Lexmark gears up for programme launch

Printer vendor Lexmark is overhauling its partner strategy after admitting it has not been as easy for resellers to do business with as its major rivals.

The vendor currently has limited communication with resellers outside its top 70 to 100 managed accounts but is revamping its channel programme to ensure smaller dealers receive up-to-date information on products and pricing.

Paul Callow, who joined Lexmark as UK marketing director in March from rival Brother, said: “If a dealer wants to sell Lexmark at the moment it is not as easy as some other brands.

“We need to start up a process where we can communicate with them directly to let them know about products, promotions and end-of-life announcements.”

Callow added that Lexmark is also aiming to double its base of managed accounts to between 150 and 200. Top-level partners will receive more support around vertical marketing campaigns, he added.

“We have been working on the programme for the last couple of months and will have all the boxes ticked by 1 July,” he said.

See also:

2e2 clinches UK hotel deal

The vendor secures a contract to maintain printers in a chain of UK hotels  13 Mar 2008

Lexmark sets sights on HP

Printer vendor to raise brand awareness and add more staff  12 Feb 2007

Lexmark signs Ponde to bolster SME sector

Vendor appoints new SME business manager  21 Aug 2006

Lexmark points still mean prizes

Success of cashback promotion sees vendor extend it for another month   19 Apr 2006

Lexmark appointments boost SME distributors

Printer vendor appoints two members of staff to handle its distributors’ SME problems  24 Mar 2006

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