Within a b-to-b organization, the mission of an evangelist for a product or technology is to amplify external awareness and excitement and drive market adoption. However, companies also should consider the need for internal evangelism to support business objectives. This brief describes how channel leaders can craft a presentation to evangelize the value of channel for internal audiences.
3. This content is copyrighted by SiriusDecisions, Inc. and cannot be reproduced or shared without prior expressed written
permission from SiriusDecisions, Inc.
SiriusDecisions helps business-to-business companies worldwide improve sales, marketing and product effectiveness.
Management teams make more informed business decisions through access to our industry analysts, best practice
research, benchmark data, peer networks, events and continuous learning courses. SiriusDecisions is based in Wilton, CT
with offices in London, Montreal, San Francisco and Waltham, MA.
187 Danbury Road, Wilton, CT 06897
203.665.4000 fax 203.563.9260
siriusdecisions.com
Research Brief
This content is copyrighted by SiriusDecisions, Inc. and cannot be reproduced or shared without prior expressed written
permission from SiriusDecisions, Inc.
SiriusDecisions helps business-to-business companies worldwide improve sales, marketing and product effectiveness.
Management teams make more informed business decisions through access to our industry analysts, best practice
research, benchmark data, peer networks, events and continuous learning courses. SiriusDecisions is based in Wilton, CT
with offices in London, Montreal, San Francisco and Waltham, MA.
187 Danbury Road, Wilton, CT 06897
203.665.4000 fax 203.563.9260
siriusdecisions.com
Research Brief
stories involving the channel, its partners or their customers; and executive,
analyst or partner quotes and testimonials.
Next Steps and Calls to Action
Finally, define will happen next after the presentation, and include relevant
calls to action for the audience.
• Next steps. If this is the first presentation, next steps may include
mentioning future presentations that will provide additional channel insights
and updates. Presentations might be quarterly or bimonthly – or at least
annually to ensure an aligned understanding of channel goals, progress and
priorities. Audiences also can be instructed to check for future updates in
employee newsletters or other communications.
• Calls to action. If an appropriate call to action or requested followup effort
should be included, end the presentation with a clear and concise call to
action and detail the desired outcome. Describe what each function can do
to drive greater channel success.
The Sirius Decision
The goal of internal channel evangelism is to educate, inform and excite
the executive team and the entire organization about the channel strategy
and how it supports the company’s goals and objectives. Internal channel
evangelism should be considered an ongoing internal campaign – not a
one-and-done tactic. Ensure future momentum by scheduling a cadence
of presentations, conducting channel overviews and presenting relevant
quarterly. Channel leaders also should work with executive and corporate
communications leaders to ensure that messaging on channel strategy and
the value of the company’s partners are infused into internal and external
executive communications.