Resellers are not taking advantage of the marketing resources offered to them by vendors, according to a former 3Com channel marketing manager.
Neovista, a company specialising in reseller marketing, was this week launched by Rick Perkins, previously channel marketing director at 3Com UK.
During his six years with 3Com, Perkins said, it became clear that many resellers were not taking advantage of the marketing funds made available by vendors.
His new company will offer consultancy services to resellers, helping them keep up with the marketing resources available from the vendors they work with. Perkins would not give details of how Neovista will charge resellers.
"When I was involved in the 3Com channel programme I could see that some resellers weren't getting much out of their relationship with the vendor," he said.
"Many resellers are not taking advantage of marketing money which can help them improve relationships with the vendors and their customers."
Resellers that engaged with 3Com regularly grew significantly faster than those that did not did, Perkins observed.
"Vendors have programmes that resellers can use to give them competitive advantage, but many do not take advantage of them," he said.
Stanimira Koleva, channel sales director at 3Com, agreed that many of the resources on offer are often under-used by resellers.
"We want resellers to take full benefit of the resources put in place for them, otherwise we are wasting our time," she said.
Reseller businesses are sales and technical operations, and support from a consultant to help them develop vendor relationships "could be useful, because there is a shortage of these types of skills in the channel", she added.
Mike Lawrence, managing director of reseller Bentpenny, said resellers dealing with a number of vendors find it difficult to keep abreast of what is on offer. "If you don't ask you won't get, therefore support could help," he said
But he warned: "We have never received any marketing funds and it seems that unless you become a box-shifter selling high volumes you don't get any."
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