Channel Management Briefs

Success with IT Channels requires a thoughtful approach to manage the complex dynamics of a partnership. CTX Resources is producing a series of “Channel Management Briefs” for both existing and potential future clients to navigate through these complexities. These executive briefs will cover a variety of channel topics over time. Please feel free to contact us to about any of these deliverables. More information is provided below.

Robert Henson

"Tips & Techniques for Recruiting the Right Partners in the Right Places"

By CTX Associate Robert S. Henson, CMC

Recruiting the right partners is the key to developing and expanding a successful channel partner program. The challenge is finding them and building a sustainable, mutually beneficial relationship. This article outlines seven steps to prepare for the right partner recruiting campaigns and the silver bullets for success.

Mr. Henson is currently a CTX Resources Associate and is a senior channel sales & marketing professional. He is a thought leader with experience in achieving revenue growth through the development of innovative leadership marketing and sales strategies, including content, planning and execution of channel partner programs.

Jerry Butlin

"Five Keys for Implementing Successful OEM Channel Partnerships"

By CTX Associate Jerry Butlin

OEM channel business models range from classic volume-based unit price/ royalty distribution and try-and-buy bundles, to leveraging high- volume Internet traffic sites to deliver complementary products with revenue sharing for partners. This brief summarizes considerations that should be addressed in establishing new OEM channel relationships.

Mr. Butlin is a CTX Resources Associate and senior channels professional with 15 years experience as an OEM/ XSP relationship executive with Symantec, PC-Doctor, Hyundai Electronics and Mitsubishi Electronics. In these roles he helped develop and execute initiatives to create, manage, and expand their channel partnerships.

Jack Wagner

"Alliance Planning & Execution Models"

By CTX Associate Jack Wagner

As IT providers begin to move past the economic difficulties of recent years, many are building new alliances to support cost-effective growth. In fact, the number of strategic alliances has grown more than 30 percent annually for the last decade, according to industry-watcher Gartner, Inc. This brief describes two proven models for planning and executing alliance initiatives.

CTX Associate Jack Wagner had global executive responsibilities for IBM’s strategic alliance relationships with Cisco Systems and SAP Software. In addition, he led many IBM partner initiatives to include development of their channel strategy for alliances with software providers to create a “solutions-based” selling model and pioneering their alliance management practices.

Mike Ruff

“Dynamic & Executable Partner Plans”

By CTX Associate Mike Ruff

How many times have we matched co-op dollars to partner contributions only to be embarrassed by a revenue result with a high E/R ratio? Commonly, this can be attributed to the lack of a partner plan with common purpose, clear directions, sufficient resources and mutual commitments. This two-page brief discusses five key phases of developing and executing successful sales plans with reseller partners.

CTX Associate Mike Ruff has helped create and execute many joint marketing and sales initiatives with IT business partners. His channel sales management skills include strong technical knowledge and solution selling expertise. He has recruited, helped enable and managed VAR, OEM, & ISV sales channels for hardware, software and systems integrator firms IBM, 3Com and Informix.

Greg Burge

“Alliance ROI Considerations”

By CTX Associate Greg Burge

There are many avenues to growth, but alliances remain an effective, strategic choice. As long as finance is the “lingua franca” of business, alliance investments rely on financial guard rails for clarity and discipline. When two organizations come together in search of mutual benefit, the secret is ensuring your alliance – no matter how large or small – makes financial sense to everyone involved.

CTX Associate Greg Burge led IBM alliance relationships with major software partners like Arriba,, Lawson, & Rational producing over $100M in average annual revenues over 15 years. He forges and leads joint ventures with a deep understanding of the critical success factors for venture capitalists and IPO underwriters.

Jeff Carter

“Channel Enablement”

By CTX Associate Jeff Carter

Channel enablement is a challenging and critical phase of building a partner sales channel. Using an actual successful example, this article describes the actions one supplier took to ensure their channel sales team would be effective and enthusiastic in selling their product.

CTX Associate Jeff Carter has more than 14 years of direct and indirect channel sales experience with focus on strategic alliances. He has built partner sales channels for CambridgeSoft Corporation and Hyundai Medis and held product development roles at, AT&T Wireless and Interleaf.

Kate Mougey

“Creating an Effective Value Proposition”

By CTX Associate Kate Mougey

What’s the value of a value proposition and how do you craft one to capture the essence of what you offer to your channel sales partners? This Channel Management Brief provides easy-to-understand and apply guidance for creating and communicating value propositions that are distinctive, measurable and sustainable. This includes the 4 “C’s” for crafting value propositions.

Kate Mougey has 15 years experience as a recognized IT industry expert in the creation of integrated marketing communications for channel partners. The channel communication initiatives she has led for IT providers like IBM Corp., NCR Corp, and others includes new channel programs , recruiting, major partner conferences and sales collateral.

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