News, insights and opinions – the OneGTM blog keeps you up to speed with industry and agency developments, the latest go-to-market thinking and our views on whatever catches our attention.

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13 December 2017 | Phil Brown

No vendor is an island

“No man is an island” wrote English poet, John Donne, in the 17th century. Well if he’d been writing in the 21st century he could also have written that “no vendor is an island”, because it’s increasingly true that the ...

28 November 2017 | Phil Brown

Why effective through-channel marketing is key to vendor success

Through-channel marketing has become an increasingly vital part of many vendors’ go-to-market strategies. In this article we look at the factors driving this trend, and why a more collaborative approach to demand generation is essential in today’s technology market. Channel ...

10 November 2017 | Phil Brown

Powered by BroadSoft leading the way

Apart from the big news about their acquisition by Cisco, BroadSoft’s recent Connections conference was noteworthy for the latest announcements regarding the Powered by BroadSoft channel program. Powered by BroadSoft is a great example of how leading vendors are evolving ...

26 October 2017 | Phil Brown

The Power of Personas

A lot of technology marketing focuses on product or service features and business benefits, often ignoring the needs and attitudes of the people that actually influence and make purchasing decisions. Understanding buyer personas is an important element in ensuring your ...

8 March 2017 | Phil Brown

eGuide: Drive growth through the channel

In times past, putting together a campaign for the channel probably consisted of not much more than cobbling together some email copy, a call out script and some product collateral, and shipping it out to partners with a covering note ...

14 February 2017 | Phil Brown

The power of alignment – top of CMOs’ agenda for 2017

Recent research from the Aberdeen Group revealed that sales and marketing alignment is a primary factor determining marketing success and is at the top of the CMO’s agenda for 2017. At OneGTM this is music to our ears and we’re ...

31 August 2016 | Phil Brown

The virtue of simplicity

Over-complex, fragmented IT infrastructures are seriously damaging the ability of today’s businesses to compete. VersaStack, the leading integrated infrastructure solution from Cisco and IBM, enables businesses to dramatically simplify their IT environment. The Virtue of Simplicity campaign, which OneGTM helped ...

17 August 2016 | Phil Brown

Helping unleash the power of cloud communications

We’re pleased to be working with a number of Broadsoft’s partners to help businesses understand how cloud communications can help them unleash their full potential.

15 July 2016 | Phil Brown

Assessing the value of through-channel marketing automation

Once upon a time, in a technology industry far, far away, vendors did marketing, and channel partners did selling. The vendors generated the demand, resellers fulfilled it. But times have changed. Channel businesses have evolved, and so has the buying landscape.

4 May 2016 | Phil Brown

The challenges of marketing converged solutions

Convergence is an important trend across many areas of the technology industry. Yet taking converged solutions to market presents a distinct set of challenges, which are not always recognised. In this article I look at some of the areas that ...