Revealing video from Cisco outlining how they make corporate marketing assets available to their resellers, MSPs, SIs, etc. and encourage customization for their specific target prospects. I have to believe that HP, IBM, Microsoft, SAP et al will follow suit… if they haven’t already.

I’ve been on  the other side of the fence at DEC and EMC, and it was blasphemy to allow the channel to mess with our collateral. “They might go off message!” That was then, and this is now. You can’t protect the marketing assets anymore (and after all, the whole point is to spread the word). Much better to assist resellers in leveraging all those expensive white papers, case studies, etc.

I wrote a post about how those corporate assets miss the mark when you get down to street level. They can’t address local environments and competition. I call the process of customizing corporate vendor collateral, ‘Sales Enablement‘.

This is a great opportunity to cost effectively add useful and relevant content (which Google LOVES) to your website. btw - acSellerant specializes in customizing generic vendor content for your market and distributing it via social media. View this well reasoned video from Cisco here…

Tags: google, MSP, relevant content, VAR, vendor marketing collateral

This entry was posted on Friday, March 19th, 2010 at 4:01 pm and is filed under Bob Leonard, acSellerant, content marketing, execution, information technology providers, sales enablement. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.