OneGTM insights – explore our thought papers, opinion pieces and articles for insights into the world of go-to-market strategy and execution.

eGuide: Driving growth through the channel

Driving demand through partner channels is critical to vendor success. Yet not all have discovered the recipe for effective through-channel marketing.

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Infographic: The secrets to successful through-channel marketing

Download our Infographic for an engaging visual guide outlining the key principles you need to consider when creating successful through-channel campaigns.

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EGuide: Why marketing in the marine industry must change

See why insight-driven content marketing is now essential for the marine industry, with an outline of the steps you need to follow to initiate your own strategy.

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Ebook: All change – Building a Channel Strategy which is fit for purpose

In a market where change is inevitable and unavoidable, building the right routes to market strategy is key to any technology company’s success ...

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Infographic: Is your channel strategy fit-for-purpose? 

Routes-to-market in the technology sector are evolving as quickly as the technology itself. Without the right strategy and partners in place, vendors risk becoming as obsolete as the floppy disk.

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Routes-to-market: Implementation Checklist

To ensure that you’re evolving a routes-to-market which is fit-for-purpose for tomorrow’s market, rather than one that worked yesterday, it’s important that you’re considering a full range of factors.

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Why your current routes-to-market may no longer be fit-for-purpose

In this article, the first in a series of three, we will discuss how the pace of change across the technology industry is relentless, and many vendors have failed to adapt their routes-to-market strategies to reflect the shifting landscape.

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How to build a successful channel strategy in a rapidly changing world

In this final article in the series of articles we will talk about how to make sure your channel strategy is fit for purpose.

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How your routes-to-market strategy needs to adapt to reflect the new reality

In our previous article, we looked at the forces of change that are rendering many vendors’ routes-to-market strategies obsolete, including Cloud’s increasing presence ...

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Why winning business through the channel means changing the way you play the game

Here we examine why vendors need a new approach to channel marketing.

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Sales enablement: the missing link in your content marketing strategy?

In this article we discuss the importance of aligning your content marketing programmes with your sales efforts.

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Winning Business Through the Channel

A framework to help channel partners deliver effective go-to-market programmes.

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‘From Thought Leadership To Revenue’ – a checklist for success

A framework to help clients plan and execute thought leadership led programmes that deliver pipeline and sales.

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‘From Thought Leadership to Revenue’ guide

Building thought leadership programmes that deliver results.

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Phil explains our ‘From Thought Leadership to Revenue’ guide

Phil Brown gives an overview of our new guide, "Thought Leadership to Revenue"

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Intelligent partnering

In this data sheet we outline the range of Intelligent Partnering services which help channel-centric technology vendors and service providers engage with channel partners in the right way, in order to build stronger relationships and drive incremental sales revenues.

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Sales and marketing: best of enemies or sworn friends?

OneGTM commissioned research into the perceptions and attitudes of individuals working in sales or marketing roles within B2B in order to gain insight into the complex dynamics of their relationship.

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Building a compelling partner proposition

In this data sheet we outline an eight-point framework for creating a compelling partner proposition, based on OneGTM’s experiences of working with a variety of channel organisations.

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‘From Thought Leadership to Revenue’ workshop

Thought leadership is an increasingly vital tool in B2B marketing. Our From Thought Leadership To Revenue workshop is designed to help organisations understand the steps required to build a successful thought leadership programme.

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What channels need to succeed

This paper shows the results of our nationwide survey to find out what makes channels successful.

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How vertical should you be?

Focusing on key verticals enables firms to develop a deeper understanding of the challenges and opportunities facing particular groups of customers.

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When does a journey begin?

Research has shown that on average 60% of a B2B purchase decision is made before a buyer even speaks to a potential supplier, so it is vital to understand when their journey begins.

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Does your go-to-market plan have a cowboys head and ballerina’s legs?

Companies need to have the right processes and frameworks in place. Each person involved in the process should be building on what’s gone before, rather than just taking the bits they need and discarding the rest.

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What’s in a proposition?

When building our value proposition it’s important that we build the full message framework, which includes defining the ‘Pillars’ of the proposition

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Unblock your channels

OneGTM conducted research together with the Leadership foundation that gives insight into what technology vendors can do to improve their channel sales.

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Lack of shared plans and political infighting undermining sales and marketing success

New research from OneGTM shows that the majority of sales and marketing professionals do not believe that their teams are fully aligned.

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How marketing can get the ear of the board

How can B2B marketing managers secure board level support in a business climate when funding for new projects isn’t easy to come by?

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Cross-channel is the new normal for B2B

This article looks at how B2B technology companies could improve performance by engaging in a cross-channel go-to-market approach.

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New channel opportunities in a cloudy world

This article looks at the new channel models that are emerging for cloud-based services, and the new partnering opportunities that are being created.

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Steering a channel through the clouds

This article looks at the key questions that vendors should be asking themselves as they transition their channels to the new cloud-based world.

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Who’s fast wins: The importance of speedy response to sales leads

The  speed of response is vital in determining the effectiveness of lead generation activity. It should be a key metric for the design and management of a lead generation campaign.

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