Case Studies

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Nortel Overdrive

Loyalty - IT/Telecom/Equipment 

 

Background

Nortel Networks, the telecommunications equipment giant, was trying to change its perception in the Indian market. Nortel was perceived by its channel partners as a company with excellent product strengths but without the aggression and the drive to implement innovative channel marketing initiatives, promotion schemes and on ground activities.

 

Objectives

• Increase sales through our enterprise channel partners
• Educate channel partners about our products through a variety of interactive media
• Encourage channel partners to attend our training sessions
• Increase frequency of contact with channel partners
• reward channel partners for the desired behavior

 

Action plan

• Sales linked incentives for all stake holders in the sales process
• Product knowledge through quiz / surveys
• Training and certification
• Relationship building
• Rewards

 

Results

• Increase in new registrations and sales
• Increase in region wise channel penetration and revenue
• More than 60% improvement in the communication index

 

Targets

• Channel Partners

 

 

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