MSP sales and marketing
Features on marketing managed services, pursuing vertical market segments, co-selling with partners and keeping the sales pipeline stocked.
Top Stories
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News
13 May 2025
AWS Marketplace channel partners rev software, service sales
Partners are building a new route to market on AWS Marketplace. One has surpassed $1 billion in total sales and another expects to soon generate half its revenue there. Continue Reading
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Feature
25 Apr 2025
Guide to building and executing an MSP business model
This managed service guide provides an overview of the business model, covers the basics of building a service provider business and discusses how to manage a maturing operation. Continue Reading
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Definition
11 Jun 2025
What is A2P messaging (application-to-person messaging)?
A2P messaging (application-to-person messaging) is a type of SMS messaging technique in which a person receives text messages from a software application rather than from another user. Continue Reading
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News
13 May 2025
AWS Marketplace channel partners rev software, service sales
Partners are building a new route to market on AWS Marketplace. One has surpassed $1 billion in total sales and another expects to soon generate half its revenue there. Continue Reading
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Feature
25 Apr 2025
Guide to building and executing an MSP business model
This managed service guide provides an overview of the business model, covers the basics of building a service provider business and discusses how to manage a maturing operation. Continue Reading
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Definition
21 Apr 2025
What are customer service and support?
Customer service is the support organizations offer to customers before, during and after purchasing a product or service. Continue Reading
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Definition
13 Mar 2025
What is quality of experience (QoE or QoX)?
Quality of experience (QoE or QoX) is a measure of the overall level of a customer's satisfaction and experience with a product or service and the vendor that's providing that product or service. Continue Reading
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Definition
11 Mar 2025
What are social media metrics?
Social media metrics are the various data points that can help a company gauge the impact of social media activity on its revenue. Continue Reading
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Definition
25 Feb 2025
What is voice of the customer? A guide to VOC Strategy
Voice of the customer (VOC) is the component of customer experience (CX) that focuses on customer needs, wants, expectations and preferences. Continue Reading
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Definition
24 Feb 2025
What is gamification? How it works and how to use it
Gamification is a strategy that integrates entertaining and immersive gaming elements into nongame contexts to enhance engagement and motivate certain behaviors. Continue Reading
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Definition
12 Feb 2025
What is high-touch customer service?
High-touch customer service is a category of contact center interaction that requires human interaction. Continue Reading
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Definition
07 Feb 2025
What is account mapping, and why do you need it (with template)?
Account mapping is a strategic process that involves researching and visually organizing the key stakeholders, decision-makers and influencers within a target customer's organization. Continue Reading
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Definition
05 Feb 2025
What is account-based selling? Everything you need to know
Account-based selling (ABS) is a strategic sales approach in business-to-business sales and marketing that centers around building highly personalized and targeted relationships with specific high-value accounts. Continue Reading
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Definition
17 Dec 2024
What is a request for proposal (RFP)?
A request for proposal (RFP) is a document an organization uses when it's searching for a product or service to meet specific requirements. The organization posts an RFP to elicit formal bids from vendors. Continue Reading
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News
09 Dec 2024
AWS partners cite boost from GenAI, online selling updates
The ability to build industry offerings on Amazon Nova, easier online selling and accelerated application modernization intrigued partners at AWS re:Invent 2024. Continue Reading
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Definition
07 Nov 2024
What is customer profiling?
Customer profiling is the detailed, systematic process of constructing a clear portrait of a company's ideal customer by gathering and analyzing information about their demographic, psychographic and behavioral attributes. Continue Reading
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Definition
05 Nov 2024
What is martech (marketing technology)?
Martech (marketing technology) refers to the integration of software tools, platforms and applications designed to streamline and enhance digital marketing. Continue Reading
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Definition
05 Nov 2024
What is customer insight (consumer insight)?
Customer insight, or consumer insight, is the understanding and interpretation of customer data, behaviors and feedback into conclusions that can be used to drive actions that improve product development and customer support. Continue Reading
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Definition
29 Oct 2024
What is market segmentation?
Market segmentation is a marketing strategy that uses well-defined criteria to divide a brand's total addressable market share into smaller groups. Continue Reading
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Definition
16 Oct 2024
What is Salesforce Marketing Cloud?
Salesforce Marketing Cloud is a customer relationship management (CRM) and digital marketing platform that enables marketers to generate better marketing outcomes and ROI. Continue Reading
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Definition
15 Oct 2024
What is Salesforce Service Cloud?
