Vendor value

An interesting research note from Gartner found its way into my inbox this week. According to analyst Yamamoto Krammer, despite spending millions of dollars to target the SMB segment, vendors have consistently failed to crack it.

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By  Mark Sutton Published  May 26, 2002

An interesting research note from Gartner found its way into my inbox this week. According to analyst Yamamoto Krammer, despite spending millions of dollars to target the SMB segment, vendors have consistently failed to crack it.

He cites seven reasons why vendors have failed, and, as expected ‘weak channel strategy’ is one of the reasons given. Vendors rely on the strength of their brand, without realising that SMBs don’t buy just on brand, or on price, but on the basis of advice from a trusted partner.

Vendors don’t support or train their channel properly. Those that do, and that get the technology right, are four times as likely to crack the SMB sector as those that don’t.

But with little distinction between products in many areas, how do you know which vendors will give you the support you need for this vital market segment? Do vendors deliver all they promise to partners? Which ones will go the extra mile for their resellers? Can you manage without proper vendor support?

Over the summer, CRN will be looking at ways to help the channel identify the right partners, and to recognise the achievements of those that get it right. Until then, please let me know what you think vendors could be doing to help you.

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