Where does the marketing shoe fall?

In the ERP supplier space, with vendors increasingly handing over responsibility for sales to resellers, especially for small and mid-market businesses, I am beginning to wonder what the vendor and the reseller should be doing to promote products and build brand awareness.

I know in the UK that Microsoft has started to advertise Dynamics, although it seems to focus more on CRM than the rest. In SA, only SAP has done any concerted marketing for its SME product, Business One. Microsoft’s profile has been very spotty and shown that its local marketing staff lack understanding about B2B marketing.

Recently I saw an SAP Bus 1 partner advertising the product, and saw an email for Microsoft suggesting that its resellers start marketing the Dynamics range.

This is crazy. No SME reseller has the budget or marketing continuity to build decent ongoing product or brand awareness. Surely that is the responsibility of the vendor?

Is this a South African attitude on behalf of the vendors, or is this attitude becoming the norm elsewhere?


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