Since the release of Move The Channel’s Channel Marketing & Sales Guide 1.0, I’ve been inundated with emails and phone calls asking me, “Travis, what is the Move The Channel Marketing & Sales Guide, what is RIMES, and how did you come up with them?”
So here’s the brief origin story: In collaboration with the Move The Channel Community (LinkedIn Group and www.movethechannel.com), we began brainstorming what the most important components of a successful channel marketing campaign might be. To initiate this discussion, we first enlisted the thousands of MTC members to offer up their opinions and ideas regarding marketing strategies, sales techniques, technological advancements, and other channel solutions. The best part of this process was that all of the data, concepts, and suggestions we received were based on the extensive personal experience of real channel professionals.
As we began organizing literally thousands of ideas and best practices from our numerous group members, we started to see different categories coming into focus, and we determined that the most effective way to present this information would be as a five-pronged holistic methodology, which we’ve referred to as “RIMES.” We deemed these to be the 5 major “pillars” of any successful channel marketing program, and our goal was to highlight each as it relates to the greater whole. For those who don’t yet know, RIMES stands for:
- Relationships
- Information Technology (As in the channel professionals have access to and can use IT to better support their goals)
- Marketing & Communications (although sometimes we also refer to this pillar as “Management” — as in Channel Management)
- Enablement and Education
- Selling — pushing products/solutions THROUGH the channel
In addition to RIMES serving as the pillars of a successful channel marketing program, it is also the foundation of our exclusive eBook, which we have called the Channel Marketing & Sales Guide 1.0. It has been designed and structured from an outside-in perspective, so that in future versions we can start to drill down and explore all of the various sub-categories. In this way, each pillar is a potential gold mine of information and insight regarding channel best practices, and it will be our job at Move The Channel to harvest these nuggets, one step at a time. So in this way, you might even think of 1.0 as the origins of a future Channel Wiki…
Please send me your thoughts, ideas, and suggestions on where to go during the next stage of Move the Channel’s Marketing Guide.
Move the Channel,