Creating a 5 Star Global Channel Program

Global Channel Strategy & Management

  • NEED

    AMD formally launched a Global Commercial Division to go after a $215 billion opportunity. With no internal marketing resources to support and lead sales efforts, AMD needed a partner to develop an aggressive channel strategy and then design and execute a top-tier program to attract and engage channel partners globally.

  • ENGAGEMENT

    As an AMD Preferred Supplier, AMD engaged Dialog to serve as the outsourced Global Commercial Channel marketing team responsible for business strategy, program development and execution, sales enablement, and content development world-wide.

    • Developed 16 country Commercial Channel Program
    • Lead and managed all global channel marketing and sales support efforts
    • Rebranded and relaunched tiered channel program in 16 countries with focus on key partners in each program tier
    • Designed the visual identity and messaging highlighting the unique value proposition for VARs
  • OUTCOME

    Worldwide Channel Partners grew from 1200 to 4100 in a single year. The rebranded and relaunched Alliance Program globalized the North America program in 16 countries and 10 languages, and the entire AMD Channel Program was also recognized by CRN as a 5-Star Channel Program.

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