Examples of a few consulting engagements delivered by Tony Serino while at Serino Associates.
Business development
Communications Planning
Channel Development
Marketing Consulting
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SITUATION 1
A manufacturer of a broad range of high end networking devices and services and Network Management Software had to develop a channels program to reduce selling expenses and expand coverage.
PROJECT DEFINITION
Serino Associates concentrated on the Management Software segment and: • Developed the Terms and Conditions of the Partner Program
• Developed an engagement strategy to recruit partners
• Identified, profiled, and prioritized potential candidate
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SITUATION 2
The buying patterns of readers of a technology periodical were about to change. This large publisher faced losing a large base of its subscribers if it did not address the readers’ need to find a new source for their IT purchases.
PROJECT DEFINITION
Serino Associates provided the solution.
We recommended a quarterly supplement to serve as a high profile transition vehicle. We handled all aspects of the supplement including setting the editorial calendar, writing all articles, managing the promotional effort, and financing its printing through selling advertising space.
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SITUATION 3
A large distributor added a new high profile product line. Due to a change in this vendor’s channel policy, the distributor had a short-term opportunity to ramp the relationship to $100 million very quickly
PROJECT DEFINITION
Serino Associates managed all aspects of the marketing communication effort. Responsibilities included communications planning and integration, lead generation, PR, event support, print advertisements, sales collateral, and vendor promotion. Serino Associates also provided sales training and served as the vendor interface for select projects.
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SITUATION 4
A $100 million electronics and computer products distributor planned to develop the e-commerce portion of its business into a stand-alone subsidiary. They identified co-marketing and utilization of partner resources as critical elements needed for a successful venture.
PROJECT DEFINITION
Serino Associates developed segments of their e-commerce business plan.
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SITUATION 5
A manufacturer of data collection devices acquired a company with two diverse product lines. One line was a complementary set of data collection products; the other was a software unit producing a decision support software engine.
PROJECT DEFINITION
Serino Associates developed the channel program. It included identifying partners capable of incorporating a decision support engine into their solution, and partners needed to deliver sales in specific vertical markets.
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SITUATION 6
A leading computer manufacturer recognized that the success of its proprietary operating system required significantly more sales effort and support activities from existing and prospective partners. Since the manufacturer was downsizing its sales and marketing organizations, the partners would have to become self-sufficient, promoting the manufacturer, selling the software, and supporting end users.
PROJECT DEFINITION
• Phase one. Serino Associates developed the channel strategy and engagement tactics, terms and conditions. The manufacturer was relieved of many support responsibilities and the resellers enthusiastically embraced their new opportunity recognizing the potential for a new source of high margin revenue
• Phase two. Serino Associates created the reseller kit and marketing communications materials to make the partners self-sufficient
• Phase three. Serino Associates was retained to manage on-site direct marketing activities to generate program awareness and business opportunities.
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SITUATION 9
A high profile system integrator was considering a partnership with large computer distributors. That is, the distributor would resell the system integrator’s services, not vice versa.
PROJECT DEFINITION
Serino Associates was retained to consult on the feasibility of such a relationship before the integrator’s large investments were committed. We researched profit margins, terms of engagement, and target markets. We conducted a pilot lead generation program to learn, first-hand, about the pros and cons of a close working relationship between two companies with very different sales forces and very different business models.
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SITUATION 10
A computer distributor had developed into a de facto system integrator, but their old image and communications materials continued to hinder their transition and growth.
PROJECT DEFINITION
Serino Associates created a new image, developed a marketing communications plan, and launched or managed all lead generation activities.
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SITUATION 11
A large distributor lost its preeminent position as Digital Equipment Corporation’s leading distributor and sought to regain the top ranking.
PROJECT DEFINITION
Serino Associates developed a communications plan and a series of high-impact, short-term lead generation campaigns. We also trained their internal marketing communications team.
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SITUATION 12
A very successful, long-term channel business had evolved into four distinct but related business entities. The direction, image, and interaction of the corporate parent and each of its entities would affect growth and profitability.
PROJECT DEFINITION
Serino Associates, as agency of record, manages all aspects of marketing communications planning and program tactics. Activities include business planning for each entity, market development, radio advertising creative development and placement, select vendor liaison, technical reviews, collateral, lead generation and fulfillment, etc.
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SITUATION 13
A large distributor teamed with a key platform vendor to help their mutual VARs and solution integrators improve their businesses by increasing sales and decreasing expenses. Undercapitalized partners smart sourced various business functions to concentrate on core capabilities.
PROJECT DEFINITION
Serino Associates was retained to provide communications plans, corporate identity, and lead generation activities to VARs and solution integrators across the U.S.
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SITUATION 14
One of the major computer manufacturers wanted to revise certain channel policies. Before taking action the firm engaged Serino Associates to do some marketing research as to the likely effect the policy shift would have on channel relations.
PROJECT DEFINITION
Serino Associates designed and conducted focus group research in three American cities and Toronto, Canada. Some of the client's major channel partners were invited to participate. As a result of this work we could report to the client that the policy shift would likely be well received by the channel.
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SITUATION 15
A high-capacity optical disk manufacturer based in Europe wanted to reintroduce its product into U.S. markets. Financial considerations dominated the reintroduction.
PROJECT DEFINITION
Serino Associates developed a series of alternative communication plans mapping goals to activities and budgets.