Salesforce Service Cloud is a customer relationship management (CRM) platform for Salesforce clients to provide service and support to their business customers. Continue Reading
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Definition
15 Oct 2024
What is IoT Cloud (Salesforce IoT Cloud)?
IoT Cloud is a Salesforce platform designed to store and process internet of things (IoT) data. Continue Reading
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Definition
11 Oct 2024
What is Salesforce Customer Success Platform?
The Salesforce Customer Success Platform (CSP) is the official name of the Salesforce portfolio of products. Continue Reading
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Definition
11 Oct 2024
What is the Salesforce Service Console?
The Salesforce Service Console is the centralized interface in Salesforce Service Cloud, an application devoted to customer service, support and customer experience. Continue Reading
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Definition
10 Oct 2024
What is Salesforce Journey Builder?
Salesforce Journey Builder is a campaign planning tool in Salesforce Marketing Cloud to build personalized customer journeys and deliver unique campaigns and content that enhance customer experiences and secure their loyalty. Continue Reading
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Definition
27 Sep 2024
What is lead scoring?
Lead scoring is a methodology sales and marketing departments use to determine the worthiness of leads, or potential customers, by attaching values to them based on their behavior relating to their interest in products or services. Continue Reading
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Definition
27 Sep 2024
What is CPQ software (configure price quote software)?
CPQ (configure, price, quote) is programming that helps sales representatives and self-service customers quickly generate accurate quotes for configurable products and services. Continue Reading
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Definition
24 Sep 2024
What is a customer effort score (CES)?
Customer effort score (CES) is a system for evaluating how much effort is required on the part of a customer to achieve satisfaction in their experience with a company. Continue Reading
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Definition
18 Sep 2024
What is transactional marketing?
Transactional marketing is a business strategy that focuses on single, point-of-sale transactions. Continue Reading
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Definition
17 Sep 2024
What is Hootsuite?
Hootsuite is a social media management platform that helps organizations deliver enhanced social media experiences to their customers at every stage of the customer journey. Continue Reading
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Definition
10 Sep 2024
What is Salesforce Commerce Cloud?
Salesforce Commerce Cloud is a cloud-based suite of products that enable e-commerce businesses to set up e-commerce sites, drive more automation and provide customers with seamless shopping experiences. Continue Reading
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Definition
14 Aug 2024
What is sales motion?
A sales motion is the particular sales method an organization uses to sell and deliver a product or a service to its customers. Continue Reading
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Definition
17 Jul 2024
What is lead-to-revenue management (L2RM)?
Lead-to-revenue management (L2RM) is a set of sales and marketing methods focusing on generating revenue throughout the customer life cycle. Continue Reading
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Definition
24 Jun 2024
go-to-market strategy
A go-to-market strategy (GTM strategy) is an action plan that specifies how a company will bring a new product or service to market while reaching its target customers. Continue Reading
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Definition
14 Jun 2024
digital marketing
Digital marketing is the promotion and marketing of goods and services to consumers through digital channels and electronic technologies. Continue Reading
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Definition
14 Jun 2024
contact center schedule adherence
Contact center schedule adherence is a standard metric used in business contact centers to determine whether contact center agents are working the amount of time they are scheduled to work. Continue Reading
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Definition
13 Jun 2024
feedback loop
A feedback loop is the part of a system in which some portion (or all) of the system's output is used as input for future operations. Continue Reading
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Definition
11 Jun 2024
share of wallet (SOW) or wallet share
Share of wallet (SOW) is a marketing metric used to calculate the percentage of a customer's spending for a type of product or service that goes to a particular company. Continue Reading
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Definition
07 Jun 2024
Eloqua
Eloqua is a marketing automation platform that follows a cloud-based software-as-a-service (SaaS) model. Continue Reading
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Definition
31 May 2024
Pardot
Pardot is a software-as-a-service (SaaS) marketing automation platform by Salesforce that offers email automation, targeted email campaigns, and lead management for business-to-business (B2B) sales and marketing organizations. Continue Reading
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Tip
28 May 2024
5 real-world examples of omnichannel marketing
