PGi, one of the world’s largest providers or collaboration software and services, was interested in revisiting their channel partnership structure to increase their sales pipeline. They wanted to simplify their approach in order to more effectively support their internal teams as well as their channel partners. Ultimately, our goal was to help them develop a best-in-class partner nurture strategy to support them in their efforts to promote PGi’s product suite.
To understand the buyer (in this case, the channel partner), we wanted to first understand PGi’s approach to supporting them. Through an immersion session we were able to meet with key stakeholders responsible for the relationships. We got a better understanding of who the channel partners were and what motivated them. Then we interviewed a variety of partners to get direct feedback on their points of view – we wanted to learn what was missing from the relationship, what needed further clarification and any other information that would be pertinent to our developing a strategy that would meet their sales support needs.
The buyer insights research enabled us to develop a “set of truths” about the partners and provided perspective as we conducted an audit of PGi’s content using our eye on>content audit process. We analyzed and assessed over a dozen content assets to identify areas for improvement, opportunities to repurpose and development of net new pieces to fill in gaps. The eye on>content report provided us with the framework to quickly outline the content strategy and prioritize the development of repurposed and new content assets. Then we mapped out the communication strategy with the goal of strengthening key partner relationships by providing purposeful information on an ongoing basis.
Using the “set of truths,” we developed a Messaging Platform to ensure the new, modern approach we were taking was consistent throughout each touch point in the communication strategy. A Design System was developed (on brand) to ensure consistent presentation of the Messaging Platform no matter what format or channel were used. Utilizing the Messaging Platform and Design System, we developed content assets to support the four categories of content we identified through the eye on>content audit process and email and landing page support for them.
From initial research, to strategy development – communication, concept and creative – and creative development and execution, the Gain team managed the multiple projects within this one initiative from soup to nuts. Logistics and program management is an area we receive high marks and we were up to the task.
Working with the PGi team, we were able to help bring organization and structure to the mechanics of the processes, creating a better balance between the important and urgent needs of their business in supporting their channel partner relationships.
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