Channel Sales

Solution selling: yes, it’s more complex, but it’s what today’s customers demand.

Al Morgan, Director of Solution Marketing and Dale Rensing, Porter Consulting Senior Market Analyst

sparklyToday’s buyers are highly informed, being well-served by an internet that lets them broadly research individual products. But the data deluge they encounter can also serve to confuse matters. If they have a need for speed and simplicity, they will often gravitate to predefined or pre-configured product combinations. Their needs, however, are not always simple and often involve a combination of products. In an effort to capture these customers, solution selling is more vital than ever before.

Storytelling: the most important business skill of the next five years

Mary Allard, Director of Marketing Strategy

storytellA while back, my colleague Alison Golan wrote a great blog about storytelling. It perked up my ears at the time, and I’ve been following the trend.

I recently came upon another blog on the topic. “Research indicates that 78 percent of CMOs think content is the future of marketing. And two thirds of marketers think branded content is superior to PR, direct mail, and print advertising. That’s huge.”

12 best practices for creating and growing profitable business alliances

Al Morgan, Director, Solution Marketing at Porter Consulting

puzzleBusiness Alliance: An agreement between two firms to align resources and combine offerings to improve customer satisfaction and extend market reach.

Business alliances extend the value you can bring to customers. Choosing the right partner and effectively nurturing the alliance through the early days will pay back in happy customers, market share and profit.

Exciting storage trends

Brad Porter, Porter Consulting

cloudI found the article “5 Storage Trends To Watch” to be very interesting. I agreed with two of the areas that are already showing remarkable growth—NVMe (Non-volatile Memory Express flash arrays) and Smarter Storage. I believe those two areas are going to lead the way. The technology for flash storage will get better—denser, more stable, smaller size—but the software to manage the large amount of data will be just as important. I think that the ‘multi-tier storage’ referred to by the author (flash first, then disks, then cloud) is interesting, minus the storage disk arrays. I think that is a technology on a steep obsolescence slope.

From this article, I believe there are two areas that should be explored further.

Building a house without a floorplan?

Mary Allard, Director of Marketing Strategy at Porter Consulting

“Creating content without a message architecture is like building a house without a floor plan.”

houseThe content below is an excerpt of a lively and useful article that outlines simple steps in creating a messaging architecture to build and strengthen your brand. This tool could help your company consistently communicate corporate values and affect the place your brand will occupy in the minds of your constituents. The essential elements are brevity and clarity. The full article will give you additional examples, visuals and ideas.

How to hold an event that drives business

eventAl Morgan, Director, Solution Marketing at Porter Consulting

Many of our clients hold events in order to present useful technology solutions to new prospects or stay in touch with current clients. Successful events bring together the right people at the right stage in order to advance a sale or open a new door.

But holding a poorly planned and executed event actually can do you more harm than good—and can waste time and money. You are better off not holding an event than having one where the attendees have little in common and are not actively considering options.


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