The most successful marketing strategies reach customers where they are, on every available channel. Here, explore examples of omnichannel marketing strategies from real companies. Continue Reading
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Definition
23 May 2024
AIDA marketing model
The AIDA marketing model is a framework that describes a buyer's journey through four key stages: Attention, Interest, Decision and Action. Continue Reading
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Definition
02 May 2024
affinity marketing
Affinity marketing is a type of direct marketing in which a business forms a partnership with an organization to provide goods or services in exchange for access to a new market. Continue Reading
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Definition
29 Apr 2024
Marketo
Marketo is a comprehensive marketing software-as-a-service platform designed to automate and streamline marketing tasks across multiple digital channels. Continue Reading
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Tip
24 Apr 2024
Marketing automation checklist for beginners
How can SMBs and small marketing teams develop a proper marketing automation strategy? With a checklist. Here's what to include in a checklist for a successful strategy. Continue Reading
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Definition
15 Mar 2024
B2B (business to business)
B2B (business-to-business) is a type of commerce involving the exchange of products, services or information between businesses, rather than from business to consumer (B2C). Continue Reading
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Definition
15 Mar 2024
service-level agreement (SLA)
A service-level agreement (SLA) is a contract between a service provider and its customers that documents what services the provider will furnish and defines the service standards the provider is obligated to meet. A service-level commitment (SLC) is a broader and more generalized form of an SLA. Continue Reading
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Feature
12 Feb 2024
10 marketing trends to watch for in 2024
Marketers in 2024 must embrace AI, voice search, chatbots, personalized marketing, video, social commerce, influencers, VR, sustainability and big data for a competitive edge. Continue Reading
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Definition
29 Jan 2024
competitive differentiation
Competitive differentiation is a strategic positioning tactic an organization can undertake to set its products, services and brands apart from those of its competitors. Continue Reading
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News
23 Jan 2024
IT services market demands grow, complicating staffing
Gartner forecasts IT services spending will reach $2.1 trillion in 2027, nearly double 2021 spending. Service providers will pursue a mix of talent strategies to meet demand. Continue Reading
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Tip
18 Jan 2024
8 types of marketing automation, with examples
Just as there are different types of marketing, automation types differ, too. Explore real-world examples of each type and learn how businesses can benefit from them. Continue Reading
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Definition
30 Nov 2023
targeted ad (targeted advertising)
A targeted ad, or targeted advertising, is a method of displaying advertisements to a specific group of people based on their demographics, behavior, interests, or other criteria. Continue Reading
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Tip
29 Nov 2023
Top 5 benefits of marketing automation
If an organization wants to help its marketers, it must invest in marketing automation. This software offers benefits such as better lead conversion and data collection. Continue Reading
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Answer
21 Nov 2023
Sales enablement vs. sales operations: What's the difference?
Sales enablement and sales operations strategies have a shared goal -- to make the sales team successful and bring in more customers -- yet have different methods of reaching it. Continue Reading
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Definition
20 Oct 2023
chief marketing officer (CMO)
A chief marketing officer (CMO) is a C-suite executive responsible for overseeing the planning, development and execution of an organization's marketing and advertising initiatives. Continue Reading
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Definition
12 Sep 2023
omnichannel
Omnichannel -- also spelled omni-channel -- is an approach to sales, marketing and customer support that seeks to provide customers with a seamless and unified brand experience, regardless of which channel they use. Continue Reading
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Answer
06 Sep 2023
What does a sales enablement manager do?
A sales enablement manager helps sales reps boost productivity and improves their workflows to generate more revenue. Some organizations may have a full sales enablement team. Continue Reading
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Tip
29 Aug 2023
10 sales enablement best practices
A proper sales enablement strategy can help businesses improve revenue, training for sales teams and overall CX. And, with the right tools, teams can become more efficient. Continue Reading
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News
28 Aug 2023
Ukraine IT outsourcing dips, but startups bring new energy
Ukrainian IT services exports declined 9.3% in the first half of 2023 amid war and global economic slowdown. Resilient infrastructure and AI startups offer bright spots, however. Continue Reading
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Definition
23 Aug 2023
What is brand recognition?
