IN PARTNERSHIP WITH MARKETING MEDIA TECHNOLOGY 06. A two-way process Modern marketing communications should be a two-way process—with a clear strategy for engaging with customers and prospects and hearing what they want. In our focus group interviews, buyers frequently stated the importance of working with suppliers who take the time to hear directly from them about their needs, business priorities and challenges. This is particularly important for emerging product categories, which require close alignment with beta customers to develop successfully. And for all suppliers, a Systems integrators dilute the message that structured approach to hearing from customers will guide a more relevant roadmap. the customer tries to The role of resellers, SIs and channel partners requires specific focus here. Many buyers reported frustration working with suppliers’ partners, particularly for more convey. We allow customers to directly complex solutions where detailed product knowledge is essential. influence our roadmap, which makes them trust Suppliers working via channel partners will want to keep a tight they are procuring a control over messaging, and ensure prospects have a direct line of communication. future-proof solution. Supplier, survey respondent I’m more likely to have a meeting with someone who doesn’t want to talk about their product but is more interested in understanding me. Senior director, broadcast network, North America