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AIA

Software research highlights marketing split

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22nd Nov 2005
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Recent research for the software trade body BASDA shows there are significant difference in opinion between software authors and resellers about who should promote the product and generate leads.

The research by PMP shows that although nearly two thirds of software publishers and 70% of resellers thought their overall relationship was good or excellent, over 50% in each camp saw the effectiveness of their joint marketing as adequate or poor.

The biggest area of confusion seems to be in marketing and business development. 87% of resellers feel that they generate the majority of their own leads whilst three quarters of the software publishers think that they provide the majority of the leads for their resellers. Indeed two thirds of resellers think their software publishers should do more marketing for them and 73% feel that the publishers should generate more leads for them.

There is an exact mirror image on the software publisher side ' with two thirds of software publishers feeling resellers should do more of their own marketing and 73% thinking that they should generate more of their own leads.

"These are worrying statistics when the health of the publisher/reseller relationship is dependent on clarity in who is generating the business opportunities," commented Peter Robertshaw, Chairman of the BASDA Marketing Group.

"Allocation of leads between different resellers, revenue splits, co-marketing budgets and sales commissions ' and indeed the health of the partnership as a whole - are all heavily dependent on who found the lead in the first place. We think this is an area where BASDA can bring the two sides together to help improve the effectiveness of marketing the UK software industry."

For the full survey results Download PDF document

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Dennis Howlett
By dahowlett
23rd Nov 2005 13:12

Does anyone realise how significant?
Does anyone realise how significant this research really is? It just blows out the water all those folk who believe there is a symbiotic relationship between resellers and software vendors. Which begs the question. Why do I need a reseller? I sure as hell need a software developer. So what about the 'relationships' that exist between software resellers and the developer community? This is telling a lot of people a lot of things about how it's NOT working. I've explored this here.

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