Brand recognition is the extent to which a consumer can correctly identify a particular product or service just by viewing the product or service's logo, tagline, packaging or advertising campaign. Continue Reading
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Definition
14 Aug 2023
rainmaker
A rainmaker is an individual who generates an unusually high amount of revenue for an organization by bringing new clients and new business to the company. Continue Reading
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Definition
10 Aug 2023
content personalization
Content personalization is a branding and marketing strategy in which webpages, email and other forms of content are tailored to match the characteristics, preferences or behaviors of individual users. Continue Reading
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News
07 Aug 2023
Google Cloud partner ecosystem ramps up for generative AI
Companies such as 66degrees and Capgemini aim to build generative AI tools using Google's platforms, offering enterprise customers industry and process expertise. Continue Reading
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News
17 Jul 2023
AI, cloud trends shape next-gen managed services offerings
Service providers are launching new services, capabilities and delivery models to meet the needs of customers grappling with AI and complex cloud environments. Continue Reading
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Answer
14 Jul 2023
How does bulk SMS marketing work?
To start a bulk SMS marketing strategy, marketers should create message templates, monitor engagement and ensure that customers can opt in or out of communications. Continue Reading
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Tip
07 Jul 2023
7 benefits of SMS marketing
An SMS marketing strategy can benefit organizations and customers alike, with tactics like personalization, real-time results and communication, and loyalty between both parties. Continue Reading
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News
26 Jun 2023
Partners: IT investment balances innovation, optimization
IT service executives expect to see customers pursue the transformative potential of AI and cloud in the second half of 2023 -- while keeping a close watch on costs and results. Continue Reading
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Tip
12 Jun 2023
Top 9 best SMS marketing examples, with templates
How can marketers write the perfect text message to engage customers? Templates can help. Explore examples of common SMS marketing messages, like product alerts and event invites. Continue Reading
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News
22 May 2023
Startup partnerships play bigger role in challenging market
Channel allies become more valuable as startups look for cost-efficient routes to market and vie to stand out in crowded sectors such as cybersecurity. Continue Reading
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Definition
22 May 2023
marketecture (marchitecture)
Marketecture (also known as marchitecture) refers to non-technical descriptions of a company's products or services that let various stakeholders understand the product's core functionality and how it works with other products as part of a broader ecosystem. Continue Reading
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Feature
16 May 2023
4 key ways partners sharpen digital transformation strategy
IT service providers employ methodologies, tools and platforms to keep initiatives on track. Their efforts aim to prevent projects from stalling before they deliver the goods. Continue Reading
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News
24 Apr 2023
AWS partner ecosystem changes involve ISVs, generative AI
The cloud platform provider makes matches among ISVs and systems integrators as it cultivates AI relationships and simplifies its global partner programs. Continue Reading
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News
10 Apr 2023
IT services market size expands amid mixed economic signals
Market watchers forecast continued growth in the tech services sector, while U.S. payrolls expand, albeit at a slower pace. Continue Reading
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News
20 Mar 2023
VMware Partner Connect reboots with accent on SaaS
VMware's partner program gets a new look as the company invests in the subscription model; Endor Labs, Graphiant and TrueFort also launch or update channel efforts. Continue Reading
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News
27 Feb 2023
Ukrainian tech companies persist as war passes 1-year mark
Software and services companies are adding personnel and expanding their offerings, as venture funds invest in tech startups with an eye toward building 'Ukraine 2.0.' Continue Reading
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News
13 Feb 2023
Mixed news for enterprise network infrastructure upgrades
Businesses working with aging network architectures could use a tech refresh. While the easing of equipment backlogs works in their favor, budgets could hold them back. Continue Reading
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News
30 Jan 2023
ServiceNow partner program ups standards, differentiation
Program participants believe the SaaS provider's updated program offers greater clarity around expectations and a path toward greater partner differentiation. Continue Reading
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Guest Post
27 Jan 2023
How to kickstart 2023 with effective automation systems
Technologies such as robotic process automation, generative AI and collaborative robots can help organizations reduce risk and improve results in a range of industries. Continue Reading
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Feature
18 Jan 2023
Service providers explore 2023 technology trends
The uncertain economy influences the technology developments service providers expect to see in 2023, with customers likely to optimize and integrate existing assets. Continue Reading
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News
10 Jan 2023
New year, new partner go-to-market strategy
The partner ecosystem continues to evolve as companies deal with emerging technologies and business models. Here's what SoftwareOne, Johnson Controls and IBM are pursuing. Continue Reading
