Scaramanga Agency


Building indirect sales channels

Ericsson asked Scaramanga to

Develop a global channel management system and communications/development platform for the new reseller network that Ericsson Enterprise had determined to build after a strategy review, where the decision was made to move from a direct sales force to indirect sales channels. We worked with the channel management team in Stockholm.

Ericsson Enterprise provides a range of wireless and PBX solutions for medium to large enterprises. They had been selling through their in-country direct sales forces, but needed to extend their reach while managing costs. The challenges created by indirect channels – such as multiple vendor relationships and channel conflict – were very new to the team. It is also challenging to attract and keep channel partners in a relatively mature market.

We put our thinking hats on

We formulated an acquisition strategy and infrastructure comprising communications, marketing support, accreditation, practical advice, training and technical support. We identified the needs of the different user groups and built an extranet platform designed to meet those needs directly. We worked closely with the reseller quality accreditation team, the web developers and the marketing team to ensure the whole programme was joined up, consistent and met the channel’s needs around the world.

And delivered these results

We put together a complete programme to acquire and grow partners at every level – sales, marketing training, and technical support. The channel feedback has been unanimously positive, with the Ericsson programme rated highly at all levels.

“Scaramanga really understands the needs of resellers and the advice to Ericsson on setting up its new global reseller channel was invaluable. Scaramanga’s knowledge and insight were of enormous benefit.”
Lars Priebe
Channel Management – Ericsson