Strategy or Tactic? Battle or War?
by Linda Hartman
Which do you have, a marketing strategy or a calendar of tactics; are you planning to win the war or simply a few of the battles? I recently read Katherine Neville’s novel, ‘The 8.’ If you are a Dan Brown fan you’ll enjoy this book. The theme of the book revolves around a human chess match. Throughout the book there are quotes regarding strategy and the game of chess. Two really left an impression:
Tactics are knowing what to do when there is something to do. Strategy is knowing what to do when there is nothing to do. ~ Savielly Tartakover (Polish chess Grandmaster)
Tactics are short-term moves to position yourself. But strategy is how you win the game.
~ Catherine Neville
This rings true about reseller marketing. Often times, many VARs will plan a calendar of events, that are merely a slew of one-off events. Those are tactics VARs are typically engaging in to satisfy a vendor partner. The outcome of those events aren’t measured and most vendors are happy when a reseller channel partner appears to be ‘driving’ new opportunities. However, how often is a VAR marketing strategy built to satisfy the goals of the organization? A marketing strategy sets the tone of the game and helps to build your willingness to invest in winning the war, not merely the battles.
VAR businesses that know what to do, when no one is knocking at the door asking them to do an event or campaigns, are few and far in-between. As the vendor’s critical connection to the end user, set yourself apart, create a strategy or let us help you create one, that helps you win the war, then in turn, the vendor partners will win in the long run as well.
Which do you have, a marketing strategy or a calendar of tactics; are you planning to win the war or simply a few of the battles? I recently read Katherine Neville’s novel, ‘The 8.’ If you are a Dan Brown fan you’ll enjoy this book. The theme of the book revolves around a human chess match. Throughout the book there are quotes regarding strategy and the game of chess. Two really left an impression:
Tactics are knowing what to do when there is something to do. Strategy is knowing what to do when there is nothing to do. ~ Savielly Tartakover (Polish chess Grandmaster)
Tactics are short-term moves to position yourself. But strategy is how you win the game.
~ Catherine Neville
This rings true about reseller marketing. Often times, many VARs will plan a calendar of events, that are merely a slew of one-off events. Those are tactics VARs are typically engaging in to satisfy a vendor partner. The outcome of those events aren’t measured and most vendors are happy when a reseller channel partner appears to be ‘driving’ new opportunities. However, how often is a VAR marketing strategy built to satisfy the goals of the organization? A marketing strategy sets the tone of the game and helps to build your willingness to invest in winning the war, not merely the battles.
VAR businesses that know what to do, when no one is knocking at the door asking them to do an event or campaigns, are few and far in-between. As the vendor’s critical connection to the end user, set yourself apart, create a strategy or let us help you create one, that helps you win the war, then in turn, the vendor partners will win in the long run as well.
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