Channelling CeBIT

There was no seven-year itch at CeBIT 2008, with visitor numbers rising six percent from last year. Figures show 35,173 attendees passed through the Sydney Exhibition Centre doors, sharing the halls with telcos, government agencies, software and hardware vendors and analysts. A total of 410 international exhibitors were present, a record number for CeBIT.

The event helped businesses connect with potential customers, with feedback from exhibitors generally positive about the generation of new business leads.

CRN’s publisher, Haymarket Media, enjoyed a busy three days at its stand, showcasing its range of IT publications including PC Authority and Atomic. This year CeBIT witnessed a stronger channel focus, with CRN hosting a series of afternoon seminars on the last day of the event.

Barry Freeman of IT channel consultancy Quantify Corporation began the seminars by presenting several insights into how resellers can improve the success of their marketing programs.

“I do think we’re in for a tougher time coming forward. We’re going to have to become sharper,” he said. “It’s not that much fun just making the numbers, it’s too hard a business to be in to not go past it. The marketing engine has got to be pumping out leads all the time.”

Freeman shared a maxim that he said seemed obvious but can help drive staff to chase business: “no customers equals no cash”. In order to maintain a healthy, growing business, Freeman said that resellers need to be completely sure of their particular value proposition so they be as convincing as possible to potential customers. In addition to this, resellers also need to develop and – importantly – stick to a business plan with clearly defined targets.

Equally vital is improving client databases to capture more information, particularly personal, about their customers and then using this to open and enable a continuous line of communication with them.

Charles Cote, country manager of vendor Fortinet, delivered the keynote address on introducing emerging technologies through the channel.

“Channel partners need to make sure they do investigation behind the scenes, and from a global perspective, when they’re taking vendors into an emerging market.”