Voice of the customer research to support the sale of a marketing services business

Plural Strategy is delighted to have advised Stone-Goff Partners and The Channel Company on their sale to investment funds managed by EagleTree Capital.

About The Channel Company

The Channel Company is a full-service provider of end-to-end marketing services. The company drives sales for global technology providers through integrated marketing and sales solutions that identify, acquire, and retain channel sales partners and end-user customers. The Channel Company’s integrated suite of solutions includes performance and content marketing, peer-to-peer engagement, consulting, brand marketing, sales enablement, and data analytics. The offering also includes CRN.com, the most trusted media brand in the B2B IT channel sector with the largest database of solution providers in the industry.

Plural delivered voice of the customer research

This research, conducted on behalf of Stone-Goff Partners, provided a clear narrative on evolving customer needs to reach and enable channel partners, and the criticality of The Channel Company to achieving that.

The work assessed the evolving need for technology providers to access, engage with and enable channel partners, and reviewed the strength and sustainability of The Channel Company’s value proposition, its criticality to customers and the potential to drive additional value.

In-depth customer interviews

Through in-depth interviews with The Channel Company’s customers, Plural provided insight and narrative on:

  • how the channel is evolving and why channel partner reach and enablement is becoming increasingly important and complex,
  • the strength and differentiation of TCC’s value proposition,
  • the stickiness and evolving nature of customer relationships, and
  • strategic opportunities to drive value through sophisticated end-to-end digital marketing.

About the team

The Plural team was led by Jim Easton and Matthew Vellacott, and supported by Monique Dunne and Matthew Beazeley.

JEGI CLARITY (www.jegiclarity.com), a pre-eminent M&A advisory firm for the media, marketing, information and technology industries, represented The Channel Company in this transaction.