Core Skills for Suppliers SiriusPathway®

$ 1,100.00

Purchasing this course gives one person access to its content for one year from date of purchase. It is non-refundable, non-returnable, and once started, cannot be transferred to others or exchanged for a different course.

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It's imperative that suppliers understand how to build marketing competencies within their organization so they can design and deliver high performing demand creation programs for partners. In this pathway, we'll cover the core foundational concepts that will arm channel organizations with the skills required to address the unique needs of their channel partners.

This is a 100 level SiriusDecisions Learning course. Courses at this level are appropriate for individuals or teams that need to level-set or become acquainted with fundamental definitions and concepts using high-level overviews of key topic areas.

Key Course Objectives:

Demand Type

  • Explore the buyers' view
  • Recognize and accept the novelty of an offering in the channel market and how that impacts the marketing mix
  • Take a critical look at the type of demand your organization is try to create and how a few important factors can ultimately drive your demand creation strategy

Relative Targeting

  • Study smart segmentation to focus your channel efforts on the most opportunistic markets

Lead Scoring

  • Optimize lead qualification efforts and handoffs between functions
  • Learn the fundamentals required for assigning lead levels and lead attributes, concepts that serve as the foundation for best-in-class lead scoring

The Buyer's Journey

  • Understand the buying scenarios for the channel offerings that map to campaigns
  • Discover how b-to-b sales and marketing has shifted toward a buyer-driven approach and what that means to you
The Demand Waterfall
  • Effectively align marketing and sales to optimize lead generation, conversion rates and subsequent revenue growth

Lead Nurture

  • Learn the different types of lead nurturing
  • Describe its impact on an organization
  • Assess an organization's treatment of leads

Integrated Campaigns

  • Create a campaign hierarchy that unites a high-level, messaging-oriented campaign with focused needs-based campaigns targeted at defined buyer personas

Digital Planning

  • Explore the digital approach that has become the norm in b-to-b marketing
  • Understand the difference between sales-led and self-guided marketing models
  • Create an appropriate digital plan for channel efforts
Pipeline Acceleration
  • Learn types, measurement and pipeline framework
  • Identify the different types of pipeline acceleration
  • Understand an organization's measurement concerns
  • Verify a match between a solution and buyers' needs
  • Identify key budget centers and evaluate competitors
Account-Based Marketing in the Channel
  • Explore the four types of account-based marketing strategy
  • Learn which options to choose and how to get started using basic account-based marketing techniques