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Driving demand through the Avnet HP channel

Avnet wanted to enable their silver partners to drive increased sales of HP Converged Storage solutions. OneGTM designed and built a through-channel campaign toolkit which helped dramatically shorten the time to revenue for silver partners.

The Client

Avnet are leaders in technology distribution and offer a full range of services, from supply-chain and design-chain services to core distribution services. Avnet also offers a complete HP portfolio with extensive technical expertise and knowledge of HP technologies and products.

The Challenge

Avnet’s primary objective was to grow its partner sales of HP Converged Storage solutions, specifically amongst their silver partner community. Avnet recognised that to achieve this, they needed to build much closer engagements with their silver partners and deliver more comprehensive tools to support their partners' go-to-market activities.

Our Solution

OneGTM initially worked with Avnet to help define the key messages for positioning HP as the leading converged storage solutions provider for businesses that were virtualising, or had already virtualised, their server estates. The initial joint campaign planning workshops ensured that the campaign strategy was based on a sound understanding of the market environment and sector trends. We then worked with key stakeholders within the businesses to define the campaign themes and the go-to-market plan. OneGTM then developed a complete go-to-market campaign toolkit for Avnet to distribute amongst selected silver partners, along with various sales enablement tools and sample campaign roll-out plans.

Following the development of the campaign toolkit, we have also been providing Marketing-as-a-Service for various partners who do not have their own in-house resources to launch the campaign themselves. This includes the development of bespoke campaign landing pages, co-branding of the key tools and broadcasting of the email series along with full email reports providing insight on any potential leads. This has resulted in the silver partners being able to identify leads more quickly and therefore significantly shortening their time to revenue.

The Results

The campaign toolkit has been very well received within Avnet and amongst their silver partners. Following the successful delivery of the various elements of the project, we have been engaged to support Avnet and HP on numerous other upcoming projects.

250% increase in partner uptake

New business pipeline of £1.25 million

What the client said...

It’s great to see a campaign so well received by partners. What has been a real hit is that through the tools, the partners have really got what the service delivers; usually getting them to engage with the product is half the battle. The other real bonus is providing them with tools that they can use in their own sales & marketing initiatives. Partners have also found the toolkit useful for internal training and sales enablement for their own sales teams. This has all led to a far higher partner take-up and ultimately conversion to sales.

Paul Riddle, Marketing Manager, Avnet Technology Solutions

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