Elements of An SMB Program

By John Moore  |  Posted 2001-05-28 Print this article Print

Everything the program does should directly address the small or midsize business.

A Fanatical SMB Focus Everything the program does should directly address the small or midsize business. Ad copy should specifically target small-business owners, not enterprise IT managers. Similarly, ROI case studies should be geared toward smaller businesses, not installations with thousands of seats.

Ready-to-Run Marketing Campaigns Unless you have a captive ad agency, look for programs offering easily customizable promotional material.

SMB Definitions That Fit Yours A significant gap may exist between what you define as a midsize business and what your vendor considers a midsize business.

Solid Technical Support Although resellers tend to see vendor tech support as a strength, some may be tempted to pare back their help in lean times. Be careful.

A Discriminating Partner Look for vendors that take the time to qualify you, examine your core competencies, and cooperatively develop a business plan for implementing their technology. Dont expect much support from a vendor that signs up as many partners as possible.

John writes the Contract Watch column and his own column for the Channel Insider.

John has covered the information-technology industry for 15 years, focusing on government issues, systems integrators, resellers and channel activities. Prior to working with Channel Insider, he was an editor at Smart Partner, and a department editor at Federal Computer Week, a newspaper covering federal information technology. At Federal Computer Week, John covered federal contractors and compiled the publication's annual ranking of the market's top 25 integrators. John also was a senior editor in the Washington, D.C., bureau of Computer Systems News.


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