Integrated mar.com: direct results for the indirect world

Saturday, November 15, 2008
Mickey Mouse, Part II & The Year That Dreams Come True
Posted by Robert M. Cohen at 10:40am
President and Business Editor Integrated mar.com (eChannelLine Daily News; Conne

Disney World’s 2008 theme is “the year of a million dreams” as they focus on imagination. Imagination and dreams are great. However, as I walked through Disney World this week, I couldn’t help but wondering at what point do we have to start turning the dreams into reality.

With the business world turned upside down due to the current economic downturn, rapidly declining stock prices and other signs of doom and gloom, most would say that 2009 will be the year to forget. Not me. I honestly believe that for VARs and the Vendors, who rely on VARs to sell, deliver, configure service and support their products, 2009 is “The Year That Dreams Come True”.

VARs are in a great position to thrive during 2009 for a lot of reasons, including:

The industry downturn will force a lot of the weaker resellers, that don’t belong in the industry, to leave the industry.
Corporate IT budgets will get slashed, forcing most Vendors to focus on SMBs. SMBs need IT-centric business solutions which only channel members are capable of delivering. Collectively, VARs have the reach, relationships, technology knowledge and service attitude required to deliver these solutions.
Managed service models have made it easier for VARs to service SMBs and have made the notion of charging monthly fees (ya baby the promise of recurring revenue is finally real!) for services.
Collaboration tools have made it easier for VARs to leverage the knowledge and experience of Vendors, Distributors, VARs and service providers (check out eChannelLine’s Channel Business Community).
Integrated mar.com’s Trusted Business Advisor program provides VARs with critical business education that will help them run their own business and assist them in providing SMBs with IT-centric business solutions.
Part of the Trusted Business Advisor program is the Trusted Business Advisor business certification for VARs with automatic Trusted Business Partner status for VAR organizations that employ Trusted Business Advisors.
Through the Trusted Business Advisor program, a multi-million dollar marketing program is informing Vendors and SMBs of the value that VARs provide and in particular why they should use Trusted Business Advisors. Through the related Partner Finder, SMBs will have an easy way to find Trusted Business Partners based on profiling.
The W3 Channel Recruitment and Enablement Program provides VARs with a FREE suite of automated, multi-vendor marketing and sales tools, including: a full web catalog of up to 400,000 products, a custom eNewsletter, regular custom promotion eBlasts and their own Communities.
W3 also includes a strong SMB lead generation that uniquely sends qualified leads to VARs and then ensures that these leads are automatically marketed to by the VAR who receives the lead.
Vendors know that they cannot effectively service the SMB market and are looking towards VARs for the solution. This will immediately make Trusted Business Partners in great demand.
Most Distributors are increasing their focus on the SMB market and are launching some great programs in this regard.

So Mickey … it was great spending time with you this week. However, for the VAR community is ready to spread its wings in 2009. For the VARs and the Vendors who go through the VAR channel, 2009 is The Year That Dreams Come True!!!

I would love to hear what you think about this? I know I am a dreamer. But if we all have the same dream and work together … that dream will become a reality.

Hi Diane:

I have scooted over to make room for you on my magic carpet.
However, I don't want you to watch the dream come true. I
want you to use your channel experience and knowledge to
help me make the dreams come true.

So ... are you ready to come on board?

Please let me know.

Robert M. Cohen
President & Business Editor 
rcohen@integratedmar.com
Integrated mar.com Corporation
office: 905-763-1200 ext. 226 
toll free: 800-465-2059
cell: 416-568-2059
fax: 905-886-6216

Posted by Robert Cohen at 10:47pm

In response to Robert Lane's comments
"

Dreams never happen like magic - they take people and 
energy to make them happen. VAR's may be in a good 
position, the whining will have to stop. 
Suppliers will be looking for ways to reduce commissions -
sell direct. VARs will have to pick and chose their friends 
and decide who they really want to support.
Just having a long line card does not ensure success.
When did you last call all your existing customers and see 
what they need. Have you met face to face with them or 
relied upon telehones or even worse e-mail
How difficult are you to reach? 
Do you answer your phone or subject the poor customer to 
push # 1 etc. or even worse have the email police in command
Let's think about the basics of the business.
The magic kingdom will never be reached you until you 
really try.

"

Robert M. Cohen replies:

Hey Robert: 

Always love your comments. I agree, the whining has to
stop and VARs have to be willing to work hard if they
want to succeed. 

The GTDC (Distributor's Council) recently did a
thorough research project that showed that the cost of
using a two-tier distribution system is less than a
one-tier or a direct system. Now, it is our job, as
channel advocates, to ensure that the message gets out
to the Vendor community. 

During 2009 we will see a lot of VARs that will do very
well and hopefully with the tools, programs and channel
advocacy efforts we are doing this year ... we will
increase this number significantly. 

Unfortunately, there will also be 30% - 40% of the VARs
that will go out of business in 2009 ... most of whom
will blame the downturn in the economy for their
failure. I guess for some, it is easier to find a scape
goat and then give up, then it is to  really try.

Posted by Robert M. Cohen at 10:04pm

Dreams never happen like magic - they take people and 
energy to make them happen. VAR's may be in a good 
position, the whining will have to stop. 
Suppliers will be looking for ways to reduce commissions -
sell direct. VARs will have to pick and chose their friends 
and decide who they really want to support.
Just having a long line card does not ensure success.
When did you last call all your existing customers and see 
what they need. Have you met face to face with them or 
relied upon telehones or even worse e-mail
How difficult are you to reach? 
Do you answer your phone or subject the poor customer to 
push # 1 etc. or even worse have the email police in command
Let's think about the basics of the business.
The magic kingdom will never be reached you until you 
really try.

Posted by Robert Lane at 4:57pm

Dear Robert:

We need dreamers...without dreams nothing happens.  

Scoot over Robert, and I'll join you on your magic carpet to
watch this dream happen.

Best regards,
Diane

Posted by Diane T. Creston at 1:12pm

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