Almost every vendor worth its salt these days provides access to a marketing portal stocked with data sheets, white papers, presentations, and other demand-generation materials. “What they fail to realize sometimes is that the partners have many vendors aside from just the one, and every vendor has that same type of approach,” Hedden notes.
The result? 30 portals from 30 vendors for one overwhelmed channel pro to navigate. That, in turn, often leads to a lot of frustration among partners and a lot of unused marketing content among vendors. To avoid both problems, Hedden counsels, vendors should strive to make their portals simple, intuitive sites that help users get in, find what they need, and get out quickly.
“It just needs to be easy for the partner to work with you,” Hedden says.