Infographic: What the Best IT Resellers Do Differently

In recent years women have been taking up more leadership jobs than ever before. They have been succeeding in different fields, including business and technology. A vivid example proving that point is the founding of the Alliance of Channel Women (ACW). ACW is a nonprofit organization, which is devoted to accelerating the development of female channel leaders in technology. The organization recently revealed that it is focused on scaling up its emphasis on activism and education for Diversity, Equity, and Inclusion (DEI).

The ACW DEI Committee was established in response to the growing need for DEI leadership and education among ACW members and the channel population after summer 2020 when racial tensions and civil unrest in the US were at an all-time high.

“ACW was established to encourage gender equity and inclusion in the tech channel, bit the need is obviously much wider, as shown most recently by the rise in abuse in bigotry against people of color,” says the ACW President Amy Bailey, Telarus Senior Vice President of Marketing. “To claim this isn’t our battle is to abdicate responsibility for our friends and family who endure as a result of both malicious and implicit prejudice, and that also often in isolation. That’s why, in the tech industry, we’re standing up for diversity, justice, and equality in all forms.”

The goal of the ACW DEI Committee is to develop and implement educational and other initiatives that will assist technology companies in recognizing the value of diversity, nurturing, and advocating for individual development, which is a very important move for the civilized population, The overarching aim is to build a tech channel atmosphere in which everyone is respected and included, regardless of gender, color, nationality, age, or sexual preference. This is exactly why women’s talent, knowledge, and skills in the tech industry, as men already have more or less stable roles in the field.

“ACW claims that we are bigger and stronger together,” said Raquel Wiley, Senior Channel Marketing Manager at TPx, who chairs the DEI Committee.” Through the DEI Committee, ACW will collaborate with our members and their employers, supporters, and suppliers to foster a diverse channel culture that represents the environment in which we live and work,” mentions the Chair by continuing her statement.

The ACW DEI Committee is chaired by Chair Wiley and co-chaired by Jacqueline Steinberg, who is also the Partner Development Manager at AT&T Alliance Channel, and Kelli McMillan, the National Partner Manager at Five9. Former members of the ACW Advocacy Committee, as well as an increasing number of ACW members, have also joined the team.

The Alliance of Channel Women, established in 2010, is a nonprofit organization of women working in the telecom and IT industry’s indirect distribution channel. Via education, community, activism, and resources for personal development, the Alliance of Channel Women brings us together to inspire and advance women’s jobs and leaderships positions in the technology channel. As you can see, the organization highly encourages diversity and equity, so it is available and welcoming to everyone without exceptions. You will shortly get answers to all of your questions through email; however, you can also check out the ACW website for more information about the goals and joining policy of the organization in the link: http://www.allianceofchannelwomen.org.

The Channel Institute courses are considered the global gold standard in training and certification for channel business professionals. We have helped hundreds of channel pros accelerate their careers by proving their channel knowledge through certification. If you would like to improve your knowledge and stand out from the crowd in interviews then become a Certified Channel Management, Channel Sales or Channel Marketing Professional with the Channel Institute. Learn how.

The Certificate in Channel Marketing is comprised of 10 modules that help channel marketing executives ensure that they are using global best practices and tools. From channel partner marketing plans to market segmentation and partner differentiation, the course covers the essentials that you need.

The Certificate in Channel Marketing course is structured as 10 separate topics as follows:

Module 1: Foundations & Terminology Discover the fundamentals of channel marketing, key concepts & terminology.

Module 2: Business Strategy

Learn the most common reasons why co-marketing campaigns fail, and the role business strategy plays in building reseller success.

Module 3: Market Positioning What is market positioning, and why is it so critical for channel resellers? Analysis of positioning methodologies for channel resellers.

Module 4: Segmentation & Targeting Why are segmentation and targeting so important for reseller co-marketing campaigns? Review of tools and strategies for resellers.

Module 5: Partner Differentiation How can channel resellers differentiate themselves? Introduction to frameworks to make reseller differentiation and co-marketing campaigns more effective.

Module 6: Partner Value Proposition What makes a joint value proposition compelling? Using methodologies like the Value Canvas to build a compelling campaign value proposition.

Module 7: Co-Marketing Campaign Planning Introduction to the Channel Institute's P.A.C.K.A.G.E.S marketing planning template for managing co-marketing campaigns.

Module 8: Buyer Personas A review of templates and tools to help channel resellers buiild effective buyer personas for successful partner marketing campaigns.

Module 9: Buyers Journey What is the Buyers Journey and how can channel partners work with their vendors to align marketing content accordingly?

Module 10: Benchmarking & ROI Where can you find data to benchmark marketing campaigns? How to benchmark between partners and templates for predicting and measuring ROI on co-marketing campaigns.

Diversity and Equality in the Channel.

The Certificate in Channel Marketing