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“Trainer’s ability to hone our messaging and secure meetings with key influencers resulted in a very successful company launch. The buzz created within the analyst community has directly supported our business development and sales efforts.”
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Robert Roblin,
President and CEO, Collation
In the Spotlight: Gresham Enterprise Storage Solutions
Company’s Sales Model Switches Gears Mid-Race
| Project: | Channel Vision Partner Program Launch. |
| Challenge: | Quickly shift industry perception of company’s sales model. |
| Results: | Coverage in top tier channel publications, boost in VAR partnerships, increase in channel sales. |
When Gresham Enterprise Storage decided to switch gears mid-year from its heritage as a direct sales company to a channel-only model in order to increase their market presence, they needed to swap out vehicles fast. Gresham turned to Trainer to strategically reposition their company’s perception amongst resellers, customers, media, and industry pundits.
Trainer’s rapid response pit crew…
- Created a name for the program, Channel Vision, that reflects the company’s image of innovation and complements their tagline, “Data Protection with Vision,” which Trainer had also developed previously.
- Developed a rolling thunder announcement schedule that first announced the new VP of Sales, then the new Channel Sales Director, and then the Channel Vision Program itself.
- Teamed with Gresham sales and channel executives to strategically position categories, benefits, and proof points for the Channel Vision program for maximum newsworthiness.
- Gained channel partner participation in announcements and press interviews.
- Provided channel media training for Gresham executives to ensure the success of first-time interviews with the channel press.
- Incorporated the new channel strategy as major component of the autumn Press and Analyst Tour to provide broad shift of perception amongst media and industry pundits and their audience – prospective Gresham customers.
- Secured comprehensive feature coverage in top IT channel publications including CRN, Business Solutions, and IT Reseller, shifting perceptions of the channel community and encouraging value added resellers and solution providers to consider the benefits of partnering with Gresham and selling Gresham’s solutions to customers.
