Real Time Communications Featured Article

GENBAND Gives Partners a Marketing Advantage

February 04, 2016

For any company that offers services and solutions to a network of resellers and partners, there is an assumption that those offerings will not only be cutting edge and reliable, but that they will also be designed with specific needs in mind.  Nothing is worse than a provider who is unresponsive to needs or worse, cannot provide the training and on-going support needed to succeed.

GENBAND, a company that offers real time communications software solutions for service providers, enterprises, independent software vendors, systems integrators and developers in over 80 countries, knows a thing or two about delivering offerings that help capitalize on growing market segments. The company’s solutions help partners to introduce differentiating products, applications and services. 

Now, GENBAND is stepping up its efforts to better support and assist the channel with their efforts to market and sell solutions with a newly launched enablement program. 

I recently caught up with Becky Gordon Kendrick, GENBAND’s Marketing Go-to-Market Director to find out more about the portfolio of offerings, what it provides, and how it stands out in the market.

Our interview follows.

What is the GENBAND Marketing Advantage Program?

The Marketing Advantage Program is GENBAND’s branded portfolio name for our Go-To-Market (GTM) services  portfolio that includes programs, portals, tools, resources and marketing consulting services that are designed to assist GENBAND partners and service provider customers with their launch and ongoing promotion of services powered by our technology.

Is this different from the Partner Advantage Program GENBAND launched a few years ago?

The Partner Advantage Program, now re-branded as Advantage Partners is a key component of the Marketing Advantage Program portfolio.  The Advantage Partners program is designed for partners who meet specific criteria and includes Platinum, Gold and Silver levels. The program offers marketing co-op/marketing development funds (MDF), product-level discounts, free training certification and other tools that ensure readiness and success when launching GENBAND products and services. We carefully select partners that add value by providing services such as deployment, installation and support. This program ensures that the end-consumer receives an end-to-end solution and enjoys an optimal experience. 

How is GENBAND’s Marketing Advantage Program different from others on the market today?

The GENBAND Marketing Advantage Program was built with a service provider and partner lens. We interviewed many of our service providers and partners globally to understand their specific needs.  The program includes modular components delivered by a combination of GENBAND expertise augmented with industry best-in-class providers through our Advantage Network ecosystem program. The Advantage Network includes ecosystem partners that specialize in everything from integrated marketing, channel partner management, and Trade-in Programs to Phone pre-provisioning and staging. We are always looking for new partners with synergies in simplifying the path to success for our customers.

The GENBAND Marketing Advantage Program portfolio also includes both self-service and custom, concierge and consulting options for everything a service provider or partner would need to be successful in the marketplace.  By ensuring these solutions are modular, it allows the service provider/partner to select only those components they specifically need based on their core skill set, easing the burden, expense and ramp-up time needed to implement a service or marketing initiative.  We pride ourselves in the fact that we don’t abandon our customers after the sale or after the launch. We provide tools and resources that enable continued market stimulation as well as customer education tools that mitigate churn risk.

Why are you launching the Marketing Advantage Program at this time? 

The buyer’s journey has evolved over the past several years - consumers are doing a great job of educating themselves on technology online prior to making a purchasing decision.  Studies show that buyers are 60-90 percent through their decision-making process before they contact someone for a quote.  The relationship starts and is nurtured via online integrated activity (clicks, downloads, posts, SEO, etc.). This has increased the need and cost for the amount of marketing and content necessary to achieve customer acquisition. 

Digital Marketing adds new complexity to Marketing during a time when service providers and partners are faced with economic challenges caused by changes in funding policies.  GENBAND wants to ease the burden of this challenge and empower our valued service provider customers and partners with content that is delivered simply and effectively in the marketplace.

In addition, competitive pressures in the Unified Communications (UC) space are higher than ever. Traditional providers are facing competition like never before. Others are expanding to new markets to achieve their revenue growth plans. They need to respond to these economic and competitive pressures quickly and cost-effectively. This program is designed to help them achieve both.

We listened to our customers and partners who have requested this type of support and service and are thrilled to now offer them access to the resources and tools within this program.

Where can we find more information on the GENBAND Marketing Advantage Program?

For more information on GENBAND’s Marketing Advantage Program you can download a recent Webinar, check out this brochure or contact GENBAND at

Edited by Kyle Piscioniere

Article comments powered by Disqus

  Subscribe here for RTCW eNews