Supported by Alcatel, Cohesive is responsible for conception and implementation of the marketing programmes, and aims to generate sales opportunities from each programme run with the business partners. Partners are encouraged to create unique marketing programmes, accelerating implementation by using virtual resources from Cohesive. They can also participate in packaged programmes tailored to their specific needs, with comprehensive implementation support. Additional benefits include simplified approval and administration of co-op spending.
The first business partners to benefit from My Marketing Agency include Freedom Communications, Switch Communications and Redbridge, and Alcatel intends to eventually offer the scheme to all its business partners.
"This is a really progressive way for a vendor to help its channel," said Andy Williams, director at Cohesive. "Business partners are responding very well to the scheme, which is set to be a great success for all parties involved. The ultimate goal is to ensure all Alcatel partners enjoy the benefits of enhanced visibility and recognition."
Freedom has already conducted two campaigns as part of My Marketing Agency, working with Cohesive on a direct mail drive targeting the retail sector as well as activities surrounding the recent Government Computing Expo exhibition.
"My Marketing Agency complements our existing marketing activities and has so far enabled us to identify a number of new prospective clients," said Tom Perry, marketing manager at Freedom. "We've been impressed with Cohesive's creative input and handling of the work so far, and we hope to make a start on a new campaign in the next couple of months."
Alcatel has also stepped up its relationship with Astute, which provides demand generation services to support Alcatel's direct touch team. Astute, which has worked with Alcatel for five years - raising awareness with end-users about Alcatel's voice products, has now taken on responsibility for promoting data solutions as well, to reflect the growing importance of convergence in the marketplace. Astute will be working closely with Alcatel's newly expanded sales team to target end-users in the public sector, finance and retail verticals.
"The My Marketing Agency scheme reinforces Alcatel's commitment to a 100% channel-focused strategy," explained Peter Tebbutt, UK marketing director at Alcatel. "Our work with both Cohesive and Astute will help drive the convergence message into end-user organisations, while positioning Alcatel business partners to take full advantage of the ensuing sales opportunities."