In this episode of Channel Smart, our CEO, Janet Schijns, sits down with Channext's VP of Revenue, Alex Whitford, for a dialogue that explores why the "Long Tail" is the fastest way to grow an organization's channel revenue.
They tackle:
- What is the Long Tail advantage? Janet and Alex discuss the perception and misperceptions of the Long Tail among vendors, the steps to building an effective strategy, the implications of neglecting this approach, and the influence of digital marketplaces. The role of distribution in managing the Long Tail is critically assessed, questioning the efficacy of passive strategies.
- Benefits and Challenges of the Long Tail: The discussion shifts to the benefits of targeting the Long Tail for channel revenue growth against the backdrop of potential challenges. The conversation covers strategies for managing lower margins in relation to overall revenue potential and identifies where the Long Tail could be most beneficial in go-to-market strategies.
- Implementation Strategies: The conversation turns practical with advice on identifying and engaging with Long Tail partners, using data analytics for strategic insights, the importance of content marketing in supporting smaller partners, and effective use of Market Development Funds (MDF) to promote Long Tail engagement.
- The Future of the Long Tail: The future of Long Tail strategies is considered, with predictions on how they may evolve with technology and market changes. Advice is offered to organizations considering the Long Tail approach.
We know you will find this episode enlightening and informative. To delve deeper into the world of channel strategy and gain more valuable insights, we invite you to visit our website.
For additional information, feedback, questions, or comments, don't hesitate to reach out to us at info@jsgnow.com. Tune in to Channel Smart and stay ahead in the ever-evolving world of business partnerships.