https://www.channelfutures.com/wp-content/themes/channelfutures_child/assets/images/logo/footer-new-logo.png
  • Home
  • Technologies
    • Back
    • Analytics
    • Artificial Intelligence
    • Cloud
    • Data Centers
    • Desktop
    • IoT
    • Mobility
    • Networking
    • Open Source
    • RMM/PSA
    • Security
    • Virtualization
    • Voice/Connectivity
  • Strategy
    • Back
    • Best Practices
    • Business Models
    • Channel 101
    • Channel Programs
    • Channel Research
    • Digital Transformation
    • Diversity & Inclusion
    • Leadership
    • Mergers and Acquisitions
    • Sales & Marketing
    • Specialty Practices
  • MSSP Insider
    • Back
    • Business of Security
    • Cloud and Edge
    • Endpoint
    • Network
    • People and Careers
    • Training and Policies
  • MSP 501
    • Back
    • 2021 MSP 501 Application
    • 2020 MSP 501 Rankings
    • 2020 Hot 101 Rankings
    • 2020 MSP 501 Report
  • Intelligence
    • Back
    • Our Sponsors
    • From the Industry
    • Content Resources
    • COVID-19 Partner Help
    • Galleries
    • Podcasts
    • Reports
    • Videos
    • Webinars
    • White Papers
  • EMEA
  • Awards
    • Back
    • Excellence in Digital Services
    • 2021 MSP 501
    • Top Gun 51
  • Events
    • Back
    • CP Conference & Expo
    • Channel Partners Evolution
    • Channel Evolution Europe
    • Channel Partners Event Coverage
    • Webinars
  • Channel Mentor
    • Back
    • Channel Market Intelligence
    • Channel Educational Series
Channel Futures
  • NEWSLETTER
  • Home
  • Technologies
    • Back
    • Analytics
    • Artificial Intelligence
    • Cloud
    • Data Centers
    • Desktop
    • IoT
    • Mobility
    • Networking
    • Open Source
    • RMM/PSA
    • Security
    • Virtualization
    • Voice/Connectivity
  • Strategy
    • Back
    • Best Practices
    • Business Models
    • Channel 101
    • Channel Programs
    • Channel Research
    • Digital Transformation
    • Diversity & Inclusion
    • Leadership
    • Mergers and Acquisitions
    • Sales & Marketing
    • Specialty Practices
  • MSSP Insider
    • Back
    • Business of Security
    • Cloud and Edge
    • Endpoint
    • Network
    • People and Careers
    • Training and Policies
  • MSP 501
    • Back
    • 2021 MSP 501 Application
    • 2020 MSP 501 Rankings
    • 2020 Hot 101 Rankings
    • 2020 MSP 501 Report
  • Intelligence
    • Back
    • Our Sponsors
    • From the Industry
    • Content Resources
    • COVID-19 Partner Help
    • Galleries
    • Podcasts
    • Reports
    • Videos
    • Webinars
    • White Papers
  • EMEA
  • Awards
    • Back
    • Excellence in Digital Services
    • 2021 MSP 501
    • Top Gun 51
  • Events
    • Back
    • CP Conference & Expo
    • Channel Partners Evolution
    • Channel Evolution Europe
    • Channel Partners Event Coverage
    • Webinars
  • Channel Mentor
    • Back
    • Channel Market Intelligence
    • Channel Educational Series
    • Newsletter
  • REGISTER
  • MSPs
  • VARs / SIs
  • Digital Service Providers
  • Cloud Service Providers
  • CHANNEL PARTNERS ONLINE
 Channel Futures

Sales & Marketing


Symantec: Change Your PR Strategy Now

  • Written by The VAR Guy 1
  • July 18, 2008
Memo to Symantec: It's time to change your channel PR strategy. Right now. On the one hand, Symantec was smart to address a swirling controversy around its channel program (as covered by CRN and ChannelWeb). But on the other hand, the more Symantec says about the situation the more CRN and ChannelWeb use Symantec's own words against the software company. Here's how Symantec PR should handle damage control going forward.

