Case study: Channel recruitment and activation – global datacenter hardware vendor

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We exceeded our customer’s ambitious channel recruitment and activations goals by 20 percent at the end of the first full year. Today we are delivering up to $500,000 of confirmed revenue per month through the resellers we have activated. 

The Brief

Our client asked BNZSA to help it grow its critical power, thermal management, and rack solutions business in EMEA. The client had recently started a new channel incentive program for resellers but had relatively low brand awareness, and most of their resellers were unfamiliar with the rewards program. 

Our task was threefold. To increase brand awareness throughout the EMEA region; recruit new resellers in 10 countries; and re-activate dormant resellers.

Our response

This brief posed a unique challenge because of the breadth of activities we were performing for the client. Success in this program would mean detecting opportunities amongst resellers, building brand awareness, educating prospective resellers on the incentive program, engaging with prospects on the registration process, taking advantage of up-sell and cross-sell opportunities, and regularly follow up with every reseller.

We wanted to ensure that our team lived and breathed the client’s solutions and culture, so the BNZSA team received extensive channel and product-specific sales training.

Starting with a front-line team of four – rising to 10 after six months – we established a distinct work area for the them in our Madrid office. These agents were supported by our data team, quality control team and a dedicated project manager. 

Using a range of data sources and market intelligence, our team identified more than 27,000 people in the target markets and set about establishing relationships with decision-makers in target resellers. Conducting calls in local language the team identified key prospects, product leads, and sales-ready projects. 

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