%0 Journal Article %J Technology Innovation Management Review %D 2014 %T Effective Digital Channel Marketing for Cybersecurity Solutions %A Mika Westerlund %A Risto Rajala %K cybersecurity %K digital channel marketing %K marketing %K retailer %K sales %K supplier %K value-added reseller %K VAR %X Smaller organizations are prime targets for hackers and malware, because these businesses lack cybersecurity plans and the resources to survive a serious security incident. To exploit this market opportunity, cybersecurity solution providers need to leverage the power of downstream channel members. We investigate how a supplier's digital channel marketing can encourage value-added resellers to sell that supplier’s cybersecurity solutions. Our analysis of survey data from 109 value-added resellers of a multinational supplier shows that resellers are more committed to stock and sell cybersecurity products and services if the supplier’s digital channel marketing provides tools that help them sell the solutions to end customers. This support is likely needed because cybersecurity offerings are technologically complex and systemic by nature, as supported by the finding that value-added resellers pay little attention to supplier’s campaigns and price discounts. Thus, cybersecurity suppliers should maintain trusted and informative relationships with their resellers and provide them with hands-on sales tools, because a reseller's commitment to selling cybersecurity solutions is linked with their ability to understand the offering and with the extent of their supplier relationship. These findings are in line with previous literature on the challenges perceived by salespeople in selling novel and complex technology. %B Technology Innovation Management Review %I Talent First Network %C Ottawa %V 4 %P 22-32 %8 10/2014 %G eng %U http://timreview.ca/article/836 %N 10 %1 Carleton University Mika Westerlund, D. Sc. (Econ.), is an Assistant Professor at Carleton University’s Sprott School of Business in Ottawa, Canada. He previously held positions as a Postdoctoral Scholar in the Haas School of Business at the University of California Berkeley, in the United States, and in the School of Economics at Aalto University in Helsinki, Finland. Mika earned his first doctoral degree in Marketing from the Helsinki School of Economics in Finland. He is also a PhD student at Aalto University in the Department of Industrial Engineering and Management. His current research interests include user innovation, industrial ecology, business strategy, and management models in high-tech and service-intensive industries. %2 Aalto University Risto Rajala, D.Sc. (Econ), is an Assistant Professor in the Department of Industrial Engineering and Management at Aalto University in Helsinki, Finland. Dr. Rajala holds a PhD in Information Systems Science from the Aalto University School of Business. His recent research concerns the management of complex service systems, development of digital services, service innovation, and business model performance. Rajala’s specialties include management of industrial services, collaborative service innovation, knowledge management, and design of digital services. %R http://doi.org/10.22215/timreview/836 %0 Journal Article %J Technology Innovation Management Review %D 2011 %T A Sales Execution Strategy Guide for Technology Startups %A Ian Gilbert %A Stephen Davies %K entrepreneurs %K sales %K sales execution strategy %K sales strategy %K startups %X The majority of startups fail to consider sales execution as part of their overall strategy. This article demonstrates how a sales execution strategy can help a company take a product or service to market more efficiently and effectively by focusing on the customers that are key to generating revenue. Combined with techniques for recruiting effectively and measuring sales outcomes, a sales execution strategy helps technology startups exceed growth aspirations and potentially reduce or even eliminate the requirement for external investment. In this article, we first describe the focus of assistance currently given to startups and the reasons why sales execution strategies are often overlooked. Next, we outline recommendations for developing, implementing, and supporting a sales execution strategy. Finally, we summarize the key points presented in the article. %B Technology Innovation Management Review %I Talent First Network %C Ottawa %V 1 %P 32-36 %8 10/2011 %U http://timreview.ca/article/491 %N 1 %1 Third Core Venture Expansion Partners Ian Gilbert is Managing Partner of Third Core Venture Expansion Partners, a company that offers sales assistance, and builds and runs sales teams, for new and growing companies. He has been privileged to lead and contribute to sales operations at some of the world’s dominant technology organizations, including HP, Cable & Wireless, CGI, Telus, Bell Canada, PTC, Tandberg, Nortel, and Avaya. Ian has used his corporate experiences to start and build successful companies in both Europe and Canada, and he has assisted many Canadian entrepreneurs in the creation, development, and eventual sale of their companies. He continues to work personally with entrepreneurs across Canada. %2 Third Core Venture Expansion Partners Stephen Davies is an associate with Third Core Venture Expansion Partners, where he helps to scale sales for a portfolio of companies by optimizing their operations. Stephen also leads a dual role in both business development and operations management in founder, virtual executive, and consulting roles. Focusing on technology, regulated industries, and the military, Stephen has worked with organizations such as ICAO, DND, Porter Airlines, MITEL, Nortel, NQI, CNSC, CAE, SAIC, and Lockheed Martin, as well as a number of technology startups. Stephen also lectures in entrepreneurship-related subjects at the Sprott School of Business at Carleton University. %R http://doi.org/10.22215/timreview/491