- Definition 21 Dec 2022
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Feature
05 Dec 2022
8 IT services industry trends to watch in 2023
Economic uncertainty complicates the business outlook for professional services firms MSPs. The environment could reinforce cloud projects but curtail large-scale transformation. Continue Reading
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News
25 Oct 2022
IT services market size set to grow 7.9% in 2023
CIOs next year are likely to summon service providers, once more, into the breach as they look to overcome the skills gap and accelerate digital transformation. Continue Reading
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News
03 Oct 2022
Channel partner programs evolve amid digital transformation
A series of channel partner program relaunches that will continue into early 2023 reflect a shift to business outcomes, varied business models and subscription-based selling. Continue Reading
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Feature
30 Sep 2022
Top 5 trends for the future of marketing
Text messaging, hybrid experiences and Web3 may play key roles in the future of marketing. Learn how to fit these trends into marketing strategies moving forward. Continue Reading
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Feature
28 Sep 2022
New go-to-market strategy key to selling HPE GreenLake
Read about a trailblazing Canadian service provider's journey with the as-a-service hardware and software platform -- and the insights it gleaned along the way. Continue Reading
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Guest Post
09 Sep 2022
Framing cybersecurity as a tax on businesses
MSPs struggling to sell cybersecurity might consider positioning such offerings as a necessary expense akin to taxes -- and acknowledge clients would prefer to invest elsewhere. Continue Reading
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Definition
01 Sep 2022
unique selling point (USP)
A unique selling point (USP), also called a unique selling proposition, is a marketing statement that differentiates a product or brand from its competitors. Continue Reading
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Feature
12 Aug 2022
Atlassian partners cite cloud migration, ITSM growth
The software company offers a range of partner opportunities as it pursues digital transformation and transitions from server products to cloud-based offerings. Continue Reading
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News
08 Aug 2022
Partner ecosystem economy bucks market turbulence
A key index reports unexpected service sector growth, while digital services M&A could overtake 2021 deal volume and value levels; more IT channel news. Continue Reading
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Feature
03 Aug 2022
Low-code/no-code platforms for MSPs' in-house, external use
Service providers gain agility and efficiency benefits when using these emerging development platforms, and also land consulting opportunities with clients. Continue Reading
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News
01 Aug 2022
Will cloud, IT services prove recession-resistant businesses?
Partners expect demand for their offerings to endure through economic turbulence and, to some extent, because of the unsettling times; more IT channel news. Continue Reading
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News
26 Jul 2022
Microsoft partner ecosystem revved up, riled by 2022 event
A contact center product launch, a space industry community and an upcoming partner program revamp topped the list of Microsoft Inspire developments; more IT channel news. Continue Reading
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Guest Post
22 Jul 2022
Recruiters look for range of qualities in MSP job candidates
It's hard to hire employees with technical experience and an MSP background, but recruiters who understand what motivates potential employees can find good candidates. Continue Reading
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Definition
21 Jul 2022
brand
A brand is a product, service or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated and usually marketed. Continue Reading
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Feature
20 Jul 2022
Partners see growth in maturing on-premises cloud technology
Colocation, data-center-as-a-service offerings and cloud-like consumption models offer customers alternatives -- or adjuncts -- to public cloud platforms. Continue Reading
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News
20 Jul 2022
Microsoft Inspire 2022 points to 'digital imperative'
Microsoft CEO Satya Nadella encouraged partners to push beyond digital transformation, while the company's channel executives updated the company's industry push. Continue Reading
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Definition
19 Jul 2022
test marketing
Test marketing is a method that aims to explore consumer response to a product or marketing campaign by making it available on a limited basis to test markets before a wider release. Continue Reading
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News
18 Jul 2022
Consultants, software developers in Ukraine find ways to grow
Partners in the Ukrainian custom software and consulting sector continue to expand customer projects and win new business despite the war; more IT channel news. Continue Reading
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Feature
13 Jul 2022
Partners weigh OEMs' private cloud options for clients
Dell Apex, HPE GreenLake and NetApp Keystone are among the pay-per-use hardware platforms partners can offer clients considering alternatives to the public cloud. Continue Reading
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Feature
12 Jul 2022
The benefits and drawbacks of co-creating innovation
Collaborating ecosystem partners can access a broader range of talent and accelerate time to market, but they must closely manage their relationships. Continue Reading
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Tip
06 Jul 2022
Measuring innovation success in co-innovation partnerships
Profits are an obvious way to measure business success, but to measure co-innovation partnerships, parties must also identify intangible benefits, such as knowledge acquired. Continue Reading