CHANNEL MARKETING CONCIERGE SUCCESS
OVERVIEW
ALE International is a leading provider of enterprise office and cloud
communications solutions and services, marketed under the
Alcatel-Lucent Enterprise brand. With headquarters in Paris, France, it
operates globally with 2700+ employees in 100+ countries worldwide. In
an extremely competitive segment, partner engagement and loyalty is
paramount, as such Alcatel-Lucent needed to develop a global
co-marketing program to move the needle on partners revenue growth
through ROI based co-marketing:
• Overcome lack of internal resources to provide one-to-one
support
• Run integrated marketing campaigns with a single point of
contact
• Execute demand generation activities for end-users on a
continuous basis
• Be more efficient in the use of MDF funding
• Follow global standards and best practice guidelines
SOLUTION
Gorilla built MyMarketingAgency (MMA), a global co-marketing program
for ALE partners worldwide. Based on a portfolio of services and
pre-packed offering, MMA was introduced to partners through regional
account managers in sync with ALE field marketing teams. Gorilla was
able to setup a complete concierge service to execute lead generation
activities by providing a single point of touch to partners and to the
client alike.
ALE International is a European
enterprise voice and network
solutions vendor focused on
delivering affordable, sustainable
and accessible technology to
organizations and help them
enter the new Cloud and IoT era
with the best tools and support in
the market.
GORILLA SOLUTIONS
• Channel Marketing
Concierge
• Partner Recruitment and
Enablement
• Funded Heads
• Partner Portal - PRM
GORILLA DRIVES ALCATEL-LUCENT
ENTERPRISE (ALE) 200% PARTNER
MARKETING CAMPAIGN GROWTH
[email protected] | +1 925 3651161 | www.gorillaict.com
With MyMarketingAgency, Gorilla generated valuable data and insights
for ALE International and an additional layer of information on the
behavior of its Channel.
MARKETING AUTOMATION PLATFORM
• Ready-to-use content, in multiple languages
• Emailing campaign execution, with data cleansing and segmentation
• Reporting & analytics
• Web banners and social content sharing
LEAD DISTRIBUTION AND TRACKING AND CRM INTEGRATION
• Leads are distributed to Channel Partners, Distributors and Vendor
• Leads are integrated to ALE CRM with it’s own tracking code
END-TO-END MANAGEMENT OF THE PROGRAM, INCLUDING:
• Suppliers management worldwide
• Integrated marketing campaigns offer and standard pricing
• Co-op funds reporting and management
• Single global management team with multicultural awareness and
language skills
• Partner support engagement, with local knowledge and delivery
RESULTS
Gorilla built a solid program from scratch and achieved to manage
hundreds of campaigns per year with efficiency and accountability. Each
of the activities is fully traceable and the generated leads are being
integrated within ALE’s internal CRM, closing the loop and enabling the
follow up through the internal sales cycle.
MyMarketingAgency allows ALE International to manage projects at a
global level with a single entry point and complete visibility.
With an integrated campaign execution and lead management system,
ALE is now able to promote standard practices across the globe and
measure success, thus driving scalability and positive outcomes.
One of our main objectives is to
address our partner’s current
customer database and explore
the business options that the
installed base offers in terms of
renewals, upselling and
cross-selling of our solutions.
The willingness to share their
data base requires a great
amount of trust from each
partner. We successfully defined
MyMarketingAgency/Gorilla as
the “trusted middleman” to
manage partner campaigns
globally and then share the
results with the partner and
ourselves.
SENIOR GLOBAL CHANNEL
MARKETING MANAGER
[email protected] | +1 925 3651161 | www.gorillaict.com
FULLY MANAGED INTEGRATED MARKETING CAMPAIGNS
CASE STUDY | GORILLA
MARKETING AUTOMATIONDIGITAL PLATFORM• On line 24x7 management, customization
• Contact/lead scoring
• Banners, widgets
• Web content syndication
• Reporting
DEMAND GENERATION• Database profiling
• Lead qualification
• Event follow-up
• Opportunity qualification/follow-up
• Market research
• Emailing campaign
ADDITIONAL SERVICES• Database acquisition
• Web design
• Direct Mail
• Brochure
• Event Support
• PPC Campaigns