Symantec UTurnMemo to Symantec: It’s time to change your channel PR strategy. Right now. On the one hand, Symantec was smart to address a swirling controversy around its channel program (as covered by CRN and ChannelWeb). But on the other hand, the more Symantec says about the situation the more CRN and ChannelWeb use Symantec’s own words against the software company. Here’s how Symantec PR should handle damage control going forward.

First, some background. Take a look at the July 17 follow-up to all the controversy as posted on ChannelWeb. Basically, it shows Symantec COO Enrique Salem hyping direct sales efforts to Wall Street in one set of statements, and Salem assuring partners that Symantec’s channel program remains intact in another set of statements.

Message Conflict: It’s Quite Common

Which set of statements is most accurate? Being a geek, The VAR Guy compares the Symantec controversy to an operating system upgrade.

On the one hand, Microsoft would likely tell developers that a new operating system is a radical upgrade that vastly improves ISV opportunities and reseller margins. But on the other hand, Microsoft would tell end-users that the new operating system provides investment protection, is easy to install and enjoys lower total-cost-of-ownership. Sure, the two messages conflict with each other. That’s fine … until one message reaches the wrong audience.

That’s what happened at Symantec. And each time Salem opens his mouth — or types an email — his words are now being used against him by CRN and ChannelWeb.

It’s like quicksand: The more you move, the faster you sink. So stop moving those fingers on the keyboard, Salem, and don’t push “send” to anyone.

Smarter Moves

Instead, set up a hotline to answer any VAR and partner inquiries. And set up a Symantec advisory council — made up of partners — who can raise any concerns directly to Symantec. Even if such a council already exists, hype the council right now. And assure partners that they have a direct line to Symantec.

Hold Web conferences with concerned partners. Invite CRN and ChannelWeb (heck, and perhaps The VAR Guy) to listen in, if partners are willing to have media on the line. Basically, open your doors to the channel media during a painful time — so that skeptics see you have completely open communications and you’ve got one set of messages for both Wall Street and the channel.

And don’t hold a grudge against ChannelWeb for using Salem’s poorly chosen words against him. The VAR Guy likes to pick on ChannelWeb as much as the next guy (maybe even more…). But the person at fault here is Salem for having two sets of messages for two different audiences.

With any luck, CRN and ChannelWeb will get distracted by trashing Dell or Best Buy’s channel strategy in the next few weeks — taking the spotlight off Symantec. But in the meantime, the spotlight remains on Symantec, which means it’s time for a new PR strategy.

Tags: Cloud Service Providers Digital Service Providers MSPs VARs/SIs Sales & Marketing

Related


  • New Direction
    Spectra Logic’s New Partner Program Reflects Vendor’s New Direction
    The vendor says changes to how partners approach the market are behind recently announced updates to its partner program.
  • A digital cloud
    Infoblox Cloud Specialization to Help Partners with SaaS Sales
    The program marks a big step in the execution of Infoblox's SaaS go-to-market (GTM) strategy.
  • Cybersecurity
    Fortinet Vet Geoff Kreiling Departs for Deep Instinct
    He plans to build out Deep Instinct's partner program.
  • Accelerate
    OneLogin Hires Juniper Networks Vet to Lead Accelerate Partner Program
    OneLogin last fall expanded its Accelerate partner program to include partner tiering.

Leave a comment Cancel reply

-or-

Log in with your Channel Futures account

Alternatively, post a comment by completing the form below:

Your email address will not be published. Required fields are marked *

Related Content

  • Netrality Data Centers Unveils Expanded Partner Program
  • From Salesperson to Trusted Adviser: 3 Tips for Mastering Consultative IT Sales
  • Cybereason Hires Check Point, Fortinet Channel Leaders in North America Expansion
  • AppNeta Launches Global Alliances Program

Galleries

View all

From The Second City: How to Use Improv as a Business Tool

March 3, 2021

Industry Perspectives

View all

5 Ways XDR Can Improve Operational Efficiency for MSPs

March 4, 2021

Multi-Cloud: Strategy or Inevitable Outcome? (or both?)

