[Ed. note: this article links to CA’s database listing in the 2016 Partner Marketing Guide.]
In the new era of the strategic service provider, marketing support from vendor partners has reached not a need-to-have, but a must-have, for today's transforming solution providers.
With that in mind, CRN has launched its first Partner Marketing Guide, a key resource of vendors that put a high priority on partner marketing efforts and the programs and support they offer to solution providers.
"We firmly believe that if we can help our partners be better marketers, we're going to see these partners grow," said Michelle Chiantera, senior director of global partner marketing for Cisco Systems, San Jose, Calif.
That has become more important today as partners' potential customers—helped by the ubiquity of online information—have become better informed about what they want to buy before they even talk to a vendor or solution provider, she said.
"Partners are really starting to see marketing as a differentiator," added Tricia Atchison, vice president of global partner marketing for New York-based CA Technologies.
Today, that differentiator is based on an increasingly digital world.