actions on all channel participants would be considered; third, specifying the marketing materials which need to be improved based on the recommendations of the partners and, finally, developing a new process for collecting continuous feedback to be introduced to the case company. The study suggests that the feedback from the channel partners needs to be obtained on an ongoing basis in order to ensure the excellence of marketing and sales support processes.
An action research process for the case of the IT security company was implemented to find out how marketing and sales support processes can be improved. Data was collected by three methods: a questionnaire, discussion café and interviews to the key informants: distribution channel partners. The idea was to obtain general feedback about the support processes as well as more detailed information on what is to be improved in the materials provided by the case company.
The study resulted in three major findings: first, identifying the company needs as for investments into the relationship building with the partners in the focus regions; second, identifying how marketing processes need to be re-designed so that the influence of the marketing actions on all channel participants would be considered; third, specifying the marketing materials which need to be improved based on the recommendations of the partners and, finally, developing a new process for collecting continuous feedback to be introduced to the case company. The study suggests that the feedback from the channel partners needs to be obtained on an ongoing basis in order to ensure the excellence of marketing and sales support processes.