March 3, 2021

Backup Vulnerability: 4 Targets Hackers Might Utilize to Infiltrate Your Backup Solution

March 2, 2021

Webinars

View all

A Partner’s Perspective on Channel Success in 2021

March 23, 2021

XDR and Why it Matters to MSPs

March 24, 2021

Top Security Trends Impacting Technology Security Providers In 2021

March 25, 2021

White Papers

View all

Why Fortinet for my MSSP?

March 2, 2021

Small and Mid-Size Business Security: 4 Steps to Success

March 2, 2021

How SMBs Can Secure Endpoints and Remote Workers for the Long Haul

March 2, 2021

Upcoming Events

View all

Channel Partners Conference & Expo

November 1, 2021 - November 4, 2021

Videos and Fastchats

View all

FASTCHAT: How SOAR Eliminates Security Challenges and Elevates Service Provider Revenues

January 6, 2021

Happy Holidays from Channel Partners & Channel Futures!

December 21, 2020

FASTCHAT: How Old, Unpatched Technologies Are Creating New Security Threats for MSPs and Their Customers

December 3, 2020

Twitter

ChannelFutures

Our latest #Cybersecurity Roundup highlights #CPVirtual, @Huntresslabs, @Entrust_Corp and @InsightEnt.… twitter.com/i/web/status/1…

March 5, 2021
ChannelFutures

RT @Channel_Expo: A HUGE thank you to our amazing #CPVirtual sponsors and exhibitors! 👏 @ATTBusiness @DellTech @8x8 @lumentechco @telarus @…

March 5, 2021
ChannelFutures

.@okta acquiring rival @auth0 in $6.5 billion all-stock transaction. #security dlvr.it/Rtzwdp https://t.co/4LvHCJuwsR

March 4, 2021
ChannelFutures

.@MicrosoftTeams features are coming to @MSFTDynamics365, the company announced at @MS_Ignite. #MicrosoftIgnite… twitter.com/i/web/status/1…

March 4, 2021
ChannelFutures

.@PreciselyData acquired by Clearlake Capital, @TAAssociates. #digitaltransformation dlvr.it/RtzbKg https://t.co/1rNYnTScxq

March 4, 2021
ChannelFutures

Thanks for attending #CPVirtual. Here's a Day 3 wrap and a look ahead to #CPExpo Homecoming in November!… twitter.com/i/web/status/1…

March 4, 2021
ChannelFutures

.@Veeam announces six annual Impact Partner Awards, with @SHI_Intl, @LogicalisUS, more. #cloud… twitter.com/i/web/status/1…

March 4, 2021
ChannelFutures

#XDR can improve operational efficiency for #MSPs. @TrendMicro #security #endpoint #AI #threatintelligence… twitter.com/i/web/status/1…

March 4, 2021

MSSP Insider

Newsletters and Updates

Sign up for The Channel Report, Channel Futures Update, MSP 501 Newsletter and more.

Live Channel Events

Get the latest information on the next industry-leading Channel Partners event.

Channel Partners Online

Want more? Find more channel news and analysis on our sister site, Channel Partners.

Media Kit And Advertising

Want to reach our audience? Access our media kit

DISCOVER MORE FROM INFORMA TECH

  • Channel Partners Online
  • Channel Partners Events
  • MSP 501
  • MSSP Insider
  • IoT World Today
  • Webhostingtalk

WORKING WITH US

  • Contact
  • About us
  • Advertise
  • Newsletter

FOLLOW Channel Futures ON SOCIAL

  • Privacy
  • CCPA: “Do Not Sell My Data”
  • Cookie Policy
  • Terms
Copyright © 2021 Informa PLC. Informa PLC is registered in England and Wales with company number 8860726 whose registered and Head office is 5 Howick Place, London, SW1P 1WG.
This website uses cookies, including third party ones, to allow for analysis of how people use our website in order to improve your experience and our services. By continuing to use our website, you agree to the use of such cookies. Click here for more information on our Cookie Policy and Privacy Policy.
X