Workbooks Online Launches Sales and Marketing Advisories for IT Resellers and VARs at the Channel Expo

'Business Perspectives in the IT Channel’ Series Provides Practical Advice on Sales and Marketing Best Practice.

Reading, United Kingdom, May 20, 2009 --( Workbooks Online ( is launching a series of advisories for business leaders in the IT reseller and integrator channel designed to help them drive improvements in sales and marketing execution. The first edition of the “Business Perspectives in the IT Channel” series, “The Importance of Sales Qualification”, is available from Workbooks Online on stand 102 the Channel Expo on 20th May.

Channel Expo is the biggest channel event in the UK showcasing the latest products, services and technologies. Held at the Birmingham NEC on 20 and 21 May, the event covers the complete range of companies, products and skills within the UK channel marketplace.

The Business Perspectives in the IT Channel series from Workbooks Online aims to stimulate thought and offer advice to the IT Channel on best practice, covering some of the key operational elements of building and running effective sales and marketing functions.

John Cheney, CEO at Workbooks Online, comments: “For most IT resellers and integrators, sales and marketing activity consumes the lion’s share of operational cost. Building and running a sales team can rapidly consume cash. Sales people will be among the best paid in your organisation and will make the most calls upon other resources. Tracking and managing their activity can be challenging, especially when they’re field based. Your business needs them, but good ones are hard to come by; even in an economic downturn.

“And how many marketing managers are able to determine that Tradeshow A was a better investment than Campaign B, or Online Media C? Is there clarity on what constitutes success – The most leads? The most qualified opportunities? The most business closed?

It stands to reason that if sales and marketing account for the largest part of operational budget, businesses should be keen to optimise the performance of these functions.”

Over the next three months, Workbooks Online will deliver a series of advisories in a variety of formats and covering the following topics:

- Sales qualification
o Implementing a manageable and consistent qualification methodology
o How to give sales opportunities a Medical
o Coaching sales teams for excellence
- Maximising marketing investments
o Marketing against a pipeline plan
o Tracking return on marketing investments
o Does taking vendor funding have to mean a loss of control?
- Forecasting, pipeline management and the importance of knowing your own sales cycle
o The 3 daily key indicators in pipeline management
o Implementing an appropriate forecasting structure
o Avoiding a pipeline gap
- Working with vendors and distribution
o Understanding and capitalising on vendor relationships
o How to build mindshare with suppliers
o The value of a clear vendor management plan
- SSelling value to maximise retained margin
o Alignment with your customer’s business agenda
o Understanding and articulating your differentiation
o 3 questions that will improve your execution in every deal
- Maximising customer value
o Engaging meaningfully with your customers – and not just at renewal time
o Delivering relevant offers and promotions as part of cross-sell and up-sell campaigns
o Managing and best-utilising customer references

The first advisory, The Importance of Sales Qualification, is available from Wednesday 20th May. IT VARs and Integrators are welcome to sign up to the series by visiting Workbooks Online on stand 102 at the Channel Expo, clicking to or by emailing


About Channel Expo 2009
Channel Expo 2009 ( takes place at Hall 9, NEC, Birmingham on 20-21 May 2009. The event is the only trade show aimed exclusively at the UK's IT Channel.

Organised by the publishing team behind CRN, Channel Expo provides resellers with the opportunity to explore and compare a vast array of products and partners, while offering vendors and distributors the opportunity to meet the whole industry in one place, at one time. This annual exhibition features an array of new products, launches and educational features, which combined make Channel Expo the essential event for today's resellers.
Workbooks Online Limited
John Cheney
0118 3030 100