For the 175th episode of The Marketing Book Podcast, I interviewed Mike Moore, co-author with Peter Thomas of Marketing Multiplied: A Real-world Guide To Channel Marketing For Beginners, Practitioners, And Executives.
Marketing Multiplied is a guide to indirect channel marketing that explores topics such as how best to engage channel partners, how to create programs that generate outcomes, how to develop the right mix of content, recruiting and hiring talented people, and how to provide meaningful incentives to your channel partners that motivate them to deliver results.
The authors explain that traditional channel marketing tactics are woefully behind the times. In the book they recommend orienting your channel marketing efforts around a modern marketing methodology that aligns with the way buyers want to buy.
From the book:
When we began writing this book, we had a specific audience in mind: the channel marketer. It was to be a book just for those who have found themselves in a channel marketing role within their companies. That’s how it happens: You sort of “find” yourself in the role one day. Nobody goes to school for channel marketing and the field isn’t covered thoroughly, if at all, by most college marketing programs. The average person on the street doesn’t even know what channel marketing is.
A bit more about the book…