'EMC SourceOne City' channel marketing initiative by The Crocodile for EMC

Founded in 1979, EMC Corporation is the world's leading developer and provider of information infrastructure technology and solutions that enable organizations of all sizes to transform the way they compete and create value from their information.

Strategy: broader business objectives
EMC understands it has to work hard to get channel partners onboard and were a tough crowd to please. Partner adoption rates of previous campaign initiatives had no meaningful pattern, and little or no reporting was captured to monitor campaign success and return on investment.

Additionally, as a new product proposition, EMC SourceOne needed to fight for partner attention, focus and consideration - not only against other ventors' solutions, but also against other products from the broad EMC portfolio.

To achieve volume sales through the channel, it was clearly essential to engage and gain advocacy from the partner community, as well as provide the tools to go to market with and reach end-users.