Our co-host for the month of April is Chris Kenton (@ckenton) and one of our guests was Chris Becwar (@cbec100).
In this episode, Mitchell Levy and his co-host for the month of April, Chris Kenton, interview #ThoughtLeader Chris Becwar, Senior Director of Marketing & Product at CCI Global Channel Management. The conversation starts with the observation that Chris Becwar has been able to witness the dramatic change of the entire business over the last few years. What interests him most is the quest for answers on how it affects the business process and the marketing through indirect channels. He definitely is in the right position to share the changes that he has been able to witness working for a company that it happens to be the fundamental building block providing financial and program plumbing for automating in large vendor relationships with a massive network of resellers and partners. The company conducts surveys to find out the pain points of the vendors they’re providing their services with. One of his more interesting revelations is that there has been a number of questions about what the channel professional is struggling with today. What kind of overarching pain points are they really looking to overcome? He has been able to witness that the concerns they used to hear from their clients on day-to-day encounters are different from what they’ve heard in the past. One of the pain points that remains unchanged is the traditional core challenge of channel management that tends to prove on the Return of Investment (ROI), and how to identify who’s moving the needle the most and who is not. Assisting companies in their driving traction to arrive at a decision in which partner to invest used to involve so much risk, and past performance of the new prospect partner is not the sole indicator for predicting future performance. Companies need to adapt to change and be innovative.
One of the big factors of channel success today is having a deciding factor to try innovative methods to grow one’s business, not just being stuck on the traditions you’re used to. It is looking for ways to be able to engage in talking to experts who can understand the marketing personas with a level of intuition, empathy, and how you can clearly understand the pain points to create compelling value proposition. These experts don’t necessarily have to be in your organization. Mitchell shares his point of view of it being important to practice the need of thought leadership as you actively engage your employees in the process.
There has been innovative and new technologies out in the market, but one of the keys to the success factor of a business is its customer service, dedication, and expertise. How well do you manage your relationships with your customers even after they buy your products? Your business will definitely stand out, even surrounded with the new technologies of your competitors, as long as you know how to execute support and have long-term customer relationships.
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Here are a couple of aha moments from the episode. See more in the “Aha Moments from Thought Leader Life” eBooks available in the social media-enabled eBook platform, Aha Amplifier: http://AhaAmplifier.com/.
- The core challenge that channel management tends to prove is the Return of Investment (ROI). @CCIChannels #TLL
- From a business standpoint, it is smart for businesses to build their ecosystem where they have persistent customers. @ckenton #TLL
- What is your customer service’s dedication and expertise? @CCIChannels #TLL
- In the age of thought leadership, employees in the organization need to be actively engaged. @happyabout #TLL